Global drinks giant Diageo has been investing in the ongoing pursuit of innovation, ramping up its pioneering non-alcoholic distilled spirit Seedlip, and presenting a Johnnie Blue nod to good fortune.
Last year Diageo acquired a majority in what is said to be the world’s first distilled non-alcoholic spirit – Seedlip.
Seedlip launched four years ago and has flourished in the subsequent wave of markets attracted to non-alcoholic options, spurred by alcohol-free varietals in multiple styles and brands.
A major Seedlip campaign launched in England mid-January with the tagline of ‘Drink to the Future’, but the Australian message centres on ‘Bye Bye Boring’, dismissing underwhelming non-alcoholic predecessors, and pushing that it is not boring to go to the pub and not drink alcohol, but it is boring to be hungover.
Media agency Carat identified four distinct consumer groups for Seedlip, aiming to optimise the message and its distribution for each. The campaign will be seen on OOH (out of home) and digital, aiming to offer Australians an alternative spirit when they’re not drinking.
Honouring last weekend’s Chinese New Year celebrations, Johnnie Walker has released the seventh instalment of its annual commemorative Lunar New Year Limited Edition Design series.
The latest pays homage to the arriving ‘Year of the Rat’ – the ubiquitous rodent and its wit and adaptability thought to augur well with opportunity and good fortune.
The original bottle shows the creature perched on golden ingots amid red lanterns and cherry blossom trees, and its packaging features an intricate paper cutting of the Rat. A restricted number of bottles are allocated for Australia.
“It is an exciting time for Johnnie Walker; there is no denying the potential of the luxury Scotch whisky category,” offers Melissa Maidment, Marketing Manager – Whisk(e)y.
The Johnnie Walker Blue Label 750mL Year of the Rat edition is available for RRP $259.99. (ABV 40%)
