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Thursday, March 28, 2024

#LoveScotch: Diageo celebrates World Whisky Day with Coco Rocha in Manila

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Event Photos by Star Sabroso

Part of the celebration of World Whisky Day last May 21 was Diageo leading the campaign of #LoveScotch, a global movement that celebrates the world’s love affair with Scotch. 

Coco Rocha in Revel at the Palace last May 18 for the #LoveScotch event celebration

Everyone was abuzz when Manila welcomed global ambassador for #LoveScotch, Canadian supermodel-turned-designer Coco Rocha. She stayed in the country from May 18 to 20 to grace a series of events for #LoveScotch as well as photo shoots for numerous publications before she continued with the tour in India. The fashion industry was ecstatic to receive the fun and energetic Coco, and fans and fashion fanatics trekked to the exclusive event dubbed as #LoveScotch Night at Revel last May 18 to get a glimpse of their idol. 

More and more Filipinos are discovering why the world is in love with whisky

Whisky, especially Scotch, has always had the image of a drink that is only enjoyed by a tough older male. But recent market demands show that the palate of the younger crowd is growing more mature, and in the Philippines, whisky is getting its “cool” vibe as more and more speakeasy and posh bars highlight bottles of blended whisky and single malts. 

Diageo’s Global Master of Whisky Ewan Gunn educates the guests about the wonderful world of Scotch

“People know Johnnie Walker, (but) they don’t necessarily know that it’s a Scotch,” explains Diageo Philippines general manager Jon Good. “Johnnie Walker in this country is famous but what it stands for and what it is, I think they need to understand that as well and if they do, it’s only going to increase the connection of these people with this amazing brand,” he adds. 

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 A toast to Scotch! – (from left) Diageo Philippines general manager Jon Good, global #LoveScotch ambassador Coco Rocha, Philippine #LoveScotch ambassador Raymond Gutierrez and Diageo’s Global Master of Whisky Ewan Gunn

Choosing Coco Rocha as the global ambassador for #LoveScotch movement aims to educate the younger market about the world’s love affair with Scotch and to convert a new generation of drinkers to appreciate whisky. For Diageo, choosing Coco to be the face of the campaign will reverse any stereotypes of typical Scotch drinkers. “We chose Coco because she’s cool, she’s down to earth and she loves Scotch,” says Good. 

Coco Rocha and Raymond Gutierrez share their love for Scotch by posting photos on the heart wall during the event

Coco shares that her favorite way to drink Scotch is to add it with ginger ale, and she particularly loved the new concoction they served during the event at Revel which is Johnnie Smash (Johnnie Walker Black Label, lemon, sugar and mint). 

Coco is joined by local Diageo ambassador, TV host, editor, columnist and celebrity influencer Raymond Gutierrez during the #LoveScotch activities. During Coco’s stay, Raymond showed her the ropes in getting to know the Filipino culture and introduced her to some of our cuisine. A self-confessed new convert to whisky, Raymond is slowly getting to know about Scotch throughout the campaign. Good says they specifically chose Raymond because he is “very new to Scotch and he’s learning as he goes and he’s on a discovery journey. And for us, it’s very exciting when you see someone in the moment learning and loving Scotch. Whether it’s Johnnie Walker or The Singleton, it’s exciting to see,” Good shares. 

Scotch and food pairing at Desiderata Lounge–Johnnie Walker Black Label paired with Tuna Tataki, Johnnie Walker Gold Label Reserve paired with Rossini Qua, The Singleton 12 year old paired with Kurobuta and The Singleton Signature paired with Pears Brochette

“I think if you can amplify the journey that everyone’s on, that’s important. He’s someone that people listen to, he’s someone that people know is not a Scotch drinker, and he’s finding his way. I think he does it in a very natural, very real way. He’s telling it as it is.” 

Highlighting The Singleton and Johnnie Walker whiskies, Diageo held a series of masterclass events with Diageo’s Global Master of Whisky Ewan Gunn during the #LoveScotch celebration in Manila. Gunn hosted a whisky-pairing event at Desiderata last May 17, educating guests and the media about the new art of pairing whisky with food as well as the history and heritage of single malt The Singleton and blended Scotch Johnnie Walker. He also graced a masterclass for the bartenders of Philippine Diageo Reserve World Class. 

To see more photos about the Manila event and the global movement or to share your love for Scotch, check out the #LoveScotch hashtag on Instagram. 

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