June 15 marked a major milestone for New York City and all those that doubled down to keep the city’s cultural flame alive during the COVID-19 pandemic and ensuing shutdown. To celebrate the true spirit of New Yorkers, Johnnie Walker has teamed up with The Locker Room NYC, a women-owned art collective, to debut a new out of home advertising celebrating this next chapter in culture and the continued resiliency of New Yorkers.
The series of out-of-home creatives created by Johnnie Walker and The Locker Room NYC proudly welcomes people back to the city and celebrates as well as supports local bars, bartenders, bouncers, barbacks and the whole cast of characters that made the city what it is even in the toughest of times. The advertisements can be viewed in various neighborhoods across the city, including the Lower East Side, West Village, Chelsea, Brooklyn, and more.
Along with the advertisements, the iconic Scotch whisky brand is also running a cocktail rebate program “First Round’s on Johnnie” to support New York and the recovery of its hospitality industry. Those 21+ can visit any bar or restaurant between now and June 20 and the first drink is on Johnnie Walker. Just submit your receipt of over $10 to FirstsOnUs.com for a rebate of $10. The Locker Room NYC, meanwhile, will be running its “New York is Dead” art exhibition, which will be open through June 20th, at 222 East 46th Street, New York, NY 10817.
The campaign is also timed to the Tribeca Film Festival, one of New York’s annual, iconic cultural events of which Johnnie Walker is a partner.
To go along with the campaign and rebate program, the company has also unveiled a list of specialty cocktail recipes created by iconic NYC bartenders celebrating the city’s vibrancy.
Specialty Cocktails Celebrating some of New York’s Top Bartenders:
Mixologist Shannon Tebay of East Village:
Ginger Pear Highball
Ingredients:
- 1.25 oz Johnnie Walker Black Label
- 0.25 oz Pear Liqueur
- 1 dash Angostura Bitters
- Ginger Ale to top
- Glassware: Highball
- Garnish: Lemon Wedge
Preparation: Build ingredients in an ice filled highball glass. Top with Ginger Ale and a dash of angostura bitters.
Mixologist Marcio Ramos of Harlem:
Cucumber Quest
Ingredients:
- 1 oz Johnnie Walker Black Label
- .50oz Lemon Juice
- .50oz Agave Nectar Syrup
- .5 oz Saint Germaine
- 2 Slices of Cucumber
- 2 dashes of Angostura Bitters
Glassware: Rocks
Garnish: Cucumber Rosemary skewered
Preparation: Muddle 2 slices of cucumber in a cocktail shaker and add all ingredients over ice. Shake and double strain into a rocks glass. Garnish with a cucumber rosemary skewer.
*Agave Nectar Syrup – On medium-low heat add 2 cups water, peel of a whole orange, 1tsp Allspice. Lower heat and add 2 cups of agave nectar. Strain and refrigerate.
Mixologist Alberto Miranda of Upper West Side:
Midnight Black
Ingredients:
- .75oz Johnnie Walker Black Label
- 25oz Coffee Liqueur
- 1 bar spoon Demerara Syrup
- 1 dash Angostura Bitters
- 1 dash Orange Bitters
- Glassware: Rocks
- Garnish: Lemon and Orange Peel
Preparation: Combine ingrendients in a mixing glass over ice. Stir and pour over an ice filled rocks glass. Garnish with a lemon and orange peel.
Mixologist Harrison Ginsberg of Financial District:
Cinema Sour
Ingredients:
- 1.25oz Johnnie Walker Black Label
- .25oz Dolin Blanc
- .25oz Manzanilla Sherry
- .75oz Lemon Juice
- .25oz Creme de Peche
- .5oz Cane Syrup
- Glassware: Coupe
- Garnish: Freshly Grated Nutmeg
Preparation: Add all ingredients to a shaker. Add ice and shake. Strain into a Coupe glass over ice. Garnish with freshly grated nutmeg.
*Cane Syrup
- 2000g Cane Sugar
- 1000g Water
Method: In a pot, bring water to a slight simmer. Add sugar and whisk until completely dissolved. Bottle, label, and store for use.
Earlier this week, Angel City Football Club announced Jane Walker by Johnnie Walker as the team’s founding and exclusive spirits partner. This partnership is a first for Jane Walker in sports and marks the brand’s ongoing commitment to women who have pushed boundaries and blazed trails to achieve monumental firsts.