Johnnie Walker is one of the most famous and recognisable whisky brands in the world. Over many years, Diageo has commissioned Barfly for a number of projects to ensure it maintains that status. From qualitative bartender interviews to innovations pilots to internal workshops, underpinning much of that collaboration has been bringing some of the world’s leading bartenders from Barfly’s international network into the process.

The business made it clear to Barfly from the start, “Don’t tell us what we already know and don’t restate the problem”. So, with each project, Barfly has ruthlessly focused on providing Diageo with only the very latest trends and opinions about the whisk(e)y category, Johnnie Walker’s status within it, and where the trademark’s future lies versus its competitors.

Leveraging Barfly’s unique and comprehensive final debrief formats, underpinned with compelling HD film, Barfly has helped Diageo understand how to drive greater brand relevance with influential drinks professionals who work on the frontline of the industry and play such a vital role in advocating brands to their customers.