Scotch, the world’s favourite whisky, will be celebrated across the globe on Thursday February 8th with a series of red carpet, star-studded events to mark International Scotch Day.
International Scotch Day is a celebration of everything that gives the world’s favourite dram its unique character, flavour and personality – and invites adults everywhere to raise a glass of Scotch in celebration on the day. International Scotch Day is held during the week of the birthday of one of the world’s most influential Master Blenders – Alexander Walker the son of John ‘Johnnie’ Walker who brought Scotch to the world.
This year’s celebrations will be bigger than ever, taking place in over 70 countries worldwide, almost doubling the volume of last year’s inaugural celebrations and truly getting the world talking, thinking and enjoying Scotch. Large-scale marquee events will take place in South Africa, India, Mexico, The and Philippines involving consumer and media engagements throughout the day and red-carpet star-studded parties by evening. Events, PR, social media, broadcast, e-commerce, sampling, in-store and in-bar activity are planned, and all designed to drive excitement about Scotch.
People can participate by visiting their favourite bar and enjoying a Scotch with friends or posting on social media using #lovescotch.
Supermodel Shanina Shaik, James Marsden and actress Suki Waterhouse will lead a series of special International Scotch Day celebrations. Shaik will celebrate International Scotch Day in Johannesburg, Marsden will travel to Manila and Delhi and Waterhouse will be in Mexico City to celebrate the day.
When asked to describe her favourite thing about Scotch, Shanina Shaik said, “I love that it’s a drink that’s withstood time. It’s gone from a classic drink to one that mixologists can modernize with delicious ingredients”.
Ronan Beirne, Global Brand Marketing Director at Diageo said: “Last year’s International Scotch Day was a huge success and this year we wanted to turn up the volume and make it even more of a celebration with our three global ambassadors and events in many more markets.
“The world’s love affair with Scotch continues to grow, and just last month we reported global net sales growth of 3% in Scotch whisky – with the world’s favourite whisky, Johnnie Walker, growing by 7%. We chose to shoot the campaign creative at the iconic Cambus Cooperage against a backdrop of casks representing a tradition of craftsmanship that dates back centuries, alongside these three stylish personalities enjoying a Scotch together. A perfect way to show that Scotch is cool, and made to be enjoyed whenever and wherever.” – Ronan Beirne
The LoveScotch campaign encourages those who choose to drink, to do so responsibly.