Johnnie Walker’s first NFT collection via Virtue APAC

9 June 2022

Creative Agency: Virtue APAC

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"This drop symbolises the future of luxury whisky ownership and consumer experience."

Johnnie Walker has launched its first NFT collection with seven bottles from its Master of Flavour series, as part of a multi-experience campaign developed by Virtue APAC, the creative agency from VICE media.

Johnnie Walker and Virtue APAC worked in partnership with, a direct to consumer NFT marketplace for luxury wines and spirits, to offer buyers the chance to own seven extremely rare, vaulted bottles of Blended Scotch Whisky paired with seven one-of-a-kind works of art.

All seven Masters of Flavour bottles, valued at US$35,000 each, sold in Ethereum cryptocurrency within just three minutes - one of the fastest ever sales recorded on

Virtue APAC managed the strategic and creative conceptualisation for the Masters of Flavour campaign as well as developing a  film and social assets.

Johnnie Walker Masters of Flavour is the third and final whisky in the Johnnie Walker Masters series of extremely rare Scotch, crafted from fleetingly rare whiskies – which are all aged for at least 48 years – from four closed distilleries: Port Dundas, Brora, Glen Albyn and Glenury Royal.

Chris Gurney, group creative director at Virtue APAC said: “Only seven rare bottles of Johnnie Walker Masters of Flavour were available through and owning one of them is equivalent to owning a piece of time. The whisky and the bottle itself is a piece of art and our treatment of the film needed to reflect that, alongside the intersection of virtual artistry within the digital domain.”

Lyndon Govender, marketing director, Southeast Asia, Diageo, said: “At Johnnie Walker we are continuously pushing the boundaries of innovation and creativity."

"This drop symbolises the future of luxury whisky ownership and consumer experience and we are proud to have worked closely with the team at Virtue to navigate this new world and create a campaign we are truly proud of.”

Client: Diageo
Agency: Virtue APAC 
Business Director: Victoria Fernandez
Senior Account Manager: Isabel Ong
Head of Strategy: Huiwen Tow
Strategy Director: Zoe Chen
Executive Creative Director: Ciaran Bonass
Group Creative Director: Chris Gurney
Senior Art Director: Sean Harrison
Senior Copywriter: Justin Gomes
Production Partner: The Carrot Collective


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