Johnnie Walker is Joining the Metaverse With a Concert

In the realm of fine whisky, Johnnie Walker has long been recognized as the top brand. The company hopes to encourage individuals to take courageous actions to enliven their lives via art and culture with the help of its most recent “Walk Beyond” campaign. “Walk Beyond” is a project that combines tastemakers and multi-hyphenates to create moments that define cultures and enthrall creative groups all over the world.

There is more to “Walk Beyond” than just a campaign. Also, a series with both digital and physical activations was created. The campaign’s internet initiatives include “Walk Beyond in the Metaverse,” which not only pushes Johnnie Walker’s creative envelope but also offers a forum for people all around the world to connect more authentically through music and culture. Johnnie Walker can reach more online admirers who want to interact with JW and its virtual efforts in a more engaging way by having a presence in the metaverse.

The “Walk Beyond In The Metaverse” Virtual Concert, in partnership with Hypebeast, is fueled by creativity and the power of artistic freedom. Fusing with the latest technology, the event nods to what Johnnie Walker as a whisky brand has built and achieved, as well as a vision for the future involving Web3, the metaverse, and more. The “Walk Beyond In The Metaverse” Virtual Concert also defines the brand’s “Future Heritage,” inviting fans of culture, art, and whisky to become deeply immersed in the visual and audible narratives of Johnnie Walker. Concert participants will also get to interact with the brand’s creative interpretation of its DNA – luminous gold tones, the brand’s signature hue, will be apparent immediately to offer attendees a vibrant, virtual trip into the world of Johnnie Walker.

Filipino-Australian singer-songwriter James Reid is set to co-headline the “Walk Beyond In The Metaverse” music event. Special performing guests will also be announced in the near future. The virtual concert launches June 9 on and is accessible only to those who purchase a bottle of Black Label in participating retailers and enter the raffle competition online by scanning the bottle’s QR code – winners will receive 2 VIP access and Meta Quest 2 VR headsets. Visit S&R, 7-11, and Diageo’s official store in Lazada or Shopee and purchase your bottle of Johnnie Walker Black Label to join the campaign promotion.

For more info and updates, like and follow the Johnnie Walker Facebook and Instagram accounts.


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