Johnnie Walker Digitises Scotch Whisky Experience

johnnie walker alexa

The Johnnie Walker mentorship programme is now on Amazon Alexa and Facebook Messenger, with videos featuring mixologist, Jeff Bell.

Johnnie Walker has launched a digital mentorship programme around its Blended Scotch Whisky collection. Crafted for those of the legal drinking age, the educational series is accessible from the comfort of one’s own home, and captures the brand’s renewed direction towards innovation.

The release aims to deliver product credentials and over two centuries of heritage and blending expertise through unique experiences developed in tandem with Vayner Media. The effort is being run across Amazon Alexa and Facebook Messenger, with videos featuring mixologist, Jeff Bell.

An Alexa skill has been devised, allowing consumers to discover the brand’s full portfolio and rich history. Downloadable via the Alexa app, it is launched using voice activation on Amazon Echo, Echo Dot, Amazon Tap, Amazon Fire TV, and more by saying: “Alexa, open Johnnie Walker.”

Alexa guides personalised tastings, recommends blends for various palates, shares inspiring anecdotes, provides practical whisky tips, and offers cocktail recipes. With the help e-commerce website, Drizly, the innovation-enabled skill is also able to direct users to retailers near their specific zip code.

A Messenger bot exists for fans to chat to online using their mobile devices. Whether home, at a bar or on-the-go, participants can custom-order bottles through ReserveBar, get cocktail ingredients doorstep-delivered via Cocktail Courier, pick up product on Drizly, and locate the closest retailers.

“The programmes with Amazon and Facebook, and digital video series showcase the brand story. They redefine home entertaining and whisky education, allowing our consumers to experience the brand in a way they never have before,” said Stephanie Jacoby, VP Marketing for Johnnie Walker.

Johnnie Walker was a winner at the 2015-2016 World Branding Awards under the Alcoholic Spirits – Whisky (Global) category.