Joining the ranks of brands putting customers at the heart of the creative process, Scottish whiskey brand Johnnie Walker is launching My Edition. The innovation enables whiskey lovers to tailor the blend, bottle, and packaging to their individual taste, for a customised, luxury tipple.

Bourbon is booming, rye is on the rise and Tennessee is thriving as US drinkers fall back in love with dark spirits. But a clever ad campaign isn't always enough for a brand to stand out. How did Jack Daniel’s grab people’s attention and remind them that whiskey is the drink of rock and roll stars?

Whisky has long been considered a ‘serious’ drink enjoyed by men of a certain age, with picky fans often loyal to their beloved single malt. But now, thanks to experimental palates and a desire for ‘authentic’ brands, sales are soaring as women and Gen Yers raise a dram of the dark stuff.

With female empowerment very much en vogue, brands are keen to jump on the bandwagon. Switching out its usual logo for one of a woman, Johnnie Walker's ‘Jane Walker’ received a torrent of backlash. Such negative response reflects people's intolerance of unnecessarily gendered products.