Johnnie Walker Blenders' Batch
Johnnie Walker Blenders’ Batch is a series of experimental blends created to highlight the craft that goes into making Johnnie Walker. The overall approach of the series is to open the doors to the blending rooms - bringing to life the skill of our 12 blenders.
For the Espresso Roast and Rum Cask Finish blends, the brand ambassadors required support material that would help them to re-enforce the message about the experimental nature of blending. For this, we chose to focus on the blenders themselves, sharing real stories of real people to engage with bartenders.
The booklets focus on the two blenders who created these expressions, Aimée Gibson and Chris Clark. This tactile and accessible pack shares the journeys that Aimée and Chris took on the creation of the Espresso Roast and Rum Cask Finish blends. By hearing a little about their backgrounds and how they worked to create these whiskies, bartenders begin to understand the very human and personal nature of Johnnie Walker Blenders' Batch.
Designed to appeal specifically to bartender’s passion for knowledge.
To showcase the complexity of the creation of each blend and the world of possibilities open to the blender a flavour matrix for each was created. Presented as a poster, this piece is designed to appeal specifically to bartender’s passion for knowledge.
Feedback from bartenders has been incredibly positive. They really love the matrix posters as they cleverly and clearly explain the complexity of a blend and communicate the skill required to create one - both key objectives of the project. Some bartenders have even taken to framing these – creating an even greater opportunity for advocacy in a publicly displayed conversation piece.
