In the realm of fine whisky, Johnnie Walker has long been recognized as the top brand.

The company hopes to encourage people to take courageous actions to enliven their lives through creativity and culture with the help of its most recent “Walk Beyond” promotion. “Walk Beyond” is a project that combines tastemakers and multi-hyphenates to create moments that define cultures and enthrall creative communities all over the globe.

There is more to “Walk Beyond” than just a program. Additionally, a collection with both digital and physical activations was created. The campaign’s digital initiatives include “Walk Beyond in the Metaverse,” which not only pushes Johnnie Walker’s creative envelope but also offers a platform for people all over the world to interact more authentically through music and culture. Johnnie Walker can reach more online fans who want to interact with JW and its virtual initiatives in a more engaging manner by having a presence in the metaverse.

In collaboration with Hypebeast, the “Walk Beyond In The Metaverse” Virtual Concert is propelled by creative freedom and creativity. The event, which incorporates cutting-edge technology, pays homage to what Johnnie Walker has created and accomplished as a whisky brand as well as a vision for the future that includes Web3, the metaverse, and more. The “Walk Beyond In The Metaverse” Virtual Concert describes the brand’s “Future Heritage” and invites whisky, culture, and art enthusiasts to fully immerse themselves in the Johnnie Walker brand’s visual and aural narratives.

Participants in the concert will also be able to interact with the brand’s imaginative interpretation of its DNA; instantly noticeable luminous gold tones, the brand’s distinctive color, will give attendees a lively, virtual journey into the world of Johnnie Walker.

James Reid, an Australian-Filipino singer-songwriter, will co-headline the musical performance “Walk Beyond In The Metaverse.” Additional special performing celebrities will be revealed soon. Only those who buy a bottle of Black Label from a participating retailer and enter the raffle competition online by scanning the bottle’s QR code will have access to the virtual performance, which debuts on on June 9. Winners will receive two VIP tickets and Meta Quest 2 VR headsets. To participate in the campaign promotion, buy a bottle of Johnnie Walker Black Label from S&R, 7-11, or the Diageo official store in Lazada or Shopee.


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