Bartenders and bar owners around the world are invited to submit their best

Johnnie Walker Black Label cocktail for the chance to win an exclusive trip to Scotland

 Following the success of the inaugural Johnnie Walker Black Label Bartender Challenge in 2023, the world’s number one Scotch Whisky[1] is pleased to announce that the challenge is returning for a second year.

This year, bartenders and bar owners across the globe will be challenged to create an Instagram reel showcasing their Johnnie Walker Black Label cocktail, which must be made using easily attainable ingredients. The challenge is open to entrants amateur and professional alike who, by participating, will be in with a chance of winning an exclusive three-night trip to Scotland, the home of Johnnie Walker, for an immersion into the world of Johnnie Walker Black Label.

In order to enter the challenge, participants over the age of 25 should publish a public Instagram reel of their original Johnnie Walker Black Label cocktail, ensuring that all ingredients used are easily accessible.  The reel must clearly show a bottle of Johnnie Walker Black Label, include the cocktail recipe and explain why Johnnie Walker Black Label is the perfect ingredient for the cocktail.  Each post must be in English, tag @johnniewalker and use the campaign hashtags #BlackLabelChallenge and #KeepWalking.  Entries must be made between 17:00 GMT, 7th March 2024 and 23:59 BST, 10th May 2024, with the winner announced on 7th June 2024.

As last year, four bartender winners will be selected from four global regions by a judging panel including Tim Philips-Johansson, Johnnie Walker Global Brand Ambassador, and Jan Šebek, winner of the Johnnie Walker Challenge at Diageo World Class 2023.  This year, an additional four winning spots will be up for grabs for the best bar owners who enter the challenge.  Entries will go through a rigorous, two-stage judging procedure to evaluate aesthetics, recipe balance, creativity, taste and flare.  One bartender winner and one bar owner winner will be chosen from each of the following regions: South & Central America; Asia & Australia; Africa, and Europe*.

The winners’ trip will take place in January 2025 – when bartenders and bar owners can enjoy some downtime and the focus being on themselves following the busy festive period.  The trip will take place across the Burns Night weekend, meaning that winners will enjoy the traditional Scottish celebration in a truly authentic way, and will also include experiences such as access to the Diageo Archives; a behind-the-scenes distillery tour; a deconstructed tasting of Johnnie Walker Black Label with Dr Emma Walker, Johnnie Walker Master Blender; and the opportunity to enjoy an array of experiences throughout the Johnnie Walker Brand home: Johnnie Walker Princes Street.

Johnnie Walker Global Brand Ambassador, Tim Philips-Johansson, comments: “I’m thrilled to see the return of the Johnnie Walker Black Label Bartender Challenge. The response from the industry last year was amazing – to have over 200 bartenders across 47 countries show us their own unique Black Label cocktail was a real testament to the love for this whisky throughout the bartending world. My job as a judge was quite challenging, if I’m honest; the versatility of the liquid meant we were seeing amazing entries across highballs and lowballs, sours and spritzes and everything in between. I cannot wait to see what creations are put to us by bartenders this year”.

Johnnie Walker Black Label was first created over 100 years ago by the Walker family who were not content with the one-note flavours and inconsistent whiskies of their day. They took bold steps to make a significantly better Scotch Whisky – expertly blended to create the rich, iconic flavour that is still made today. Johnnie Walker Black Label takes the very best whiskies from the Four Corners of Scotland, each expressing the aromas and tasted typical of that region, to create a beautifully balanced liquid celebrated worldwide.

For further information, please visit @johnniewalker on Instagram or contact Smarts Agency on

* The challenge is not open to those territories where participation is prohibited by local law or regulation.  All residents of the United States of America, Canada, Sweden, Norway, Finland and Philippines are not eligible to enter this challenge.

Entry Mechanic:

·         Entrants must be at least 25 years of age.

·         Entries must be made in English.

·         Bartender posts their cocktail via Instagram reel.

·         The cocktail must be made using only easily accessible ingredients

·         The post must clearly feature a bottle of Johnnie Walker Black Label, as well as clear directions on how to make the cocktail and why Johnnie Walker Black Label is the perfect ingredient for the cocktail.

·         Entries must be grid posts, made public, tag @JohnnieWalker and feature the hashtags #BlackLabelChallenge & #KeepWalking

Please see the full Terms & Conditions here for more detail.

About Johnnie Walker: 

Johnnie Walker is the world’s number one Scotch Whisky brand (IWSR 2022), enjoyed by people in over 180 countries around the world. Since the time of its founder, John Walker, those who blend its whiskies have pursued flavour and quality above all else.     

Today’s range of award-winning whiskies includes Johnnie Walker Red Label, Black Label, Double Black, Green Label, Gold Label Reserve, Aged 18 Years, Blue Label and Blonde. Together they account for over 21 million cases sold annually (IWSR, 2022). Johnnie Walker is also the number one best-selling Scotch and number one trending Scotch (Drinks International, 2024).

About Johnnie Walker Black Label:

Johnnie Walker Black Label, the biggest selling premium Scotch in the world3, is made using more than 29 whiskies from the four corners of Scotland. The whiskies used to create Johnnie Walker Black Label are matured to the exact point where they’ve reached their peak of vibrant flavour – this takes time and patience. 12 years is often an aging sweet spot for maturing whiskies – resulting in the unmistakably rich and smooth taste that is Johnnie Walker Black Label. 

About Diageo: 

Diageo is a global leader in beverage alcohol with an outstanding collection of brands across spirits and beer categories. These brands include Johnnie Walker, Crown Royal, JεB and Buchanan’s whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness. 

Diageo is a global company, and our products are sold in more than 180 countries around the world. The company is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange (DEO). For more information about Diageo, our people, our brands and performance, visit us at Visit Diageo’s global responsible drinking resource,, for information, initiatives and ways to share best practice. 

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