A scotch whisky distiller, when asked recently if he made any blends, was gloriously sniffy and dismissive of blended whisky. It would have been interesting to see and hear what he would have made of the Johnnie Walker Directors Blends, which I got to taste last Thursday (November 28) in London.
The campaign is called Dare to Think and Koskenkorva drinks, specially made as a tribute to Alfred Nobel, are going to be served to Nobel laureates, members of royalty and students at the after-party, Nobel NightCap. Koskenkorva will be hosting the themed bars serving drinks at the event.
The Nobel Prize Award Ceremony is an international event that is watched by millions of people in Scandinavia.
Patrik Holtari marketing director at Altia said: “We are very proud to have been invited to take part in the Nobel festivities and wanted to create a drink as a tribute to Alfred Nobel who was definitely someone who dared to think. An explosion, of course, is the ultimate symbol of Nobel, which is why we chose to create an explosion in a cocktail glass.”
To illustrate this philosophy Koskenkorva hired three respected Finnish thinkers and doers for a recent brand campaign:
Esa-Pekka Salonen - conductor and composer
Eicca Toppinen - lead cellist of Apocalyptica
Hans Välimäki - two-star Michelin chef