Johnnie Walker Targets Newbie Whisky Drinkers With Technology

And adds sommelier-style staffers to bars

From loopy virtual-reality experiments to prankvertising stunts, bars are the new hotspot for marketers to run tech-based initiatives.

Now, Johnnie Walker and agency Iris Singapore have built an interactive website and tablet app that doubles as in-bar entertainment. It's part of the whisky brand's "luxury mentoring" program that educates millennial consumers about the brand at high-end bars and tasting events.

The idea is that bartenders and sommelier-style staffers can better explain—with an iPad in hand—the Scotch whisky's ingredients and heritage to customers who can actually see and taste it.

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