Barfly was commissioned by Diageo’s North American innovation team to closely work with them on the development of a significant new expression for Johnnie Walker – a rye whiskey. Barfly hand-picked a select group of US bar professionals and worked with them to critique the brand proposition, story, pricing, and packaging, as well as collaborating with a highly skilled liquid expert.
The task in hand considered how to clearly signpost a new opportunity for Johnnie Walker without confusing or damaging the formidable global equity that the brand has built over the years. The group of experts recruited by Barfly provided a critical commercial perspective to the overall project as well as optimising the messaging into a clear and concise message.
Additionally, the enthusiasm for this initiative also underpinned Diageo’s confidence in this new opportunity for Johnnie Walker in the US market, and in November 2021 the business launched Johnnie Walker High Rye Blended Scotch, comprising of single malts from the Johnnie Walker Black Label flavour profile including Cardhu, Glenkinchie and Caol Ila.