Johnnie Walker Strides in New Jersey.

Johnnie Walker Black Label is launching a new initiative that brings events, promotions and new business opportunities to New Jersey. In May, the deluxe Scotch Whisky kicked off its 100th anniversary celebration with the theme, “100 Years of Progress.” In continuation of the centennial birthday, the brand turns the focus local and highlights the Garden State’s Latino community — with one of New Jersey’s own at the program’s helm.

Latinos exert a powerful force in New Jersey, making an ideal environment for the endeavor. Currently making up more than 16 percent of the population, they represent the fastest growing segment in the state. In addition, New Jersey houses the 5th largest concentration of Latino businesses in the country, which numbered over 52,000 in 2008, predicted to double by 2010. As business leaders, consumers, homeowners and active community members, Latinos make essential social, cultural and economic contributions that help the state thrive.
   
“Latinos represent achievement and progress in New Jersey, two characteristics that Johnnie Walker Black Label also exemplifies,” says Gerry Rojas, New Jersey Hispanic Brand Ambassador for Johnnie Walker and proud New Jerseyite. The initiative celebrates the accomplishments of New Jersey Latinos and creates new opportunities for business owners in the spirits industry to excel. It also invites everyday residents to join the celebration. “Whether they are coming together for family festivities, networking, cultural events or just a well-deserved evening out, Johnnie Walker is uniting people from every part of the diverse Latino community by providing access to some of the best places and events that New Jersey has to offer,” Rojas says.