Johnnie Walker Woos Younger, Female Drinkers

Diageo is looking to woo younger drinkers to its Johnnie Walker brand with the launch of a pan-European marketing strategy for its luxury variants. The scotch whisky brand is to roll out online, experiential and on-trade activity over the next 12 months to promote its luxury, super premium variants such as Double Black and Odyssey. It is also planning to introduce elements of its marketing from Asia and the Middle East such as experiential hub “House of Johnnie Walker” as part of the push. (Marketing Week)