Johnnie Walker Whisky Desire Bartender Challenge
Terms and Conditions
(the "Promotion")
  1. The Promotion is open to amateur and professional bartenders 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, Spain, Portugal and Philippines are excluded from this Promotion.
  1. 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.
  1. The Promotion is free to enter and no purchase necessary.
  1. Entries must be made between 5pm GMT, 16th January 2023 and 11:59pm GMT, 6th March 2023. Entries received outside of this time will be void and will not be entered into the Promotion.
  1. To enter the Promotion, participants must publish a public Instagram post (static or video content) making a Johnnie Walker Black Label cocktail of their own creation. The post must feature:
    1. the cocktail created;
    2. a bottle of Johnnie Walker Black Label;
    3. the cocktail recipe and method of production;
    4. why the serve is perfect for Johnnie Walker Black Label; and
    5. the hashtags #KeepWalking #JWBlackLabel and tag @johnniewalker.
    All posts must be in English language. Any posts containing offensive and/or abusive language in the caption or comments will be disqualified.
  1. Entries via Instagram stories will not be accepted.
  1. Participants are permitted multiple entries.
  1. There will be four 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, Spain, Portugal, Philippines):
    1. South & Central America
    2. Asia and Australasia
    3. Africa
    4. Europe
  1. The four winners will be selected by a judging panel (which includes two independent Professional Bartender Judges along with 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.
  1. In order to be considered for judging, participants must have adhered to the rules laid out in these terms and conditions and entries which do not comply will be void.
  1. From all entries correctly submitted in accordance with these terms and conditions, the four winners will be decided between 13th and 17th March 2023 and those winners will be notified via Instagram private message on or before 17th March 2023 directly from the @johnniewalker account, only. The winners will also be announced via Instagram story by the @johnniewalker account, only. 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.
  1. 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.
  1. The winners will:
    1. be invited to join an immersive Johnnie Walker Black Label experience in Scotland from 18th to 21st May 2023. 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 the Johnnie Walker Instagram channel (@johnniewalker), with opportunity for local market amplification.
  1. 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. The opportunity to film a World Whisky Day live skills workshop in the Diageo Bar Academy Virtual Bar, profiling the winners and showcasing their serves to a large B2B audience; and
    4. Enjoying an array of experiences at Johnnie Walker Princes Street.
    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.
  1. In addition to the above activities, the following will also be included:
    1. Breakfast, lunch and dinner from the afternoon of 18th May until the morning of 21st May 2023
    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 14.
    A full trip itinerary will be supplied to the winner following notification.
  1. 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. spending money;
    3. drinks and snacks including from the hotel minibar; and
    4. any other incidentals.
  1. 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.
  1. 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.
  1. 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 9.
  1. The dates of travel for the prize will be 18th May 2023 to 21st May 2023 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 14 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.
  1. 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.
  1. 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.
  1. 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.
  1. 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.
  1. 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.
  1. Subject to paragraph 27 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.
  1. 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 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 26 upon request from such competent authorities (including the Advertising Standards Authority).
  1. By entering the Promotion, the winners consent to taking part in publicity.
  1. The Provider does not claim any rights of ownership in your Promotion entry.
  1. Submissions entered into the Promotion must be original, created by the participant and not copied from any other work or material.
  1. 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.
  1. 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.
  1. Entries that contain images of identifiable individuals, other than the participant, will not be accepted and will not be entered into the Promotion.
  1. By entering into the Promotion, you confirm that: (i) you have the right to grant the licence set out in paragraph 29; (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).
  1. 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.
  1. 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).
  1. Entries that contain any offensive or inappropriate content will be deleted and disqualified at the Promoter's discretion.
  1. No correspondence will be entered into concerning the result and the Promoter’s decision in all matters relating to the Promotion is final.
  1. 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.
  1. 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 25 or for further communication if you have specifically opted into receive this.
  1. 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.
  1. This Promotion and these terms and conditions are governed by English law and subject to the exclusive jurisdiction of the English Courts.
  1. Participants are deemed to have accepted these terms and conditions by participating in this Promotion.