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Johnnie Walker launches - London and Rio

Johnnie Walker’s cosmopolitan appeal was marked with two global launches within the space of barely a week. Rio de Janeiro, Brazil started proceedings with the launch of Johnnie Walker Blue Label followed by the party for Johnnie Walker Gold Label in London on Wednesday.   Sat Bal toasted the celebrations. (24 Jul 12) 

 

London...

 

The Star

The House of Johnnie Walker launched its newest blend, Johnnie Walker Gold Label Reserve last Wednesday. Johnnie Walker Gold Label Reserve is the new, premium blended whisky from the House of Johnnie Walker. A bold blend layered with sweet fruit, honey, wood and smoke is being positioned as a drink for any celebration. The Gold Reserve cocktails continuously served to us through the night certainly hit the mark. The menu comprised  Golden Sazerac, Golden Breakfast and West Coast Drift cocktails.

 

The Venue              

 

Whisky Mist in Park Lane was draped in gold all the way to the DJ booth and will retain its ‘Golden Wonderland’ look for another month. The DJ booth was occupied by Goldie who kept the party going until the small hours while the Gold Reserve cocktails fuelled guests.

 

 

 

The Entertainment

 

Goldie (above) played a specially crafted set, combining old-school tracks with new, resulting in a full dancefloor which kept model Tolula Adeyemi and Micha Barton busy together.

 

The Guests

Included Mischa Barton (pictured), Henry Holland, Zara Martin, Sunday Girl, Ade, Ben Goldsmith, Oliver Proudlock, Blaise Patrick, Jack Fox, Davina Harbord, Lonsdale Boys Club, Tamer Hassan, Danny Dyer, Rosie Oddie, Oliver Cheshire, Sasha Volkova, Meredith Ostrom

Mischa Barton wore Alice Temperley and chatted design with Henry Holland as the launch of her own boutique shop in London looms. She was also enthused about her forthcoming theatre production in Ireland.                

 

Pics by Mike Marsland

 

Rio de Janeiro...

 

The Star

Johnnie Walker launched its Blue Label whisky under the event banner ‘Ultimate Game Changing Experience’ at the Hotel Fasano in Rio de Janiero, Brazil this month. Johnnie Walker offerings included the Blue Squall and the Blue Rose

 

The Hostess

Emmy-nominated actress Christina Hendricks (above) hosted the Ultimate Game Changing Experience event and was joined by her husband and actor Geoffrey Arend alongside Rio-born actor Caua Reymond.

The event combined a brand celebration with officially revealed designs of three unique ways to experience the Johnnie Walker Blue Label in the spirit of game changing.  Each creation was tasted for the first time ever by Christina Hendricks who was in a head-turning black L’Wren Scott dress accessorised with classic, understated vintage jewellery.

 

The Experts

The three unique serves were created by three previous winners of Diageo Reserve. The internationally lauded mixologists were Manabu Ohtake (2011 World Class Winner), Erik Lorincz (2010 World Class Winner) and Aristotelis Papadopoulos ( 2009 winner).

Aristotelis Papadopoulos aka Telis created the Blue Rose in honour of female drinkers and was keen to inspire Christina Hendricks. Telis’ Blue Rose additional elements to enhance the flavours; including the more feminine aroma of roses & fruitiness of the sherry.

Manabu Ohtake was inspired by traditional Japanese ingredients – apricots are currently in season in Japan. He created his own Japanese apricot syrup by crushing Japanese apricots and adding Scottish heather honey to create a Blue Label confection with a honeyed Asian twist.

Erik Lorincz’s Carte Blanche preserves the flavour of the whisky by adding few ingredients. His inspiration is the Japanese tea ceremony; turning the serve into a ritual.

 

The Finale

Johnnie Walker Blue Label was finally christened with an explosion of blue and gold fireworks against the Rio skyline and guests whooped from the terrace.

 

What they said:

Christina Hendricks  and Diageo Reserve’s Rudy Paoli

“It was so exciting to have some of the world’s best bartenders create three new Johnnie Walker Blue Label serves for me. Each drink had completely different flavours and they all complemented  Johnnie Walker Blue Label perfectly. A lot of people don’t consider women whiskey drinkers and I’m representing a new group of women who are enjoying it very much.”  Christina Hendricks

Speaking on the launch of the campaign, , said: “We wanted to do something truly game-changing this year, something to break boundaries with the brand, which we hope to have achieved by creating these new serves for the first time. The creation of the new serves not only stays true to our heritage but also shows how Johnnie Walker Blue Label refuses to be left in the past; rather it has evolved to boldly stride into the future.  We are simultaneously celebrating game changers and recognizing the achievements of these unique individuals who are forging a new destiny for our world. They are exactly the modern epitome of Johnnie Walker Blue Label's founding spirit.” Rudy Paoli, MD, DIAGEO Reserve

Pics Dave Benett

 

 

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