As the winter sun sets over Sandton’s iconic skyline in Johannesburg, Johnnie Walker Blue will host its second annual exclusive polo event, a multisensory celebration where fashion meets legacy, and sophistication comes alive through taste, sound, sport, and spectacle.
“With Johnnie Walker Blue Polo, we’re curating a unique experience for our guests that embodies the rare craft and heritage of Blue Label,” says Ifeoma Agu, Group Head of Culture, Influencers and Advocacy, South, West and Central Africa. “But this is more than an event – it’s a cultural moment where luxury, storytelling and heritage come together in spectacular fashion.”
Merging the sport of kings with the world’s most luxurious blended Scotch whisky, polo fans, celebrities, and tastemakers will be treated to a series of opulent and immersive discoveries. These include a polo-inspired fashion show inside the stables of the prestigious Inanda Polo Club, an immersive Blue Label tasting journey, and Instagram photo opportunities with styled backdrops and polo props. Guests will also be able to purchase miniature Blue Label bottles and have them engraved on-site at a personalisation station.
Johnnie Walker Blue strikes the perfect balance between honouring the brand’s rich legacy and embracing the modern world. It epitomises exceptional taste, timeless elegance, and craftsmanship, which is why it’s represented by Diageo, a global leader in alcohol renowned for its outstanding selection of brands. Diageo is listed on both the London Stock and New York Stock Exchanges, with products sold in more than 180 countries around the world.
We spoke to Ifeoma Agu, one of Africa’s Top 100 Career Women in 2023.
Tell us about your role at Diageo…
I oversee and shape strategies that bring our brands closer to our diverse consumer base. This includes developing innovative cultural campaigns, nurturing relationships with influencers and key advocates, and ensuring our brands are aligned with the values and aspirations of modern consumers. I work closely with local and regional teams to create culturally relevant content that resonates with our audience, leveraging digital, social, and traditional media to amplify our brand message.
What are some of the challenges and opportunities you face in the South African market?
South Africa is an incredibly dynamic market with diverse cultures, tastes, and values. We ensure that our campaigns are not only authentic but sensitive to the nuances of these diverse cultural landscapes. For premium brands like Johnnie Walker, there’s the added challenge of balancing aspirational messaging with authenticity. The opportunity, however, is the growing influence of digital and social media where we can directly engage with consumers, shaping brand perceptions and driving positive advocacy.
How do you differentiate your marketing approach for Johnnie Walker?
We emphasise its heritage, craftsmanship, and the aspirational lifestyle it represents, while also focusing on contemporary expressions of luxury and sophistication.
With the launch of products like Johnnie Walker Blue Label’s exclusive editions, how do you engage with modern consumers without losing sight of the brand’s heritage?
It’s about honouring the brand’s legacy and embracing forward-thinking campaigns. For Johnnie Walker Blue Label, we celebrate its heritage, craftsmanship, and luxury, but we also introduce innovative marketing strategies that connect with younger, digitally savvy consumers. Whether through limited-edition releases, unique storytelling, or strategic influencer partnerships, we find ways to make the brand feel timeless yet relevant. Maintaining that sense of exclusivity and prestige whileembracing innovation ensures we stay connected with both long-time whisky lovers and the new generation of consumers.
Visit www.johnniewalker.com for more information.
