Johnnie Walker has a rich heritage, unparalleled stories of craft, and an authentic passion for whisky.

Exactly the things drawing younger customers to single malt brands.

We wanted to bring out these stories hiding in every bottle — in a way that would get attention and be talked about.

A flat-packed pyramid with every bottle.

Specially crafted 3D films with JW’s Master Blenders showing you how whisky is made, and how to drink it.

A spectacle that works for retail, outdoor, activations — and on your phone.

The idea was trialled in Thailand and Indonesia. Within a year, it was launched in China and adapted for North America.

Over a year, it cut the cost of whisky mentoring from USD 300 per person to USD 18. Eighteen.