DIAGEO

The Brief

Create premium, brand-led incentive trips for groups of on-trade customers to showcase Diageo brands, including brewery and distillery tours for Johnnie Walker and Guinness, and exclusive cocktail masterclasses centered around Ciroc and Don Julio.

The Solution

We arranged several trips for groups of up to 22 people in Edinburgh and Dublin with experiences at Johnnie Walker Princes Street and the Guinness Storehouse, respectively. Trips included premium private dining experiences, luxury hotel accommodation, flights, and transfers for all guests.

In Barcelona, we showcased Diageo Reserve’s premium spirits, Don Julio 1942 and Johnnie Walker Blue Label with a luxury group trip for 13 people, including 5* hotel accommodation. Guests enjoyed a VIP experience from start to finish, with a welcome dinner in a private room at Soho House Barcelona with a custom Johnnie Walker Blue Label created just for the group, a content creation session on a private yacht, a bespoke cocktail masterclass featuring Don Julio 1942 at Paradiso and a private tasting menu dinner at an innovative Michelin star restaurant.

For Ciroc, we arranged a luxury trip to Ibiza for 8 guests with a focus on immersing the group in the ‘Ciroc world’ of Ibiza. This included luxury hotel accommodation, a private sunset boat cruise with Ciroc cocktails, dinners and VIP club experiences at iconic venues linked to the brand, and an exclusive Ciroc masterclass hosted in a pool suite at a 5* hotel.