Johnnie Walker Whisky Desire Bartender Challenge
Terms and Conditions
(the "Promotion")
  1. The Promotion is open to amateur or professional bartenders (“Bartenders”) and to Bar Owners (“Bar Owners”) of all territories aged 25 or over, except for those territories where participation is prohibited by local law or regulation. All residents of the United States of America, Canada, Sweden, Norway, Finland and Philippines are excluded from this Promotion. 

  2. Employees of the Promoter (“Diageo Brands BV”) and its affiliate companies, their families and anyone deemed to be professionally involved with or connected to the Promotion are not permitted to enter the Promotion. 

  3. The Promotion is free to enter and no purchase necessary. 

  4. Entries must be made between 5pm GMT, 7th March 2024 and 11:59pm BST, 10th May 2024. Entries received outside of this time will be void and will not be entered into the Promotion. 

  5. To enter the Promotion, participants must publish a public Instagram reel making a Johnnie Walker Black Label cocktail of their own creation. The post must feature:
    1. the cocktail created, using ingredients that are easily accessible – cocktails created using homemade and/or difficult-to-source products will not be eligible; 
    2. a clear shot of a bottle of Johnnie Walker Black Label as part of the reel 
    3. the cocktail recipe and method of production; 
    4. why Johnnie Walker Black Label is the perfect ingredient for the cocktail; and 
    5. Either: the hashtags #BlackLabelChallenge and #KeepWalking and tag @johnniewalker OR the hashtags #JWBartenderChallenge and #KeepWalking and tag @johnniewalker.

  6. All posts shall: 
    1. Be in English language; 
    2.  be original, not have been entered in any other drink recipe competition or violate the rights of other parties, including any intellectual property, trade secret or other proprietary right of any other parties; 
    3. Not be offensive, defamatory, discriminatory, obscene, libellous, reflect poorly on the brands or be inappropriate for use in advertising or for promotional publicity purposes as determined by the Promoter in their sole discretion. Promotion entry must be unpublished and must be the work solely of the entrant. Entry must comply with Diageo Marketing Code (DMC), otherwise they will be disqualified. 

      Any Post that fails to comply with this clause shall be subject to disqualification. 

  7. Entries via Instagram stories or on any other social platform will not be accepted. 

  8. Participants are permitted multiple entries. 

  9. There will be four Bartender winners and four Bar Owner winners, one from each of the following regions (excluding any territories where participation is prohibited by local law or regulation and for the avoidance of doubt, excluding the United States of America, Canada, Sweden, Norway, Finland, Philippines): 
    1. South & Central America 
    2. Asia and Australasia 
    3. Africa 
    4. Europe 

  10. The eight winners will be selected by a judging panel (which includes an independent Professional Bartender Judge along with Johnnie Walker Brand Ambassador Tim Philips Johansson) from all entries correctly submitted in accordance with these terms and conditions. The criteria for shortlisting entries will consist of 50% weighting towards the visual aesthetics of the serve as it appears in the Instagram post and 50% weighting towards the creativity and balance of the recipe. The shortlisted entries will then be created and tasted by the judging panel in order to decide the winners.  This is a game of skill and chance plays no part in determining the winner. 

  11. In order to be considered for judging, participants must have adhered to the rules laid out in these terms and conditions and in the Diageo Marketing Code. Entries which do not comply will be void. 

  12. The below is a summary of the key sections of the DMC, which shall not substitute the obligation for the Participant to read and familiarize with the entire code: 
    1. RESPECT THE LAW: Comply with all applicable laws, regulations and codes when promoting our brands. 
    2. RESPECT ABSTINENCE: Always show respect for those who choose to abstain from alcohol. For instance, do not imply that it is wrong or foolish to refuse a drink.  
    3. ADULT APPEAL: Aim our marketing only at adults and never target those younger than the legal purchase age for alcohol.  
    4. RESPONSIBLE DRINKING: Depict and encourage only moderate and responsible drinking. Do not encourage excessive drinking or intoxication.  
    5. ALCOHOL CONTENT: Never present high alcohol strength or potency as the principal basis of appeal of a product. 
    6. HEALTH, PERFORMANCE OR FUNCTIONAL BENEFITS: Do not imply that our alcohol brands offer any health, dietary, functional, endurance or performance benefits or promote alcohol products as a healthy option. 
    7. SOCIAL AND SEXUAL SUCCESS: Do not imply that drinking enhances sexual attractiveness, or helps in overcoming sexual or social inhibitions. 
    8. NO DANGEROUS ACTIVITIES: Only portray drinking occurring in safe circumstances. Never portray drinking before or whilst doing extreme sports, swimming or driving.   
    9. ANTI-SOCIAL OR INAPPROPRIATE ASSOCIATIONS: Do not suggest any association with our brand and anti-social or illegal behaviour, violence or hate, drugs or tobacco. 
    10. GOOD TASTE AND DECENCY: Reflect generally accepted contemporary standards of good taste and decency. Be sensitive to local and cultural perception.
  13. From all entries correctly submitted in accordance with these terms and conditions, the eight winners will be decided between 11th May 2024 and 7th June 2024 and those winners will be notified via Instagram private message on or before 7th June 2024 directly from the @johnniewalker account, only. The winners will also be announced via Instagram story or collaborator Instagram grid post by the @johnniewalker and @diageobarac account. Winners will be asked to privately provide their email address and mobile telephone number. Winners grant the Promoter permission to communicate with them by email and/or SMS in order to provide details of the prize and/or instructions as to how a winner is to claim the prize and establish his/her entitlement to it. 

  14. If a winner does not respond to the notification within 14 days of receipt of the notification email, an alternative winner may be selected by the same judging process as set out above. 

  15. The winners will: 
    1. be invited to join an immersive Johnnie Walker Black Label experience in Scotland from 23rd to 26th January 2025. By entering the competition, entrants confirm they are available to travel to Scotland for these dates. If a winner is not available on these dates, an alternative winner will be chosen; and 
    2. be profiled across both global and local market Johnnie Walker and Diageo Bar Academy Instagram channels and other social and online channels with opportunity for local market amplification. 
    3. Accept the Promoter’s right to conduct a background check of any criminal records of the prize winners. To the extent necessary and permitted by law, prize-winners shall authorize this background check.  The Promoter reserves the right, at its sole discretion, to disqualify prize-winners from any prize element, based on the results of the background check.  
    4. Accept to sign an NDA or any other consent/document the Promoter will provide to them in order to be eligible to join the immersive Johnnie Walker Black Label experience.  
    5. Warrant, represent and undertake that his or her behaviour, during the experience shall not harm or misuse or bring into disrepute the good name, image or reputation of the winner, or of the Promoter; and that the winner shall not become involved in using any illicit drugs or unlawfully using alcohol or undertake any conduct that is illegal or offensive to generally accepted standards of behaviour, or any that would be detrimental to the reputation of the Promoter.  

  16. The immersive Johnnie Walker Black Label experience in Scotland will include: 
    1. Going behind the scenes at a Distillery; 
    2. Meeting Johnnie Walker’s Master Blender;  
    3. Enjoying an array of experiences at Johnnie Walker Princes Street; 
    4. Visiting the Diageo Archives; 
    5. Enjoying an array of dining experiences. 

  17. The Promoter reserves the right to prevent participation of a winner in any of the above activities if it is deemed that the winner is in an unfit state to participate. 

  18. In addition to the above activities, the following will also be included: 
    1. Breakfast, lunch and dinner from the afternoon of 23rd January 2025 until the morning of 26th January 2025; 
    2. International flights to and from the appropriate Scottish airport (premium economy, where available); 
    3. 3 nights’ accommodation at a minimum 4* hotel; and 
    4. transfers within Scotland (including to and from the appropriate arrival airport; to and from the hotel; and transfers to the events set out at clause 16) 

  19. A full trip itinerary will be supplied to the winner following notification. 

  20. For the avoidance of doubt, the following are excluded from the prize (non-exhaustive list): 
    1. Transfers to and from the winner’s location to their departure airport; 
    2. Payment for any visa requirements to travel to Scotland where relevant 
    3. spending money; 
    4. drinks and snacks including from the hotel minibar; and 
    5. any other incidentals at the Promoter’s discretion. 

  21. Each winner must be 25 or over and the Promoter has the right to withhold the prize if any winner fails to provide proof of age to the reasonable satisfaction of the Promoter. 

  22. The Promoter has the right to withhold the prize for legitimate reasons including if the participant is located in a jurisdiction in which it is unlawful to claim the prize or enter into the Promotion. 

  23. In the event the prize is withheld by the Promoter, another winner will be selected using the same process as set out above at clause 10. 

  24. The dates of travel for the prize will be 23rd January 2025 to 26th January 2025 and are not flexible; the winner must be able to travel on these dates. If, for reasons outside the control of the Promoter, the prize cannot take place on the proposed dates or at the proposed location, or the activities set out at clause 16 need to be amended, an alternative date, activity and/or location will be designated. The Promoter will have no liability or responsibility if the winner cannot attend on the revised dates, location or activity. 

  25. The winner is responsible for ensuring that they have a valid passport, are eligible for any applicable visa waiver programme or are in possession of a valid visa, as appropriate, and for ensuring that they have all necessary travel and medical insurance (prior to travelling and at all times during the period of travel) and any vaccinations as required. 

  26. To the extent that receipt of the prize attracts any liability for income or other such personal tax, this shall be payable by the recipient winner. 

  27. To the maximum extent permitted by law, the Promoter shall not be liable for any loss and/or personal injury suffered by or to the winner that occurs as a result of the winner’s participation in the prize. The winner shall be responsible for any damage to the hotel or other venue (including their contents) visited by the winner throughout the trip caused by their deliberate or negligent act or omission. 

  28. The prize is non-transferable and there is no cash alternative. The Promoter reserves the right to substitute the prize with a prize of equal or greater value. 

  29. The Promoter will use your personal information only in accordance with these terms and conditions and our privacy policy which can be found at The Promoter will only use your personal information for the purpose of carrying out the Promotion. The Promoter is not responsible for the fulfilment of or delivery of the prize. The Promoter shall share your personal information with Smarts NI Limited who is responsible for the fulfilment of and delivery of the prize. Smarts NI Limited will not use personal information for any other purposes other than for the organising of the prize. Smarts NI Limited will not be responsible for any travel delays relating to the prize. 

  30. Subject to paragraph 29 and without prejudice to the Promoter's data protection obligations under relevant law, the Promoter shall make available, upon receipt of a written request (which includes a stamped addressed envelope for such a response) to 157 High Street, Holywood, County Down, United Kingdom, BT18 9HU, or an email to, the winner's surname and county/state/region, and (if applicable) the winning entry. 

  31. Participants to the Promotion can, at any time (including at or before the time of entry), object to all or some of their personal information being made available in accordance with paragraph 29 by writing to 157 High Street, Holywood, County Down, United Kingdom, BT18 9HU, or emailing However, the Promoter shall provide the information set out in paragraph 29 upon request from such competent authorities (including the Advertising Standards Authority). 

  32. By entering the Promotion, the winners consent to taking part in publicity. The winners hereby grant the Promoter a perpetual, worldwide, irrevocable, royalty-free license to use their name, signature and likeness (the “Publicity Rights”) on including without limitation social media, website, marketing, promotion materials. The extent to which the Publicity Rights are used or not used, shall be at the Promoter’s sole discretion.  

  33. The Provider does not claim any rights of ownership in your Promotion entry.
  34. Submissions entered into the Promotion must be original, created by the participant and not copied from any other work or material. 

  35. By entering into the Promotion, you grant to the Promoter a non-exclusive, perpetual, worldwide, irrevocable, royalty free licence to use, display, publish, transmit, copy, edit, alter, store, re-format, sub-licence or exploit the Promotion entry including (but not limited to) the right to publish your Promotion entry entered into the Promotion in any media at all times without restriction or limitation. 

  36. By entering the Promotion, you waive the right to be credited when your Promotion entry is displayed and irrevocably and unconditionally waive other moral rights relating to the use of your Promotion entry. 

  37. By entering the Promotion, you agree to sign any other document to assign further rights to the Promoter that the Promoter may consider necessary for the purpose of the Promotion.  

  38. Entries that contain images of identifiable individuals, other than the participant, will not be accepted and will not be entered into the Promotion. 

  39. By entering into the Promotion, you confirm that: (i) you have the right to grant the license set out in paragraph 35; (ii) the Promotion entry entered into the Promotion is an original design created by you and has not been copied from any other work or material; and (iii) the Promotion entry entered into the Promotion or anything within it does not require any permission from anyone else for it to be used in the Promotion (including any permission to use the design for commercial purposes). Any Promotion Entry that contains third party artistic works, copyrights, trademarks, trade names, logos or similar brand identifying marks, trade secrets or other proprietary rights will not constitute a valid Promotion Entry. 

  40. If the Promoter suspects that any Promotion entry submitted as an entry to the Promotion may breach any third-party intellectual property rights, your Promotion entry will be discarded and will be disqualified at the Promoter's discretion. 

  41. The Promoter reserves the right to withdraw, amend or terminate (temporarily or permanently) these terms and conditions or the Promotion with or without prior notice where it becomes necessary to do so due to any unforeseen circumstances outside their reasonable control (including, without limitation, in the case of anticipated, suspected or actual fraud or in the event of technical or other difficulties that might compromise its integrity). 

  42. Entries that contain any offensive or inappropriate content will be deleted and disqualified at the Promoter's discretion. 

  43. No correspondence will be entered into concerning the result and the Promoter’s decision in all matters relating to the Promotion is final. 

  44. The Promoter and their agents accept no responsibility for entries that are not received for any reason or difficulties experienced in submitting an entry to this Promotion and proof of submission will not be accepted as proof of delivery. 

  45. The Promotion and the Promoter's Facebook and Instagram pages are not sponsored, endorsed or administered by, or associated with, Facebook and Instagram. By entering into the Promotion, participants release Facebook and Instagram from all and any claims and liabilities which might arise in relation to the Promotion. You understand that you are providing your information to the Promoter and not to Facebook and Instagram. The information you provide will only be used for communications associated with this Promotion in accordance with paragraph 29 or for further communication if you have specifically opted into receive this. 

  46. While nothing in these terms and conditions will limit any liability that cannot by law be excluded, including the Promoter’s liability for death or personal injury caused by its negligence or for fraud, the Promoter will not be legally responsible to participants or winners for any losses that were not foreseeable to the Promoter or to the participant at the time of entry to the Promotion or which are caused by a third party. Winners accept that participation in this Promotion is at their sole risk and waive the right to hold the Promotor responsible for any incident that may arise from participating in the Promotion, either physical damage or diseases, including any particular situation related to the pandemic that does not fall under the control and responsibility of the Promotor, who shall also be exempted from any responsibility and from extending any expense or reimbursement related coverage. Winners should obtain travel or similar insurance which they consider necessary to attend the prize which they deem sufficient to cover the inherent risks of taking part, as well as to directly solve any loss or damage that may occur directly with the transportation and service providers. 

  47. This Promotion and these terms and conditions are governed by English law and subject to the exclusive jurisdiction of the English Courts. 

  48. Participants are deemed to have accepted these terms and conditions by participating in this Promotion.