Diageo is targeting its high-end spirits to consumers through a series of luxury yacht parties and events that feature drinks and male models. Parties feature its new Johnnie Walker Scotch brand Odyssey and have taken place at major European cities such as London and Athens, Greece. "We're not going to just make a television advert. We'll have big, spectacular experiential marketing," said John Kennedy, head of the Diageo's Western European operations.

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