Johnnie Walker

Challenge: Whisky knowledge is a proven driver of brand loyalty—but traditional tastings and in-person trainings are expensive, time-consuming, and difficult to scale globally. Johnnie Walker needed a more efficient way to share its expertise with a wider audience, without sacrificing depth or authenticity.

Strategy: Rather than invest in more live events, we reimagined whisky education as a digital experience. Leveraging platforms already embedded in consumers’ homes—Amazon Alexa and Facebook Messenger—we built the world’s first voice-activated whisky mentor. This always-on, conversational guide allowed users to explore tasting notes, cocktail recipes, brand history, and more—anytime, hands-free.

Results: The campaign reached and ‘mentored’ over 1 million consumers, redefining what whisky education could look like in the digital age.

• First-ever voice-led whisky journey

• Significant brand engagement without traditional media spend

• Catalyst for increased innovation budgets and future digital investments

Johnnie Walker didn’t just modernize whisky education—it set a new industry standard for how legacy brands can scale storytelling in a connected world.

Client: Johnnie Walker // Agency: VaynerMedia