Johnnie Walker Black Label bottle and gold jigger on a white table

Entries closed for 2024

Johnnie Walker Bartender Challenge

Bartenders, get ready to flex your creative muscles - the Johnnie Walker Global Bartender Challenge will return soon! Find out how to enter below and be in with the chance of winning an exclusive VIP trip to Edinburgh.

Estimated reading time: 7 minutes


Bartenders, get ready to put your cocktail creativity to the test for the chance to get YOUR original cocktail recipe seen around the world! 

The Johnnie Walker Global Bartender Challenge gives four lucky winners the chance to win an exclusive, money-can’t-buy VIP trip to Edinburgh. 

In addition to flights and a three-night stay, the winners will get to venture behind the scenes at a Johnnie Walker distillery and meet the brand’s Master Blender Dr Emma Walker. That’s not all: if you’re chosen as one of the four winners, you’ll also get YOUR original creation showcased to a global audience around the world, and have your recipe permanently added to the exclusive Johnnie Walker Little Black Book of Cocktails! 


Entries are closed for 2024.  
Check back in 2025 to find out the details of the next competition! 

To enter, you must create an Instagram Reel showcasing an original Johnnie Walker Black Label cocktail of your own creation using every day, easily accessible ingredients.

In 2023, entry reels must feature: 

  • Your original cocktail, plus the recipe and method for how to make it 
  • A clear shot of a bottle of Johnnie Walker Black Label whisky 
  • Why you think Black Label makes the perfect ingredient for your serve 
  • The hashtags #BlackLabelChallenge, #KeepWalking and tag @johnniewalker 

Entry closes on Friday 10th May, after which a judging panel - which includes Johnnie Walker Brand Ambassador Tim Philips-Johansson - will shortlist entries based on the visual appeal of the serve and the creativity and balance of the recipe. 

Shortlisted entries will then be made and tasted by the judges to decide the final four winners. Feeling inspired? Make sure you brush up on the T&Cs below, then grab a bottle of Black Label and get creative! 

Competition excludes entries from residents in:

United States of America, Canada, Finland, Sweden, Norway, Philippines.


2023 Winner Cocktails

Our ultimate free guide to Johnnie Walker cocktails, including award-winning serves from 2023’s four Black Label Global Bartender Challenge winners.


Take our whisky elearning course to learn the fundamentals of whisky flavour pairings.

Master these essential skills to bring your entry to the next level.