Johnnie Walker’s Releases First-Ever NFT Collection With Virtue APAC But They’re Already Sold-Out

Johnnie Walker’s Releases First-Ever NFT Collection With Virtue APAC But They’re Already Sold-Out
B&T Magazine
Edited by B&T Magazine



Johnnie Walker has launched its first NFT collection with seven bottles from its rare Master of Flavour series selling out in just three minutes, as part of a multi-experience campaign developed by Virtue APAC, the creative agency from VICE media.

Appealing to modern luxury consumers and crypto enthusiasts, Johnnie Walker and Virtue worked in partnership with BlockBar.com, the world’s first direct to consumer NFT marketplace for luxury wines and spirits, to offer buyers the chance to own seven extremely rare, vaulted bottles of Blended Scotch Whisky paired with seven one-of-a-kind works of art.

All seven Masters of Flavour bottles, valued at US$35,000 (over $AU48,500) each, sold in Ethereum cryptocurrency within just three minutes – one of the fastest ever sales recorded on BlockBar.com.

Virtue managed overall strategic and creative conceptualisation for the Masters of Flavour campaign as well as developing a launch film and social assets.

One of the three NFTs released by Johnny Walker.

Johnnie Walker Masters of Flavour is the third and final whisky in the Johnnie Walker Masters series of extremely rare Scotch, crafted from fleetingly rare whiskies – which are all aged for at least 48 years – from four closed distilleries: Port Dundas, Brora, Glen Albyn and Glenury Royal.

Each of the seven bottles unlock access to a coinciding and exclusive piece of digital artwork from Australian contemporary artist Kode Abdo, aka BossLogic. Known for his fancasts, he recently teamed up with footballer Lionel Messi to create a new series of artistic NFTs featuring the global sports icon.

Extending the digital experience into the physical world, buyers can choose to keep the NFTs and redeem their purchase for an exclusive three-day trip to Edinburgh, Scotland. Immersing themselves in the history of Johnnie Walker, the exclusive money-can’t-buy experience includes a guided tour of the lowlands home of Johnnie Walker, including the Diageo archive and private tastings of rare collectable whiskies from the Diageo collection.

Chris Gurney, group creative director at Virtue APAC said: “Johnnie Walker Masters Of Flavour is the ultimate expression of mastery, so our approach was to bring the 48-year-old whiskey making and packaging process to life through the craft and materials of the world’s leading artisans. We worked together with Bosslogic to reflect this creative narrative in his NFT artwork and to enhance the overall film direction, we brought in acclaimed sound designer – Maurizio Argentieri, best known for working on international music film scores including The Island, Zoolander 2 and Bread and Tulips.

“Only seven rare bottles of Johnnie Walker Masters of Flavour were available through Blockbar.com and owning one of them is equivalent to owning a piece of time. The whisky and the bottle itself is a piece of art and our treatment of the film needed to reflect that, alongside the intersection of virtual artistry within the digital domain.”

You can view a short film regarding the launch of the NFTs here.




Please login with linkedin to comment

Johnny Walker NFTs virtue

Latest News

It’s Friday Quiz Time Again!
  • Media

It’s Friday Quiz Time Again!

Take B&T's trivia quiz for your chance to win a $100 booze voucher and possible cirrhosis of a major internal organ.

by B&T Magazine

B&T Magazine
Big data technology and data science illustration. Data flow concept. Querying, analysing, visualizing complex information. Neural network for artificial intelligence. Data mining. Business analytics.
  • Marketing

SenateSHJ Launches New Trans-Tasman Practices

SenateSHJ has launched a new digital, data and insights capability designed to help clients tackle the growing complexity of communication challenges. SenateSHJ Digital, Data and Insights (DDI) will combine the firm’s existing Digital and Insights functions to create a Trans-Tasman capability focused on digital communication, and the generation and use of data to improve communication. […]

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile
  • Media

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile

Creative technology platform Bonzai has announced the launch of BrandStory – a new premium mobile ad format. BrandStory offers triple the ad space and 2.8 times greater time in view than single scroll ad formats, addressing the surging demand from brands worldwide for more real estate to drive real results by seamlessly intertwining awareness, exploration […]

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7
  • Advertising

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7

B&T went through the looking glass this morning, with editor-in-chief David Hovenden (above) appearing on Channel 7’s The Morning Show to get the general public involved in our search for Australia’s Greatest Ad. Hovenden chatted with Kylie Gillies and stand-in host Matt Doran about what makes a great ad and showcasing some of our favourites […]

by B&T Magazine

B&T Magazine
Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma
  • Opinion

Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma

The science is not in question – smarter people than I, with far more data, have codified it. The logic is not up for grabs…it makes sense that creating mental shortcuts to your brand keeps you at the top of your mind. Lead image: Kate Smither – Owner, The Tall Planner I wouldn’t even take […]

Opinion

by B&T Magazine

B&T Magazine
African woman using a cellphone in an office alone
  • Marketing

Ortto & Tall Bob Partner To Deliver Better SMS & MMS For Australian & NZ Businesses

Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]

Slew Of New Hires At Snap Inc.
  • Media

Slew Of New Hires At Snap Inc.

Snap Inc. has announced a number of new recruits. B&T unaware if it positively impacted SEEK's share price.

Reddit Gets Playful Brand Refresh
  • Technology

Reddit Gets Playful Brand Refresh

This will be of interest to any Reddit fans, graphic designers or lovers of an orange so bright it burns the retinas.

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market
  • Advertising

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market

Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels. With the […]

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label
  • Marketing

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label

Today, 7-Eleven has announced a one-of-a-kind collaboration with the popular Sydney-based anti-resort wear label Double Rainbouu. Dropping tomorrow, December 1, just in time for summer, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour. The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, a bucket hat […]