Chorus partnered with Johnnie Walker on a multi-sensory tasting experience inspired by the ‘depth of flavour’ of its Blue Label brand. This global activation was a public-ticketed programme and pilot launch, which took place at the Mandala Club in Singapore.

Guests were welcomed into a Blue Label world before entering into the ritual space for an hour long immersive tasting experience. Consumers were invited to ‘explore the extraordinary depth of flavour found in Johnnie Walker Blue Label indulging through sight, sound, smell, and taste - a sensory journey including a bespoke perfume and 3d audio soundscape that celebrates the rare whiskies from the Johnnie Walker reserve.

Also included in the experience was a personalisation station, unique photo opportunities, Blue Label cocktails and canapes, and global brand ambassadors on hand to provide a luxury best in class experience.

“Your creative insights, your executional skills and your can-do attitude – for Blue and Black – have been very precious to deliver our ambition. Most importantly, it’s been a pleasure working with each one of you on these two massive projects. 

I’ve followed your accomplishments of the past months: the astonishing pilot in Singapore (wow!) and the release of the playbooks. Truly phenomenal. I sincerely wished I could have been there in Singapore in particular. Great execution and so many good learnings to leverage now. Thank you and well done!”

-Diageo