Johnnie Walker was thought of as stuffy. Uptight. Something for dudes that ironed their Dockers, given out as a retirement party gift. But the brand wanted to appeal to a younger crowd.

Johnnie Walker was born out of a local grocery. So, we created “Johnnie Walker Cocktail Grocer,” serving whisky in to-go cups and slinging snack pairings to match.

We transformed the deli counter into a chef’s counter, where guests could try late-night BECs, chopped cheese, and hoagies made by culinary heavyweights and open the freezer to sample hi-lo cocktails like Cheerwine and Red Label or slushies spiked with Johnnie Walker Black.