Scotch Whisky is one of the most important spirits in Diageo’s portfolio with 33 million cases of the liquid exported globally each year.
To honour a spirit that has long drawn people in through its status and style, the 10th February 2017, the inaugural International Scotch Day, was celebrated worldwide.
The celebrations were held to coincide with a momentous day in the Scotch calendar: the 180th birthday of Alexander Walker. Alexander was the son of John ‘Johnnie’ Walker, and not only a pioneering blender, but was also the man responsible for introducing the famous Johnnie Walker square bottle and slanting label, now an icon for Scotch Whisky all over the world. International Scotch Day invited people everywhere to raise a dram in celebration of a drink that’s made to be enjoyed with good company, wherever and whenever.
Celebrations honoured Scotch’s heritage, authenticity and quality as well as shining a light on continuing innovation and entrepreneurship in the industry, adding a new cultural moment and occasion to the calendar to continue to drive and evolve Scotch’s future.
Official celebrations took place all over the world, with world renowned supermodel Coco Rocha and actress Freida Pinto fronting proceedings and hosting exclusive celebrations in Mexico City and Mumbai respectively.