Diageo partners with global K-Pop star SUHO of EXO to promote responsible drinking in the Philippines, across Asia Pacific

“At Diageo, we are dedicated to promoting moderation and investing in programmes that encourage responsible alcohol consumption. This groundbreaking campaign with SUHO enables us to tap into the growing influence of K-Culture, engaging adult consumers across Asia Pacific in a creative way to make more mindful choices and embrace moderation.” ~Wilson Del Socorro, Corporate Relations Director, Asia Pacific

Diageo partners with global K-Pop star SUHO of EXO to promote responsible drinking in the Philippines, across Asia Pacific

SUHO, a renowned South Korean singer-songwriter, and actor who leads the group EXO, brings his own unique perspective to the campaign. SUHO, with his superpower ‘water’ in the EXO universe, is expected to align well with one of the key messages of the campaign – that staying hydrated by drinking water regularly is an important way to encourage moderation.

Diageo Philippines recently announced the launch of an exciting new regional responsible drinking campaign in Asia Pacific (APAC) with SUHO of K-pop boy group EXO to promote responsible and moderate alcohol consumption. The campaign kicked off in South Korea and will run in the Philippines. 

The 'Enjoy the Flow, Savour Every Moment’ campaign will feature an original song recorded by SUHO, a music video, and behind-the-scenes footage that emphasizes the importance of savoring each moment and enjoying alcohol in moderation. The track blends familiar sounds from a bar, such as glasses clinking, with sounds of nature and flowing water to produce multiple layers of music. The accompanying lyrics include messages like “take it easy”, “slow down”, and “savour every moment” to remind listeners to drink slow and pace themselves with water. The song, music video, and behind-the-scenes video will be shared across select Diageo social platforms as well as EXO's social channels. 

“I’m happy to participate in a purposeful campaign, where I can share meaningful messages for a good cause. Occasionally when I do have a drink, I make sure to drink in moderation. I really like how we’ve weaved into the song and music video messaging around pacing yourself, savouring the moment and not losing yourself.” ~SUHO

In line with other responsible drinking campaigns, this new activation will direct consumers to DRINKiQ.com, a dedicated, responsible drinking website available in 16 languages and 35 country sites. DRINKiQ shares valuable information, practical advice on alcohol consumption, and a range of resources to encourage moderate drinking. During the campaign, the site will spotlight a letter from SUHO on the importance of moderation and practical tips such as pacing drinks with water and enjoying beverages with food. 

Diageo is committed to transforming global drinking habits for the better, promoting moderation, and addressing the harmful use of alcohol. This commitment is integral to Diageo's 10-year sustainability plan, Society 2030: Spirit of Progress that aims to educate consumers on facts about alcohol and reach one billion people with moderation messages by 2030.

Learning more about DrinkIQ, you can visit www.drinkiq.com/en-ph/savour. 

About Diageo:

Diageo is a global leader in beverage alcohol, with an outstanding collection of brands across spirits and beer categories. These brands include Johnnie Walker, Singleton, Smirnoff, Captain Morgan, Baileys, Don Julio, Tanqueray, and Guinness. Diageo is a global company whose products are sold in more than 180 countries around the world. The company is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange (DEO). For more information about Diageo, our people, our brands, and our performance, visit us at www.diageo.com. Visit Diageo’s global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practices. Celebrating life, every day, everywhere.  

The Johnnie Walker Luxury Experience Diageo launches first Luxury Boutique in the Philippines

“The past years have shown a growing interest in scotch whisky globally, and this has also been felt here in the Philippines. It is evident in the growing assortment we see in retail and ecommerce. With the launch of the first ever Johnnie Walker Luxury Boutique here in S&R, we are now even better positioned to meet the market's demand for customization and exclusivity. S&R has always been the destination channel for imported spirits, and it just makes sense that the first ever Johnnie Walker Luxury Boutique will be launched in this channel. We believe that owning a bottle of whisky, especially a rare one, is an invitation to experience it and share it with the people who matter most to you. And we want Diageo brands, especially Johnnie Walker to be part of those celebrations and milestones, big and small.” ~Nio Judalena, Diageo Philippines Marketing Director

In partnership with S&R Membership Shopping Inc., the country’s largest hypermarket, shoppers can now enjoy the breadth, depth, and exclusive offers of Diageo through the Johnnie Walker Luxury Boutique. It was launched last April 1 at S&R Nuvali in Sta. Rosa, Laguna.

An experience like no other—Diageo is home to some of the world’s rarest and most exceptional spirits. In the Philippines, the company is expanding its presence in this space, starting with the launch of the Johnnie Walker Luxury Boutique in partnership with S&R. 

“While staying true to the Membership Club format, S&R is always open to collaborate and find new ways to excite its members. And we thank Diageo for this partnership. We hope that these efforts will deliver a new level of excitement to the S&R Members through the unique offering that the Luxury Boutique has to offer.” ~Karl Alexander Cotaoco, Vice President of S&R’s Buying-Food Division

Highlighting Diageo’s Rare & Exceptional portfolio which includes Johnnie Walker, this latest venture caters to needs for customization and exclusivity. It also hosts private mentoring where shoppers are given the opportunity to taste, view, and order a selection of the rarest whiskies that are only accessible to a select few. 

Luxury Portfolio

“Filipinos like celebrating milestones, big and small, and one of the most thoughtful ways to signify importance of a celebration is by bringing out a special bottle of whisky like Johnnie Walker Blue Label. Enjoying a dram is already a pleasurable journey on its own. From the smell of the whisky, the taste, the mouth-feel, and the finish, each and every sip is a unique experience because there is always more to discover in the deep and complex flavors of a whisky.” ~Fatima Espineda-Caeg, Marketing Manager for Diageo’s Dark Spirits Category

Diageo, Scotland’s largest exporter of Scotch whisky and other spirits, has an outstanding collection of over 200 brands enjoyed in more than 180 countries. Its brands are crafted, authentic, relevant, luxury, with something for every taste and celebration. 

Its flagship brand for the Luxury portfolio is Johnnie Walker Blue Label, where velvety smooth flavors blossom on the tongue. Johnnie Walker Blue Label comes from hand-selecting rare Scotch Whiskies with a remarkable depth of flavor. Only one in 10,000 casks make the cut. Best served neat, along with an ice-cold water to enhance its powerful character.

The John Walker and Sons Collection 

“The small batch nature of the blending for these whiskies allows us to pay close attention to detail, only possible at this scale—from individually selecting the rarest and most exceptional whiskies, to vatting different styles and characters and skillfully bringing them together to create a final blend; all ensuring the most extraordinary flavors are fully revealed. This is an extraordinary whisky for extraordinary occasions. Enjoy Johnnie Walker Blue Label in any way you like, on its own, over ice, or with a dash of water. This is an extremely complex luxury whisky.” ~Fatima Espineda-Caeg, Marketing Manager for Diageo’s Dark Spirits Category

Alongside the launch of its first luxury boutique in the country, Diageo also showcases its John Walker and Sons Collection, which is the luxury tier of Johnnie Walker—a collection of exceptional blended Scotch whiskies inspired by its illustrious history and crafted using rare casks from its blenders’ unparalleled reserves. 

The John Walker & Sons Collection encapsulates its commitment to supreme quality and craft. It includes the John Walker and Sons XR21 and King George V.

The Johnnie Walker Blue Label is an unrivalled masterpiece. It is an exquisite blend made from some of Scotland’s rarest and most exceptional whiskies. Only one in every ten thousand casks has the elusive quality, character, and flavor to deliver the remarkable signature taste of Johnnie Walker Blue Label. 

Inspired by Sir Alexander Walker’s original blending notes, John Walker & Sons XR21 is opulent, indulgent, and exquisitely crafted. But behind that rarefied exterior is an intense and warm character—subtle notes of spiced vanilla, sweet hints of golden honey, and an exceptionally smooth finish.

The John Walker & Sons King George V, on the other hand, is created using only the finest whiskies from distilleries that were operating during George’s twenty-five-year reign (1910-1936), some of which no longer exist. They are blended together to reflect the distinctive Johnnie Walker style of the era. 

It is an opulent and regal blend. Sensuous, layered, and intense, the John Walker & Sons King George V is a kaleidoscope of flavors and aromas. Hints of roasted nuts, dark chocolate and an imposing sweet smokiness combine elegantly with suggestions of honey, citrus orange, and rose petals. 

The John Walker & Sons King George V also commemorates the granting of the Royal Warrant to Johnnie Walker by King George V on January 1, 1934. By then, JW was already well on its way to becoming an iconic global brand. With the granting of the Royal Warrant, the iconic Johnnie Walker continues to be supplied to the Royal Household, until now.

Boutique opening

The first Johnnie Walker Luxury Boutique in the Philippines is open to the public starting April 1, 2022.

The boutique also features a Whisky flavor map for customers to explore other flavors of Diageo luxury portfolio, as well as engraving machine where shoppers who purchase either a Johnnie Walker Blue Label or Mortlach Single Malt Scotch Whisky can customize their purchased bottles with a message or name via its in-store engraving services. The boutique also offers exclusive John Walker and Sons gift bags, and reusable gift tags for their everyday gifting needs.

It will also offer tasting kits for customers who purchase more than Php 15,000 from the boutique, which will be available to shoppers until June 30, 2022.

About Diageo 

Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, JεB, Buchanan’s and Windsor whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray, and Guinness.