DIAGEO Taiwan wins Product Launch of the Year at the FMCG Asia Awards 2025

The company’s bold introduction of Johnnie Walker Blonde redefined whisky for a new generation of drinkers in Taiwan.

DIAGEO Taiwan earned the Product Launch of the Year - Taiwan award at the FMCG Asia Awards 2025 for Johnnie Walker Blonde. The launch targeted consumers aged 18 to 34, introducing a whisky designed to be approachable, flavour-forward, and ideal for mixed serves.

Whisky consumption in Taiwan has increasingly faced competition from beer and ready-to-drink options. Seeing this shift, DIAGEO Taiwan repositioned whisky as a social, easy-drinking choice. Johnnie Walker Blonde offered a lighter, fruitier taste profile that appealed to those exploring new flavour experiences.

The campaign took a digital-first direction, using targeted media and influencer partnerships. With engagement above category norms, it effectively captured audience attention where younger drinkers spend most of their time—online.

To deepen engagement, DIAGEO Taiwan rolled out a mobile street activation that reached over thousands of participants. Consumers sampled Johnnie Walker Blonde mixed with Sprite, a serve that challenged traditional perceptions of whisky as heavy or smoky. These interactions encouraged direct trial and conversation around the brand.

The campaign extended into retail through striking displays and on-trade promotions, linking curiosity to purchase. Kantar’s findings later showed a measurable rise in brand appeal and purchase intent amongst the target group, underscoring the launch’s success in redefining whisky for a younger generation in Taiwan.

The FMCG Asia Awards, organised by Retail Asia, recognises companies that have made a significant impact on the fast-moving consumer goods industry. It celebrates the excellence of those who consistently deliver exceptional products, drive innovative initiatives, and execute remarkable projects.

The FMCG Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here.  For more information about the awards programme, you may contact Shela Ramos at +65 3158 1386 or [email protected].