Before "experiential marketing" was a buzzword, Dan Buttling was doing it in a kilt. In this clip, he tells the story of the Johnnie Walker Mentor Program — an early-career initiative designed to rescue Scotch from generational irrelevance by literally teaching young adults how to appreciate it, taste it, and drink it like an adult.
In the full Ep. 65 of the Snarketing Podcast, Dan explores the full spectrum of brand experience, the decline of the social mandate to drink, how big brands lose relevance across generations, and what the alcohol industry needs to do to feed the next wave of consumers.
