Game Of Thrones Launch

The launch of HBO hit show Game of Thrones in collaboration with Diageo’s single malt whisky portfolio.

The Challenge

Create an authentic consumer journey for guests to taste and engage with 8 single malt whiskies in the portfolio.

The Detail

With eight separate whiskies to sample, we needed to create a natural consumer journey for guests to not only taste but understand the story behind each malt.

Eight themed stations were set up, each hosted by one of our whisky experts. Each whisky was accompanied by a food pairing, unique to its flavour profile.

We considered everything from the aesthetic of the venue to the guest flow around the room and experience at each station. This created a consumer journey where guests used different senses to taste the portfolio in a specific order that built up an understanding of each whisky through a layered experience.


An immersive launch event, held at a Norwegian Restaurant in Sydney.


“Everything from the concept, styling, food pairings, cocktails, level of attendance, brand ambassadors, photography (and vibe!) was on point. Could not think of a thing we would do different and it’s a credit to all of you for being so meticulous in the detail and execution. I have received so much positive feedback!”

Lucy Santilli, Brand Manager, Diageo Australia