JOHNNIE WALKER® LAUNCHES BOLD NEW ADVERTISING CAMPAIGN

by Pat Roberts

‘Where Flavour Is King’ showcases products’ credentials rooted in the big, bold flavours of Johnnie Walker whisky

Johnnie Walker, the world’s number one Blended Scotch Whisky, is this week launching a new global advertising campaign. Entitled ‘Where Flavour Is King’, the campaign focuses on the array of rich and intense flavours that are found in each blend of Johnnie Walker whisky.

From its origins in 1820, the Johnnie Walker label has always been committed to its quest to blend whiskies of exceptional flavour, refusing to compromise on quality. This dedicated attitude to finding exotic and exciting tastes takes the product on a special journey of distillation, maturation and blending, to produce the ultimate, unrivalled blend. The flavours, derived solely from the simplest ingredients of barley, water and peat, are mythically transformed through distillation and years of maturation in charred wood casks before being unleashed through the craft of the master blender.

This unique flavour production and craft of blending, which is at the heart of the Scotch, is reflected in the collection of campaign images, as consumers are transported to a mysterious and evocative world, featuring giant fruit smashers, towers of spices, honey cauldrons and fire-breathers.

Where Flavour is King – Black Label

The new, vibrant campaign and its collection of stunning images will be supported by an above the line campaign across outdoor and radio, as well as bespoke promotional materials, delivering rich consumer experiences in the on and off trade. The campaign will also feature social media activation that will centre on a unique Facebook app, taking consumers on an exotic and engaging journey through the layers, flavour and wonderful ways to enjoy Johnnie Walker.

‘Where Flavour Is King’ was written and produced by UK ad agency LOVE, and led by creative director Chris Myers. The campaign images were shot by renowned photographer Finlay MacKay over five days in London, England in April 2012. The extensive production – led by award-winning set designer Robin Brown, Michelin star food stylist James Hayward and Fashion Director of GQ Style in the UK, Luke Day – required a drawing room to be built from scratch, featuring dramatic lighting, giant fruits and 6ft tall bottles of Johnnie Walker Whisky. A short behind-the-scenes film about the making of the campaign images can be accessed here.

Gavin Pike, Global Brand Director for Johnnie Walker, said the campaign would help drive consumer awareness of the range of tastes across the brand portfolio:

“The new campaign, ‘Where Flavour Is King’, will open consumers’ eyes to the depth and variety of flavour that exists across the Johnnie Walker whisky taste spectrum. By creating a unique image for each variant of Johnnie Walker whisky, the consumer will be able to make an instant, tangible association with the power and depth of flavour of each blend. For example our Red Label shot centres around spices and fresh fruit, whereas the Black Label campaign highlights rich fruits and vanilla, with the distinctive Johnnie Walker smoky finish.

We’re thrilled to be able to Keep Walking in the footsteps of John Walker, dedicating ourselves to the pursuit of flavour and are positive that ‘Where Flavour Is King’ will provide even deeper levels of consumer engagement than in previous campaigns.”

The first market to launch ‘Where Flavour Is King’ is Africa, followed by Australia, Brazil, Global Travel, Russia & Hong Kong, later this year. European markets will roll out from July 2013.

Fall Outturn Postcard Offerings 

A big, eye-watering slap 

Cask No. 23.72

Islay, Loch Indaal 

The nose forced shotgun shells and fireworks on us – but also gave barley sugars, custard and chocolate-coated foamy bananas; peppermint tea, liquorice, smoked ham and old bonfires. The palate’s big, eye-watering; sherry slap took our breath away – sweet red liquorice, cinder toffee, crème brûlée, treacle, cooked apples, ash and peat. The reduced nose suggested barbecued lamb chops dripping on embers, singed mint leaf and burnt lemon skin. Water definitely improved the palate – now sweeter (toasted coconut, vanilla, golden syrup, raisins, cherries) – also woody spices, crispy sage, and grilled lobster. The distillery is on the road from Port Charlotte to Bridgend. 

Drinking tip: Let some water open it up and don’t rush it 

Colour: Golden mother hen

Cask: Refill sherry butt

Age: 9 years

Date distilled: July 2002
Alcohol: 66.4% 

$90 

Old-fashioned tea chests and maple candy 

Cask No. 125.48 

Highlands, Northern Highlands 

The nose, initially offering orange liqueur, balsa wood and old-fashioned tea chests, took some time to open; a drop of water helped us to discover the depth and complexity – caramel, Mars bar, fruit tea with honey, a mixed bag of dried fruits and nuts and Dorset Cereals muesli with maple syrup. The palate, at natural strength, had good heat in it, plus flavours of leather, wood, tea leaves and coconut, with cinder toffee, burnt sugar and honeycomb crunch. The reduced palate developed malt and candy sweetness, with pleasant warm spices in the finish. ‘Perfected’ by the sixteen men of Tain. 

Drinking tip: Pretty versatile really, but not one to be rushed 

Colour: Vintage marmalade

Cask: Dechar/rechar hogshead

Age: 12 years

Date distilled: November 1998

Alcohol: 52.1% 

$110 

Black tea in a greenhouse 

Cask No. 2.81 

Highlands, Speyside (Livet) 

Rich and heady aromas of butterscotch, molasses and rum soaked raisins together with crème brulee, orange oil, geraniums and a greenhouse on a warm day. Toffee sweetness was balanced by balsamic and a trace of struck matches. The taste was hot, there was liquorice, black tea tannins, toffee and black pepper. Water improved it offering smooth buttery toffee, tobacco and balsamic. The palate was still tannic (like chewing sticks) with brown sauce bitterness but also sweet with vanilla, butterscotch and caramel. This Speyside distillery is close to the famous pack horse bridge. 

Drinking tip: A pudding dram 

Colour: Mahogany

Cask: First-fill sherry butt

Age: 15 years

Date distilled: April 1996

Alcohol: 59.9% 

$120 

A bag of assorted boiled sweets 

Cask No. G1.8 

Grain 

Lots of fruit on the early nose (pear flan, rhubarb, lemon curd, apricot) growing richer in the glass – soon we found marzipan, fudge, toffee, Bakewell tart, butterscotch, vanilla and straw. The palate was just as fruity but also sweet and nippy (some found it fiery) – like a bag of assorted boiled sweets. In reduction, the nose split between citric components and banana toffee – also some dustiness, like rubbing butter into flour. The palate opened and became cleaner and fresher, but evaporation from the tongue left rich joys of tobacco, liquorice and dark chocolate Bounty bars. From Edinburgh’s only grain distillery.

Drinking tip: A summertime dram – or maybe while making cakes 

Colour: Pale apricot gold

Cask: Refill hogshead

Age: 21 years

Date distilled: December 1990

Alcohol: 62.9% 

$145

Please visit the Scotch Malt Whisky Society of America at http://www.smwsa.com/ for further information on their single cask bottlings.

TWE Whisky Show Whisky Dinner

It was an excited crowd that milled in the beautiful, airy conservatory at London’s Bombay Brasserie on Tuesday night. The Whisky Exchange Whisky Show Pre-Show Dinner (to give it its full, quite-a-lot-too-long title) began with a flavoursome mystery cask strength … Continue reading >>

Come and Taste a Wee Dram…
Single Malt Scotch Tasting Seminar
Thursday, October 4th, 2012
6: 30 pm at:

Zibibbo
430 Kipling Street
Palo Alto, CA 94301

Sponsored by:

Beltramo’s Wines & Spirits

Chieftain’s Choice…Only the worthy are chosen… Naturally
Presented by Ed Kohl
Bunnahabhain Peated 14 yr
Glenturret 21 yr Cask Strength
Balmenach 28 yr Cask Strength

Kilchoman…Islay’s Farm Distillery
Presented by Anthony Wills
Kilchoman Machir Bay
Kilchoman Sherry Cask

The Arran Malt…Pure by Nature
Presented by Louisa Young
Arran 10 yr
Arran 14yr
Arran Sauternes Finish

Admission is $ 49.00. Light appetizers will be served. Advance Reservations Required.
Call Rick Clay at 650-325-2806 to purchase tickets. Space is limited.

CAPERDONICH REBORN AT THE OWL DISTILLERY IN BELGIUM
Ernie-Ernst J. Scheiner, The Gateway to Distilleries

The famous coppersmiths Forsyths bought the site of the well-known Speyside distillery Caperdonich at Rothes in 2010. As they did not intend to distil whisky but needed some more space for their manufacturing business Glen Grant’s twin sister distillery was bulldozed one year later. However, the manufacturer of distillation equipment saved the mash tun, the washbacks and the four pot stills. They were moved to the scrap yard.

Founded by the owner of the neighbouring Glen Grant Distillery, James Grant, in 1897-98, the newly built distillery was closed just after three years of production due to negative impact of the infamous Pattison Crash. In 1965 „Glen Grant No. 2“ was reopened under the name of CAPERDONICH. Two more pot stills were installed by the Glenlivet Distillers Ltd. However, production life had been short again when „The Secret Well“ was made silent by its new owners Pernod Ricard in 2002.

From scrap back to production

Richard Forsyth sold one pair of the four Caperdonich pot stills to the Belgian Owl Distillery which is situated near the vibrant economic and cultural centre of Liège in Wallonia, Belgium.

Master Distiller Étienne Bouillon’s huge success with his much acclaimed whisky made solely of Belgian spring barley brought instantly the micro distillery to a bottleneck after the first Owl Whisky was released in 2007. „The demand has been overwhelming since then. It was much higher than our production capacity of 20.000 bottles per year.“ 95% of their whiskies are consumed in Belgium.

The Owl Distillery’s two vintage Swiss alambic pot stills date back to 1890. Their small size and their age made further production increases impossible. „We considered their renovation, dropped this idea, and planned a new set of pot stills. While planning we still looked out for old used pot stills,“ the distiller recalls their difficult situation.

The founding team around Etienne with Christian Polis and farmer Pierre Roberti was absolutely lucky when Jim McEwan of Bruichladdich Distillery gave them a vital hint. Talks and discussions began. In the end Richard Forsyth sold one pair of the four Caperdonich pot stills which were originally built by his forefathers in 1898.

Étienne Bouillon was more than happy, his dream came true and above all resulted in the aquisition of a renowned pair of beautiful Victorian pot stills. By summer 2013 the 11,000 litre wash still and the 8,000 litre spirit still will be distilling a Belgian type of „Caperdonich new make spirit.“ A new set of mash tun and washbacks will be installed by Forsyths whereas the original Caperdonich mash tun will be displaced at the new distillery.

The production site will be moved to a former monastery, now a ruaral farm near Fexhe-le-Haut-Clocher west of Liège where the Belgian Owl Whisky matures already. „We will also have a visitor centre in the heart of Hesbaye to teach tourists different ways of whisky production,“ explains Katia Guidolin, the Assistant Manager, „we want people to appreciate our Belgian quality product amidst the fertile barley fields.“

„We are very, very lucky,“ says Christian Polis, who is in charge of finance, „our new distillery project will be co-financed by the influential MEUSINVEST GROUP, which supports various business enterprises in the Province of Liège.“

The new distilling business has started. „We offer the first 200 casks of the Private Angel Range to the whisky enthusiasts around the world,“ tells Étienne Boullion, „and you may place your order from now on.“

Tasting Notes: The Belgian Owl 48 Months, 46% abv

What a fulminant bundle of pleasing aromas! They are fruity and floral, joined by toffee, vanilla and wood flavours. What a wonderful lasting richly textured mouthfeel! The whisky pleases velvetly, runs smooth like cream, offers some sweetness, creates notes of coffee and chocolate. There is an excellent harmony between nose and palate. The new make is indeed perfectly distilled and by no means pungent, very clean, floral and fruity in abundance, smooth and by no means not harsh. Despite its young age the Belgian Owl is full of harmony and delight. It matured in a first-fill Bourbon cask from Heaven Hill Distillery in Kentucky, U.S. It is bottled non-coloured, non-chillfiltered and was reduced with natural water. Whisky like it should be!

For further information open a photographic tour at The Gateway to Distilleries www.whiskydistilleries.net and visit The Owl Distillery at www.belgianwhisky.com

Photos are copyright Ernst J. Scheiner 2012

TOP the  Caperdonich stills

MIDDLE Passionate Master Distiller Etienne Bouillon and his 1890 Alambics

BOTTOM the Bottle and the Glass

The fall is an active time for whisky shows around the world and the ambassadors are on the road promoting their whiskies with an eye on the hectic and lucrative Christmas season (& beyond). Whisky Intelligence has presented a selection here today. Plan on attending at least one event this fall….

SATURDAY September 22: Whisky Live, Sheraton Boston

Whisky Lovers Rejoice
WhiskyLive
Sheraton Boston Hotel
39 Dalton Street Boston, MA 02199

This September, at long last, Whisky Live is coming to Boston! Featured in 17 different countries across the globe, this festival brings out many of the greatest whiskies from around the world. Spend up to five hours sampling the largest range of single-malts ever available in Boston; and customers of Federal get a special 20% Discount (more on that below). Boston is finally getting the attention and support it deserves from the whisky industry, come out and show ‘em how much this town needs it.

Featuring whiskies paired with chocolate and cheese, cocktails, masterclasses, and live music, and of course sample tastes from a slew of the best distilleries and indpendent bottlers the world over, this is not an event to be missed. Gather your friends, families and coworkers and join us at the most exciting whisky event ever to land on our shores.

Tickets can be purchased online from The Whisky Live website and a 20% discount will be applied with the voucher code “federal” when you check out.

Please pass this on to any friends who are whisky enthusiasts!

Joe Howell
Federal Wine & Spirits

——————————————————————————–

Email: info@federalwine.com
Phone: (617) 367-8605
Web: http://www.federalwine.com/

Whisky Live Debuts in Boston
Hundreds of whiskies featured at Whisky Magazine’s foremost tasting event
Saturday, September 22nd at
Sheraton Dalton St, Boston

Sales of premium bourbons are setting records around the world. Companies are expanding historic Scotch distilleries-adding equipment just to keep up with the global demand for single malt Scotch. The American craft distilling scene has exploded-growing from about 100 distilleries in 2007 to over 360 today and another 40 under construction. Massachusetts is home to nine of them. This September, Bostonians have will have the opportunity to sample the finest whiskies in each of these categories and more. Whisky Live, Whisky Magazine’s grand tasting event that sells out in major cities on five continents, is coming to Boston on September 22.

Master distillers, brand ambassadors and industry experts will be pouring over 100 whiskies. This is not only a prime opportunity to try premium single malt Scotches, bourbons, ryes and Irish whiskeys, but a chance to ask distillers about their work and the industry in general. As of early September, brands that will be featured include titans like Glenmorangie and Ardbeg side by side with spirits produced by smaller American boutique distilleries.

“Whisky Live has been a tremendous success around the world since it started in 2000 in Tokyo and London. We’re excited to expand our reach in America by bringing the event to Boston this fall,” says Rob Allanson, the England-based editor of Whisky Magazine, which is published in 5 languages. “Of all the major cities in America, we’ve had our eye on Boston most closely over the past few years. Not only is it home to historic bars and pubs, but the increased number of whisky bars and the growth of sales of premium bourbons in the region makes us certain that Boston is a whisky-lover’s town.”

The Boston event also features a new component on the Whisky Live circuit: Cocktails Live. Throughout the night, Boston’s top bartenders will be mixing their original whiskey cocktails. Featured bartenders include Augusto Lino from the iconic Upstairs on the Square, Chad Arnholt from Citizen Public House; Noon Inthasuwan from Moksa; and a representative from the Ladies United for the Preservation of Endangered Cocktails. After the sampling ends at Whisky Live, the party continues at each of these bars.

The event also features a lavish buffet dinner and live music performed by Atlantic Seaway, a Boston-based band that includes Scottish musicians. It takes place on Saturday, September 22 at the Sheraton Boston, 39 Dalton Street from 6.30PM until 10PM. Tickets are $109. VIP tickets are $139. The event starts for VIP ticket holders at 5PM. Every guest receives a complimentary Glencairn crystal tasting glass.

For tickets and a list of confirmed exhibitors, please visit www.whiskylive.com and use “federal” as your voucher code for 20% off the ticket price.

Joe Howell
Federal Wine & Spirits

Web: http://www.federalwine.com/

This is an exclusive invitation to be the first to try seven high-end whiskies including two selected bottles from the “Dalmore Constellation Collection.”

For Ticketing and more information please go to:

http://universalwhiskyexperience.com/tasting-experiences/tickets