Iris Worldwide created a 360 mentoring experience and digital toolkit, following the launch of Symphony in Blue, in celebration of the whisky’s craftsmanship and heritage. Wanting to … read moretarget a new generation of whisky drinkers, Johnnie Walker needed the ability to take mentoring to a wider audience, outside of the traditional environment which had been the same for decades. The challenge for Johnnie Walker Blue Label, the distillery’s rarest blend – was that its flavour profile can seem complex to the uninitiated – and so having a brand ambassador present is intrinsic to the process. And the brand has a limited number of those, so a quality Johnnie Walker mentoring experience was restricted to a lucky few. Until now, tasked with finding a solution to this challenge, iris has created an Ultimate Immersive Mentoring experience, enabling local brand ambassadors to take quality whisky mentoring to a global audience. Inspired by the whisky’s six flavours: Fresh, Fruit, Malt, Spice, Wood and Peat, the immersive flavour journey, available on both Android and iOS, puts the power of Johnnie Walker’s best Whisky Sommelier in the hands of the Brand Ambassadors anywhere in the world, who can now, regardless of their knowledge, deliver a world class whisky mentoring experience.
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