Black & White Scotch whisky, from the house of Diageo, announced collaboration with Michelin Star chef patron Heston Blumenthal to celebrate the brand’s purpose of sharing. The association is all set to blend the Black & White brand world with the chef's culinary innovations to inspire people to create and share their food and cocktail recipes which will be featured in this one-of-a-kind Journal of Sharing website.
The Journal of Sharing is a collection of the chef's select signature recipes along with creations of some renowned Indian chefs and enthusiasts. Through the journal, the brand aims to inspire audiences to embark on their own journey of experiments with food and drinks. Consumers are encouraged to contribute their personal recipes and experiences, on the website, sharing the space along with the chef.
To give this magical journal a physical form, Black & White scotch has introduced a limited-edition pack, Chef Heston Blumenthal’s Secret Recipe Journal – that houses his curation of exclusive cocktail recipes, food masterpieces and the secret ingredient - a bottle of Black & White Scotch whisky. Consumers can scan the QR code on the pack which extends the experience onto the website, enabling them to upload their photo and recipe contributions.
Commenting on the association, Blumenthal said, “I'm ecstatic to be collaborating with Black & White Scotch and do some great work together. Black & White is a scotch that is smooth and balanced and has an ability to mix well with a spectrum of flavours. It tastes best when paired with good food which is why I have picked it as one of the canvases for my culinary creations and food pairing. The aim is to take the audience on a sensory voyage of flavours, memories, and emotions with Black and White Scotch and the Journal of Sharing is a great way to bring alive the magic of sharing.”