Diageo Bets on Blue with New Johnnie Walker Push

Diageo has announced a new partnership with Ebon Moss-Bachrach and Courtney Storer—two key members of television show The Bear—for a new marketing push for Johnnie Walker Blue Label. The new campaign will kick off at the 76th Emmy Awards with food and cocktail pairings curated by Moss-Bachrach, an actor on the hit streaming show, and Storer, the Bear’s culinary producer.

Following the activations surrounding the Emmys, Diageo will continue to support Blue Label with “the Blue List,” a collection of bars and restaurants across the U.S. that will be featuring Blue Label in cocktails.

The move comes amid difficult conditions for Diageo and Johnnie Walker. The brand—the largest Scotch whisky in the U.S. and globally—was essentially flat last year at 2 million cases, according to Impact Databank. For the company’s most recent fiscal year, ended in June, the company reported sales down 10%, though Johnnie Walker was outperforming its competitive set.—Shane English

Tagged : Diageo, Johnnie Walker

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