Diageo-owned Johnnie Walker has issued a cocktail contest challenge to bartenders worldwide – provide the best recipe for a cocktail using Johnnie Walker Black Label – those selected as the best recipes will get the chance to win an exclusive three-night immersive Black Label experience in Scotland at Diageo’s Johnnie Walker headquarters in Edinburgh.
To enter, participants must publish a public Instagram post of their signature cocktail, including the recipe and reason why Johnnie Walker Black Label works perfectly in the serve. Each post must tag @johnniewalker and use the campaign hashtags #KeepWalking and #JWBlackLabel. Entries must be made prior to 11:59pm GMT on March 6, 2023, with the winner being announced on March 17, 2023 [aka St. Patrick’s Day].
Four winners will be selected by a judging panel [which includes Norway’s Adrián Michalčík, the World Class Global Bartender of the Year 2022, and Australia’s Nick Tesar, the 2022 Australia World Class winner and winner of the World Class Johnnie Walker challenge].
Entries will be judged by aesthetics as well as recipe balance, creativity and flare, with one winner chosen from each of the participating regions: South and Central America; Asia and Australia; Africa; and Europe.
The winners’ trip will take place in May 2023 and include a behind-the-scenes distillery tour; a visit to the Diageo Archives; a deconstructed tasting of Black Label with Johnnie Walker master blender, Dr Emma Walker.
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