SOUTH AFRICA – Premium spirits company Diageo has partnered with Massmart owned retail outlet Makro in Riversands, Johannesburg, opening a Johnnie Walker Reserve Room.

The exclusive whiskey room is aimed to enable the local retail and liquor giant explore ways to creatively shape moments of connection for both their consumers.

Shoppers will have the opportunity to engage with whiskey brands from Diageo South Africa such as the Johnnie Walker Blue, Diageo single malts lead by The Singleton, Talisker 10, Lagavulin 16yr, Caol lla 12yr, Cardhu 12yr, Dalwhinnie, future Diageo Reserve Special Releases and the Gold Icon Pack which is a gifting option available at Makro.

This experience will also drive edutainment in expressing the different Johnnie Walker Blended Scotch whiskies and Diageo Reserve Single malts based on their taste profiles.

According to research firm IRI, innovation and premiumisation keeps quality-conscious customers coming back – these are patrons who continue to demand a superior standard from their favourite brands.

As consumer expectations rise, alcohol brands can’t just push products, they need to create digital innovation-led experiences for the ever-conscious and aspirational consumer.

Diageo South Africa, head of reserve, Mandla Mthombeni comments, “We have had a long-standing relationship with Makro and the Riversands store was a perfect location to install our store-in-store experience. We want our aspirational patrons to walk in and feel immersed in the premiumness that Diageo South Africa offers.

“The concept arose from the idea of shaping the moments of connection – meaning that where there is an opportunity to engage with any brand there is an awareness and education job that needs to be done, so that our consumers feel connected to our brands.”

The Diageo Whiskey Room experience will be open to the public and activated every Thursday to Saturday until the end of December.

Mpho Thagisa, liquor vice president at Makro added, “This is the second in-store experience for Makro Liquor. We look forward to bringing our customers new and innovative ways of engaging with our brand.

“The collaboration with Diageo South Africa has unlocked next-level shopping experiences to life for our customers.”

Meanwhile Diageo’s subsidiary, Kenya Breweries Limited (KBL) has launched a festive campaign dubbed Turn on the Spirit of the Season.

The campaign aims at bringing together friends and families to have meaningful celebrations, inspiring joyful festivities, and new twists on traditions during this festive season.

KBL’s George Karume, Shopper Manager said, “We are pleased to introduce to you this campaign that aims to bring together family and friends during this festive period. This year has been tough for most businesses and consumers due to the global pandemic shocks and economic recession.

“Despite this, we have to be optimistic to soldier on and celebrate life, everywhere. This campaign aims to encourage our consumers to celebrate, inspire, and reconnect with their loved ones.” 

Under the campaign, KBL has launched its 2022 Festive Gifting catalogue, which will provide Kenyans above the legal purchase age with a wide range of discounted alcoholic beverages and unique branded souvenirs to gift to their friends and families throughout the festive season. 

The gifting catalogue will be available on KBL’s e-commerce platform, KE The Bar as well as its social media platforms and official website.

KBL has also partnered with several retail partners around the country, including Quick Mart, Naivas and Chandarana in promoting the festive campaign. 

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