Johnnie Walker joins Diwali

17 October, 2008

Johnnie Walker is hoping to strengthen its position as

a popular choice of blended Scotch whisky

for Asian celebrations with a press ad

campaign and

limited -edition bottle.

Brand owner Diageo will mark the beginning of the festive season, which starts with Diwali on Oct 28, with the release of the Johnnie Walker Black Label Limited Edition Centenary pack.

Promotional activity in independent retailers

runs from this month, including new POS kits with the tagline Celebrate Generations of Pioneering Spirit. Ads will also appear in key Asian media.

Whisky brand director James Pennefather said: "Diwali is one of the biggest events on the Indian calendar and gift giving plays an important role.

"Johnnie Walker Black Label is a popular and established brand within the Asian community and this campaign will raise awareness and expand its reach among

this key audience ."

Bookmark this

Site Search


English wine: a happy harvest for Christmas

All across England and Wales, vineyards are being harvested. Down winding country lanes come armies of welly-wearing conscripts wielding secateurs and buckets, ready to reap the rewards of our vines. Happily they come, their cheeks ruddy with pride. Half an hour later they’re crawling over muddy clods with lacerated hands, drenched in claggy juice and cold sweat, as if ploughing through an endurance race.

Click for more »
Upcoming events


Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know