A snazzy black case showed up last last week.

In it were several bottles of whisky as well as an empty bottle, a mixing flask, a glass funnel and a tasting glass.

It’s part of the Johnnie Walker Black Label Centenary Journeyman Blending Event webcast I was invited to participate in tomorrow.

It’s great that producers are finally starting to embrace – and figure out how to use – the web as a marketing tool.

It opens up new opportunities for social connection and promotion. And of course, while this is an invite-only event (due to the physical components) webcasts allow for that one-to-many marketing reach – in a completely interactive way that print/broadcast and even viral videos cannot offer.

For the occasion of the 100th Anniversary of Johnnie Walker Black Label, we’d love to have you join us as we blend single malt whiskies along with Johnnie Walker Black Label Master Blender via a by-invitation only webcast on September 29th at 3pm Eastern Daylight Time.

2009 marks the 100th Anniversary of Johnnie Walker Black Label. In honor of this momentous occasion one of the Johnnie Walker Master Blender’s – Andrew Ford – will be traveling from Scotland for a rare private event. He’ll be hosting a live webcast blending exercise and we’d love for you to participate in it.

You will be taken through a series of single malts, nosing and blending these fine spirits from around the various regions of Scotland, from the comfort of your home or office. You’ll even be able to submit questions via the webcast.

Sounds like fun. I may live blog about it over on Twitter (http://www.twitter.com/realerskine), but I may be too busy mixing up my own bottle of JW Black.

It’s tomorrow at 3pm (Eastern Daylight Time)…and I’ll surely have a follow-up post here.


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