A year ago, Johnnie Walker crafted a marketing campaign to increase demand for its pinnacle offering: Johnnie Walker Blue Label. It touted the activation as an “interpretive, one-of-a-kind spectacle,” bringing to life the artistic dimension of whisky tasting.

Titled “Symphony in Blue,” it received critical acclaim in London where it premiered, as “the world’s first theatrical, experiential, musical and artistic journey” into the discovery of the trademark’s 190-year experience in the art of blending the finest whiskies in the world and a full appreciation of the six different flavours of its highly prized (and priced) blend.

And on September 24, Kampala became the second city in Africa after Johannesburg to host the event.

Business tycoon Sudhir Ruparelia provided his house as a suitable location for the event.

Mr Ruparelia hosted about 100 guests.

Timeless

“Johnnie Walker Blue Label is a universally treasured, timeless melodic blend. Akin to a musical masterpiece, it has a deft composition of rare and complex flavours that give way to an extraordinary depth. It is to this crescendo in the symphony of flavours and experiences that Johnnie Walker Blue Label is delighted to welcome you in this exclusive membership club,” said Nyimpini Mabunda, managing director of Uganda Breweries, a subsidiary of the global liqueur leader Diageo, which owns Johnnie Walker.

Launched in June, the Club is part of continuing efforts to provide unique luxury experiences for its consumers.

Members enjoy benefits like attending elite worldwide experiences like VVIP Paddock Access to the Mercedes Formula 1 Team Garage, private tours of famous distilleries in Scotland, and guided VIP nightlife tours in world capitals like London, New York, Shanghai and Johannesburg.

“Members also get 24-hour delivery service, and the best rates for purchases of any of Uganda Breweries’ range of whiskies. Other benefits include a closed shop experience — a special time set aside for a club member’s exclusive shopping at the luxury House of Walker shop at the Sheraton, plus personalised bottle engraving,” Mabunda said.