Diageo GB is offering consumers a facility to have a message engraved on a bottle of its Johnnie Walker Black Label Limited Edition Centenary whisky. The new engraving offer is being targeted specifically at the UK Asian community, where Johnnie Walker Black Label is apparently highly popular.

TV and press advertising targeted the UK Asian market will support the engraving offer. Diageo GB has created a new website, www.johnniewalkerengraved.co.uk, which invites consumers to have their bottle engraved with their own personal message. Johnnie Walker is also showcasing a special ‘Centenary Bar’ at the Asiana Bride show, where visitors can sample the whisky and see the personalised engraving service.

The high gloss black bottle was launched in October 2008 to celebrate the 100th anniversary of the iconic Johnnie Walker Striding Man logo, which is embellished on-pack using 23 Carat Gold. In October, Asian-related activity focused on Diwali celebrations; now, the latest phase of activity coincides with the Asian wedding season.

James Pennefather, Whisky Brand Director at Diageo GB, comments: “Johnnie Walker Black Label is an established brand within the Asian community and with the Asian wedding season upon us, we will raise awareness of the Centenary bottle through TV, press and our partnership and sampling activity at the Asiana Bride Show.”