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Johnnie Walker Blue in Xmas push to London on- and off-trade

Published:  24 November, 2015

Core Diageo whisky brand Johnnie Walker has revealed a festive drive in London's on- and off-trade for its premium Blue expression.

In the off-trade, Johnnie Walker Blue is partnering with The Whisky Shop in Piccadilly.

The store's shop-front will be Johnnie Walker branded, and LED screens will show the whisky's new film, Gentleman's Wager II, which features Jude Law and Giancarlo Giannini.

There will be a range of other display's in-store showcasing the brand.

The Whisky Shop will also be hosting one-to-one walk-in Johnnie Walker Blue Label tastings led by its team of specialist staff.

The tastings will be between 5.00pm and 7.00pm on December 4, 10 and 17.

Customers will be able to buy the brand's new 20cl limited-edition gift box, as well as its City Edition bottles celebrating the London and Edinburgh skylines.

Johnnie Walker Blue Whisky

In the on-trade, the brand has also partnered with Quaglino's in St James, to develop an exclusive celebratory cocktail, The Blue Note, which features Lillet Blanc, Mandarin Napoleon, drops of Grapefruit Bitters and Johnnie Walker Blue.

Both activities are part of the brand's global 'Joy Will Take You Further' campaign.

Nick Temperley, head of Diageo Reserve GB, said: "We're delighted to have partnered with The Whisky Shop, a company as passionate about whisky as the Johnnie Walker team here at Diageo Reserve.

"The relationship is perfectly placed help us position Johnnie Walker Blue Label as the ultimate luxury gift this Christmas.

"By extending this celebration of Johnnie Walker Blue Label to include a bespoke serve developed by the team at Quaglino's enables us to reach both the on and off-trade channels during the most important trading period of the year."

The Whisky Shop promotion will run until the end of January 2016.