Johnnie Walker Enters Web3 Through VeeFriends Partnership

The iconic whisky brand is offering exclusive perks for VeeFriends NFT holders.

JohnnieWalkerxVFMobile 1
Hannah Scherwatzky / ONE37pm

Johnnie Walker, one of the most popular Scotch Whisky brands in the world, is stepping into Web3 through an elevated partnership with Gary Vaynerchuk's NFT project, VeeFriends.

Walker and parent company DIAGEO revealed this collaboration on May 3.

"Anybody that knows me knows that I grew up in the liquor industry,” Vaynerchuk said.

...if somebody told 22-year-old Gary that his NFT project would be collaborating with the iconic Johnnie Walker Blue Bottle, he would've fallen off his chair.

- Gary Vaynerchuk

Vaynerchuk is not a stranger to the liquor industry — his first job was selling wine at his dad's liquor store in New Jersey in the 1980s and ’90s. He then went on to launch Wine Library TV, a Youtube wine review series that launched his career in social media and marketing.  

What will Johnnie Walker Offer to VeeFriends Holders?

The Johnnie Walker collaboration includes a luxury gifting experience for VeeFriends ‘Gift Goat’ token holders. All Gift Goat holders will receiving a Johnnie Walker Blue whisky kit that includes a custom designed, limited edition Blue Label bottle and drinking accessories.

In addition, the partnership will include a special activation at VeeCon, the world's first NFT-ticketed conference. 

While VeeFriends NFT offers different benefits for holders, including admission to VeeCon, the 555 unique ‘Gift Goat’ tokens unlock 18 luxury gifting experiences over the course of three years.

Each of the 18 experiences will include a physical gift along with a unique NFT from a notable artist in the NFT space. 

How did the Johnnie Walker and VeeFriends Collab Happen?

The Johnnie Walker and VeeFriends partnership came to fruition in collaboration with VaynerNFT.  

"This collaboration is an authentic example of how one of the world's biggest brands can step into Web3 to celebrate community and culture while staying core to its values,” Akkineni said. “This is an outstanding example of the power of collaborations that can be brought to life by NFTs by the world's leading brands and creators.”

It is one of many ventures Johnnie Walker’s parent company, DIAGEO, is taking to reinforce forward-thinking values of progress and innovation. 

“Our partnership with VeeFriends is a key opportunity for Johnnie Walker and DIAGEO to reinforce our desire to drive innovation and unique experiences that showcase our luxury portfolio,” said Sophie Kelly, Senior Vice President of Whiskies at DIAGEO North America. Our customers can expect to see more from us on this front as we look to Web 3 to release the most luxurious and sought-after spirits we have to offer. Stay tuned.”

“This is one of the most monumental days in my journey with VeeFriends, given where I started my career,” Vaynerchuk said. “I'm so excited for the individuals that hold the gift goat NFT and for Johnnie Walker, the brand, to be embarking strategically and thoughtfully into the Web3 space.

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