Johnnie Walker celebrates 100 years in Thailand

It’s been 100 years since Johnnie Walker first arrived in Thailand in 1924, when locals dubbed the brand “Tra Dum” and “Tra Dang” for Black and Red Label. Over the century, the brand has inspired Thai society with its iconic events, stories, and experiences. This year, Just iN Case Bangkok has teamed up with the brand to celebrate a hundred years of inspiration.

Honoring this legacy, the journey spans from consumer experiences to the bartender community and outlets, ensuring a continuous celebration of past stories while envisioning the future. Kicking off with packaging redesign and out-of-home campaigns, the celebration integrated into the World Class competition, culminating in the “Century Cocktail Fest with Johnnie Walker.” The festivities extended to outlets, reinforcing the brand’s commitment to KEEP WALKING.

The Packaging
A special carrying case was designed to transform the packaging into a sustainable, wearable bag, allowing people to celebrate Johnnie Walker’s legacy anywhere in Thailand. The bag reflects the brand’s glorious past and the future it envisions.

Over the past century, iconic brand moments have been etched into Thai history, from the original Striding Man logo to the groundbreaking “Winter in Bangkok” TVC, where Johnnie Walker made snow fall in Thailand using CGI—challenging the belief that it was impossible. Legendary events like “The Blacklist” parties and the “Walk Thai” campaign further solidified the brand’s presence in Thai culture.

Looking ahead, the brand’s future vision incorporates sustainability while inspiring the next bold stride, inviting Thai society to imagine the possibilities for the next 100 years.

The Experience
To celebrate 100 years of Johnnie Walker in Thailand, 100 World Class finalists created Thai-inspired cocktails using Johnnie Walker Black Label, introducing “A Century of Flavours.” These recipes were shared at top bars and on social media, igniting excitement across the cocktail scene.

The recipes were also transformed into a deck of 100 hand-illustrated cards, allowing consumers to recreate the cocktails at home or enjoy them at selected bars.

“A Century of Flavours.” capped off the celebration, offering a journey through cocktail history, innovation, and flavour discovery. Legendary bartenders joined the event, honoring the brand’s past while inspiring its future, setting the stage for the next century of whisky and cocktail culture in Thailand.