Following its Italian visit the luxury yacht will visit Cannes, Monaco, Athens, Barcelona, Amsterdam, London, Hamburg and Copenhagen before finally docking in Edinburgh in August; returning home to Scotland, where the John Walker & Sons story began almost two centuries ago.
For three months the yacht will be the setting for a series of exclusive events, brand experiences and bespoke mentoring sessions that celebrate Europe's place as the home of progress and innovation, while driving appreciation of and desire for the John Walker & Sons portfolio of Super Deluxe Scotch Whiskies. The campaign will also see the launch of John Walker and Sons Odyssey, a new rare triple malt from the world's leading luxury whisky house.
Commenting on the arrival of the arrival of the yacht in Italy John Kennedy, President of Western Europe, Diageo, said: "Europe remains today the luxury capital of the world, with recent figures 1 showing that consumer spending on luxury goods in Europe is higher than any other region globally and it is growing year on year. There is great confidence in the luxury market here, thanks in part to a new wave of emerging and international consumers."
"John Walker & Sons Voyager is a fantastic way to reach consumers - it is an exceptional platform that will help to further establish and extend our luxury credentials. The yacht and the incredible experiences on board are integral to our strategy for delivering growth in our Super Deluxe Scotch Whiskies in Western Europe, where Johnnie Walker is already the leading Scotch brand."
John Kennedy was joined by Matt Barwell, Consumer Marketing and Innovation Director for Diageo, Western Europe, and David Gandy, the Johnnie Walker Blue Label ambassador, to officially launch John Walker & Sons Voyager's epic European journey. A John Walker & Sons Odyssey mentoring session and a Johnnie Walker Blue Label celebration took place on board showcasing new innovations and engaging a range of influencers, media, consumers, and customers.
1 'Europe represents 35% of the luxury global market share, and shows a 5% YOY increase' - Bain & Company: 2012 Luxury Goods Worldwide Market Study