BRAND EXPERIENCE: Game of Thrones: Launch of the inspired whisky collection

To celebrate the final season of the critically-acclaimed TV series, Game of Thrones, Diageo and HBO released a limited-edition collection of Single Malt Scotch whiskies; and Sweet&Chilli embraced the hype to launch the new bottlings to a number of media and influencers. The collection (for Australia) features seven scotch whiskies, each paired with one of the iconic Houses of Westeros, as well as the Night’s Watch, giving fans an authentic taste of the TV series Kingdoms and beyond.

GoT

Held at Mjølner, Sydney for the headline event, the team took over the entire venue to fully immerse guests into the Scottish Highlands and Diageo portfolio, creating a ‘roaming’ tasting experience for each bottle. Diageo’s unparalleled diverse range of distilleries, much like in Westeros, each have their own unique characteristics and produce a distinctive whisky representative of its local territory. In response, we dressed the space with eight lavish tiered tasting stations to resemble each of the Houses and the whisky’s flavour notes. 

GoT Guests

Providing valuable photo content, the stations were hosted by Diageo’s Brand Ambassadors and our whisky experts, who engaged and educated guests on the liquids and encouraged trial of the specially curated food pairings made-up of the following: 

 

House Stark– Dalwhinnie Winter’s Frost, paired with fresh fig, burnt honey, Riverean Blue on rye toast

House Tully– Singleton of Glendullan Select, paired with cured ocean trout, salmon skin, crème fraiche, fish roe

House Targaryen– Cardhu Gold Reserve, paired with duck ham, horseradish, pear, seeded rye bread

House Lannister– Lagavulin 9 Year Old, paired with mini bone marrow brulee, chocolate, smoked marrow & Lagavulin 9 Year Old

House Greyjoy– Talisker Select Reserve with signature rock oysters, pickled green apple

House Baratheon– Royal Lochnagar 12 Year Old, paired with venison tartare, wild rice miso, pickled beetroot, rye & caraway crisp

The Night’s Watch– Oban Bay Reserve, paired with chicken liver parfait, blood red plum glaze

GoT
GoT Tasting Station

 “On behalf of the Diageo crew I wanted to thank you all for the amazing Game of Thrones launch evening. Everything from the concept, styling, food pairings, cocktails, level of attendance, brand ambassadors, photography (and vibe!) were on point. Could not think of a thing we would do different and it’s a credit to all of you for being so meticulous in the detail and execution.

I have received so much positive feedback from the internal Diageo team & customers and can’t wait to share the photography and wrap video with the globe… I am sure it will be held up as best in class!”

 – Diageo Australia Brand Manager

GoT Host

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