The Johnnie Walker Private Tasting program shows current Johnnie Walker consumers how to organize and host an exclusive Scotch tasting for their friends. The multi-channel program began with a simple, elegant mail-piece that formally invited customers to watch a video introduction teasing the new program. A few weeks later, a follow-up email unveiled the Private Tasting and linked to the website, where customers could watch videos, download content and order a limited-edition private tasting kit. The program was a huge success, generating more than 2,000 responses in the first 48 hours alone. Diageo is now looking to expand the experience by offering additional content such as cocktails, food pairing and blending.