Johnnie Walker Launches Worldwide Bartender Competition

Johnnie Walker Launches Worldwide Bartender Competition

Take part in the Johnnie Walker Cocktail Challenge and show off your bartending skills! Win a trip to Scotland and the chance to learn from industry experts by creating a unique drink using JW Black Label. Open to bartenders worldwide, including Venezuela.

Calling All Venezuelan Bartenders

Johnnie Walker Scotch Whisky has issued a new challenge to bartenders around the world, including Venezuelans, to create a cocktail using one of its best-selling distillates, JW Black Label. The winner will travel to Scotland for an immersive experience with the brand.

Four winners will be selected by a panel of judges including Tim Philips-Johansson, global brand ambassador for Johnnie Walker; Adrián Michalčík, World Class Global Bartender of the Year 2022; and Nick Tesar, winner of Australia World Class 2022 and winner of the World Class Johnnie Walker Challenge.

Entries will be judged on aesthetics, recipe balance and equilibrium and creativity. One winner will be selected from each of the participating regions: South and Central America, Asia and Australia, Africa and Europe.

Johnnie Walker’s Global Brand Ambassador, Tim Philips-Johansson, comments: “I am thrilled that Johnnie Walker is launching this challenge, which will allow professional and amateur bartenders around the world to explore and experiment with the Black Label blend to create unique drinks.”

How to enter?

To participate, bartenders must publicly post a Johnnie Walker Black Label cocktail of their creation on Instagram, including the recipe and why the whiskey is the key ingredient in the cocktail. Each post must tag @johnniewalker and use the campaign hashtags #KeepWalking and #JWBlackLabel.

Entries must be submitted by 23:59 GMT on March 6, 2023, and the winner will be announced on March 17, 2023. Click here for the full contest rules.

Here is how the contest works:

  1. Bartenders will post their cocktails on Instagram.
  2. The post must include the cocktail and a bottle of Johnnie Walker Black Label, as well as clear instructions on how to make the cocktail. The post must be viewable on Instagram.
  3. Posts must be grid posts, made public, tag @JohnnieWalker and the bartender’s local brand ambassador and include the hashtags #JWBlackLabel and #KeepWalking.

The Prize

The winner’s trip will take place in May 2023 and will include a tour of the distillery, a visit to the Diageo Archives, a deconstructed Johnnie Walker Black Label tasting with Emma Walker, Johnnie Walker’s first female master blender and an invitation to enjoy a variety of experiences at the brand’s home – Johnnie Walker Princes Street.

The initiative was launched to highlight Johnnie Walker Black Label’s credentials and give back to those who have supported the award-winning Scotch whisky within the bartending community.

The challenge follows the launch of Johnnie Walker Black Label’s new global campaign, which kicks off in October 2022 with a new TV and digital ad starring American actor Jonathan Majors and locally in January 2023.

About Johnnie Walker whiskey

Johnnie Walker whiskey has been around since 1820 when John Walker opened a grocery store in Scotland and began selling his blend of whiskey. Walker was known for blending his whisky from the best casks he could find and his whisky quickly became popular.

John Walker’s son, Alexander, took over the business in 1857 and changed the name to Johnnie Walker & Sons. He began to market the whisky more widely and introduced the iconic square bottle with the slanted label. In 1909, Johnnie Walker became the first whisky to be sold in a bottle and quickly became one of the world’s most recognizable brands.

Today, Johnnie Walker is one of the most popular whisky brands in the world and is available in more than 200 countries. Johnnie Walker offers a wide range of whiskies, including the classic Red Label, Black Label and Gold Label blends, as well as single malt whiskies and special limited edition whiskies.

Here are a few fun facts about Johnnie Walker:

  • Johnnie Walker is the most recognized whisky brand in the world.
  • It is estimated that 1.5 billion bottles of Johnnie Walker have been sold since its inception.
  • The iconic square bottle was designed in the early 20th century to make it easier to stack on ships during transport.
  • The label on the bottle is angled at 24 degrees, said to symbolize the 24 hours in a day and the importance of making each one count.
  • Johnnie Walker is the official whisky of the Formula One racing series.
  • In 2018, the company released its first-ever triple malt whisky, called Johnnie Walker Green Label.


Drinking alcohol can have serious and harmful effects on your health, both in the short and long term. It can impair judgment and coordination, increasing the risk of accidents and injuries.

It can also cause liver damage and high blood pressure and increase the risk of certain cancers. It is important to always drink responsibly and in moderation and never drink and drive. If you have a problem with alcohol, it is important to get help.