Johnnie Walker courts Asian couples
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Written by Graham Holter
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Tuesday, 10 February 2009 |
Johnnie Walker is targeting the Asian wedding market in the latest phase of marketing for its Black Label limited-edition centenary pack.
Diageo GB introduced the high-gloss black bottle, complete with 23-carat gold details, in October.
The launch coincided with the Diwali celebrations and now the company hopes to reinforce its links with British Asians by focusing activity on the forthcoming wedding season.
The investment includes new TV and press advertising targeted at the Asian community, supported by a new website, www.johnniewalkerengraved.co.uk. The site invites consumers to have their bottle inscribed with their own personal message, "enhancing the aspirational nature of the brand".
There will also be a centenary bar at the the Asiana Bride Show.
James Pennefather, whisky brand director at Diageo GB, said: "Johnnie Walker Black Label is an established brand within the Asian community."
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