Beginning yesterday and running through Sunday, Johnnie Walker Blue Label will be hosting a holiday engraving lounge at the Village of Merrick Park in Coral Gables, as a special service for the holiday season-and to boost sales for the brand at big selling time for retailers. Fans of the Scottish whisky can bring their Blue Label bottles to the retail space-turned-pop-up lounge to be engraved with a special message for recipients.
"This is a program Johnnie Walker has had for a year or two, usually done in smaller versions, like kiosks in malls, but this was the first time we created a pop-up store," said Daniel Cento, manager for experiential marketing for the Jeffrey Group, the spirit's public relations firm and planners for the lounge.
The lounge-with temporary walls, branding, and furniture from Cort Event Furnishings-held a special opening party on December 10, featuring a performance from Grammy winner Jorge Villamizar, former lead singer of the band Bacilos. In addition to Blue Label, other premium whiskeys from the brand were also on hand for guests to sample, while the group of 85 also partook in passed hors d'oeuvres from Touch Catering.
The special JW engraving lounges are taking place around the country in New York City, Washington, D.C., and Los Angeles
