Ebon Moss-Bacharach and Taylor Zakhar Perez’s Whiskey Segment Is First to Win Emmy Awards

Producers of the 76th Primetime Emmy Awards looked to the past during Sunday night’s telecast with onstage reunions with stars of beloved shows. The West Wing And Happy days and bundled segments that paid homage to archetypes like moms, dads, doctors and even TV villains.

According to online discussions, some moments went better than others, while the one that inspired the most reflection came The bear Emmy-winning Ebon Moss-Bacharach hit the bar with Taylor Zakhar Perez. The two, who team up to pitch outstanding writing for a limited series or anthology, began their outing in a backstage bar with only one option on the shelves: Johnnie Walker Blue Label.

“Bartender, let me ask you: What goes best with a hamburger?” Moss-Bacharach asks a man behind the bar before surveying the scene and telling the star of Red, white and royal blue“It’s, you know, the best seat in the house. It’s quiet, it’s got a great view.” Plus, he says he’s checked and it’s “OK to have a drink and present it – responsibly.” The bartender then pours two glasses of Johnnie Walker Blue Label. “That was fun,” Moss-Bacharach jokes as they head to center stage, to which Zakhar Perez replies, “We should do it again sometime.”

Oh, someone will very soon. Television ratings are down, and awards show broadcasts are no exception. As a result, production budgets are tighter, forcing producers to get creative in their efforts to help offset costs.

The March Oscars telecast featured a brand integration with Don Julio, with host Jimmy Kimmel and his trusty sidekick Guillermo Rodriguez handing out mini bottles of Don Julio 1942, the ultra-premium tequila. “I think we should have a toast,” Rodriguez said as he handed out the custom bottles to a group that included Emily Blunt and John Krasinski. Don Julio’s corporate partner, Diageo, is a longtime partner of the Academy of Motion Picture Arts & Sciences, and the tequila was also served at the official post-ceremony party.

Same thing at the Emmys. Johnnie Walker was on hand all night at the TV Academy Governors Gala at the LA Convention Center, where Moss-Bacharach walked around the room in his new gold accessory. The veteran actor helped develop recipes for the event with food producer Courtney Storer, which were then paired with custom cocktails by mixologist Charles Joy.

At a major event like the Emmys, it’s no surprise to see brand activations at nearly every access point, from the red carpet to the after-parties. If the brand segment trend is here to stay, someone should warn The New York Timeswho didn’t mince words in his analysis of what happened last night. “Promotions masquerading as legitimate material are a scourge on any media,” wrote Margaret Lyons. “Forcing an ad into the Emmy Awards is a disgrace.” Ouch.