Johnnie Walker is continuing with efforts to make its Blue Label whisky an elite luxury brand, creating an beautifully designed immersive digital experience for its sommeliers and "influencers" around the world.
Whereas previously the brand's chief whisky sommelier would hold tasting events for its brand ambassadors (sommeliers who work in bars, at events and so forth) the idea is that they can now have a similar experience via a 360 degree experience on a tablet. This complements the brand's high end events, such as last year's "Symphony in Blue," and last year's ad campaign featuring Jude Law which positioned the brand as highly luxe and stylish.
The brand enlisted agency Iris and digital production company MediaMonks to create the app. Available for Android and iOS tablet devices, its content is inspired by the whisky's six flavours: Fresh, Fruit, Malt, Spice, Wood and Peat. It includes sound, 3D animation and video combined with 360 degree vistas -- for example, of an apple orchard or an old grocery store -- set to narration by the chief whisky sommelier.
The app launches this week across all key Johnnie Walker markets with launch events confirmed for 2015 in Malaysia, Indonesia, and South Africa.