Johnnie Walker Whisky — Bartenders’ Competition
DATES
November, 2014
Client
Sargis Karolina
Service
Strategic Communications, Media Relations
Category
Beverage Industry
Overview
SPRING PR provided full PR support for the first-ever Johnnie Walker Bartenders’ Competition held on November 22, 2014 in Armenia. The event brought together more than 100 bartenders at Speakeasy Restaurant & Cocktail Bar, marking a significant milestone for the country’s mixology and hospitality scene. Initiated by the Bartenders’ Association of Armenia in partnership with the world-renowned Johnnie Walker brand, the competition unfolded across 3 stages, narrowing the field from 100 participants to 20 semi-finalists and ultimately 6 finalists.
Participants were challenged to craft cocktails inspired by the 1920s American speakeasy culture, using Johnnie Walker whisky as the base spirit, presenting their creations in period-appropriate attire, and delivering performances that transported the audience into the atmosphere of the Prohibition era. This unique thematic approach elevated the event beyond a technical competition and positioned it as an immersive brand experience, attracting strong media attention and public interest.
Strategy
SPRING PR was responsible for the full strategic communications and media relations surrounding the competition, ensuring that the event not only received wide coverage but also reinforced Johnnie Walker’s premium brand positioning in Armenia.
The agency developed the communication framework and PR narrative, emphasising the event’s partnership with an internationally recognised whisky brand, the competition’s role in raising industry standards, and its unique speakeasy-themed creative direction. Through targeted outreach to leading lifestyle, entertainment and hospitality media, SPRING PR generated strong visibility and positioned the competition as a landmark event within Armenia’s bartending community.
The jury composition, which included respected industry professionals and well-known public figures, added credibility and public interest to the competition, further strengthening its profile and media appeal.
During the competition, SPRING PR managed all media engagement on-site, coordinated interviews with jury members, contestants, organisers and brand partners, and ensured accurate and compelling coverage of the judging process and thematic elements. Special attention was given to communicating the artistry behind the speakeasy-style presentations, the craftsmanship of the bartenders, and the brand storytelling embedded in each cocktail.
Post-event, SPRING PR executed a structured follow-up communication cycle, including coordination of approved materials, facilitation of additional interviews and careful oversight of the information flow across media platforms. This sustained effort amplified the visibility of the competition, strengthened Johnnie Walker’s positioning within Armenia’s lifestyle and mixology sectors.