REINVENT
PUSHING BOUNDARIES
THROUGH INNOVATION

Doing things differently

Black Label Reinvent

We make great whisky. That’s our area of expertise. To find better ways to craft, share and serve those whiskies, we’ve partnered with world-leading sustainability experts.

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THE JOHNNIE WALKER PAPER-BASED BOTTLE

Soon whisky fans will enjoy Johnnie Walker from our very first recyclable, paper-based spirits bottle. Behind the scenes we’re working hard to get it ready and can’t wait to share it with the world soon.

The Future of Social Culture

Join our sustainability partner Ryan Chetiyawardana (Mr Lyan) as he explores how sustainability and tech are influencing the future of our drinks experiences in an exclusive panel discussion hosted by Tim Philips-Johansson (Global Johnnie Walker Brand Ambassador) with Benni Lickfett (Diageo Global Head of Digital Innovation) and Anna Sudbury (Senior Partner Manager at Pinterest).

Step into Johnnie Walker
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Our Brand New Home

Summer 2021. We’ll throw the doors open to a journey of flavour like no other at Johnnie Walker Princes Street. Our landmark visitor experience in the heart of Edinburgh has been designed and developed with sustainability at its core.

Our drinks experiences
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OUR DISTILLERIES01/05
Our parent company Diageo is working hard to ensure all our distilleries and visitor experiences receive Gold standard Green Tourism Awards. So far, six of them have – but we won’t rest until all 12 are certified. Watch this space.
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OUR SERVES02/05
What’s better than our iconic highballs? Zero-waste versions created by some of the world’s best bartenders and coming soon to a bar near you. We’re going eco-friendly on barware too.
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OUR PARTNERS03/05
We’ve teamed-up with zero-waste champion Lauren Singer and drinks trailblazer Ryan Chetiyawardana to create a more sustainable future for bars everywhere.
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OUR BARS04/05
We’ve deleted straws and single-use plastic cups from our bars and events, and we are going to find and use more sustainable alternatives for all promo materials. As always, we’re focused on recyclability or reusability.
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We’re reviewing every single one of our retail experiences and putting sustainability first. Everywhere we are, every decision we take and change we make will be driven by our commitment to finding, creating, and implementing more sustainable ways of doing things.
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Calling all sustainability innovators

As part of Diageo Sustainable Solutions, we’re inviting thinkers and doers to work with us to create mind-blowing sustainability solutions.

Johnnie Walker

Next Steps Initiative

Johnnie Walker

Next Steps Initiative
When it comes to sustainability, inaction is not an option. We’re taking positive steps forward in pursuit of a brighter tomorrow. Keep Walking.