When buying whiskey most shoppers lean on the most familiar or expensive. But with an extensive portfolio, Diageo asked us to bring clarity to the crowded aisles with a flavour-driven education program. With the help of Diageo’s Masters Of Whiskey,

This Effie Award winning Whiskey 5 program organized the brand’s portfolio into 5 key flavor profiles helping shoppers discover their own go-to whiskey in a deliciously rewarding pre-shop and in-store experience.