Building on the superb success of the Johnnie Walker Whisky Bar at Flemington, Amplify Events was tasked with bringing the ‘Flavour is King’ campaign to life in the Birdcage - literally taking a key visual off a page & bringing the CGI tree & giant fruits into a decadent trackside bar showcasing the entire Walker range.

Trading off the smash hit of the 2012 Birdcage, Amplify Events worked with UK based culinary genius’ Bompass & Parr to bring Johnnie Walker Gold label to consumers in Liquid, Gas & Solid form!

The pièce de résistance however was the 'House of Walker’ that saw the space, cocktails & menu all cycling through the 6 x JW liquids between each race to truly reflect the characteristics of each whisky.

The Johnnie Walker Whisky Bar was designed to allow guests to step into the storied history of John Waker & Sons, experiencing first-hand the craftsmanship of the brand. From the Distillation Process inspired hanging roof feature, crystal decanter chandeliers, and copper still finished bar top to the brand stories literally embedded in the woodwork, this was a touring Distillery Experience. Over its 5-year run, this 20t beauty popped up at 55 racing events from trackside at the Melbourne Cup, to Pit Lane at F1 GP - it even had a run on Hamilton Island in the Whitsundays.

The original & the best Johnnie Walker Penthouse!

Amplify Events was given ‘carte blanche’ to create an opulent rooftop environment to celebrate & leverage Johnnie Walker’s global role in F1 Racing. Taking over the entire top floor of Melbourne’s Blackman Hotel for 3 years running, guests were able to enjoy sublime cocktails paired expertly with a sumptuous canapé menu that evolved throughout the day from understated in the afternoon to elevated as the party became the hottest ticket of F1GP