Diageo's Johnnie Walker brand introduces UK launch of Johnnie Walker Blue Label Limited Edition Collection designed by Alfred Dunhill
June 19, 2013
– JOHNNIE WALKER® BLUE LABEL™ and Alfred Dunhill, two of the world's most iconic aspirational brands, today unveiled the JOHNNIE WALKER® BLUE LABEL™ Limited Edition Collection designed by Alfred Dunhill, which is part of Richemont's stable of luxury brands. Bolstering the bullish sentiment of growth of luxury offerings are indicators showing that the global luxury market is set to reach nearly $400 billion by 2017, with the luxury alcohol category driving the growth in most top markets.1 JOHNNIE WALKER® BLUE LABEL™ has benefited from the immense market opportunity with continued emerging market growth and increased consumer confidence at higher income levels in developed markets.
The JOHNNIE WALKER® BLUE LABEL™ Limited Edition Collection designed by Alfred Dunhill continues the successful and strategic alliance between two iconic British luxury brands. According to the 2013 UK Luxury Benchmark, the British luxury sector is forecasted to achieve double-digit growth each year for the next five years, bringing it from $10.2 billion in 2012 to $18.9 billion in 2017.2 The partnership between the luxury whisky brand and the British luxury house capitalises on this insight and is the latest collaboration to date for JOHNNIE WALKER® BLUE LABEL™.
"JOHNNIE WALKER® is the world's number one Blended Scotch Whisky while JOHNNIE WALKER® BLUE LABEL™ leads our super deluxe portfolio and epitomising our luxury credentials," said James Thompson, Managing Director, GLOBAL RESERVE, DIAGEO.3 "We believe that our brands need to focus on two things. One is to stay relevant with continual innovation augmenting our heritage; and enhance our credentials with like-minded brand partners, providing heightened brand equity, brand value invigoration and richer collective experiences."
The result is a collection of exclusive gifts perfectly accentuating the rarity and flavor of the whisky and inspired by the pioneering spirit of John Walker and Alfred Dunhill during their journeys from Britain to the four corners of the world. The Limited Edition Giftpack designed by Alfred Dunhill features a limited edition designed bottle with its interior evoking the contours of a map, bringing the two iconic brands' shared journey to life. The bottle's exterior seamlessly marries the JOHNNIE WALKER® BLUE LABEL™ signature blue colour packaging with dunhill's signature 'Chassis' design and gunmetal finish made famous in their leather goods.
Additionally, only available at selected travel retail stores will be the Travel Retail Exclusive Giftpack designed by Alfred Dunhill, includes a unique JOHNNIE WALKER® BLUE LABEL™ 1L size bottle with both its interior and exterior featuring the map contours. Identifiable by the JOHNNIE WALKER® BLUE LABEL™ signature blue colour packaging and dunhill's signature 'Chassis' design with gunmetal accents, it also features copper finishing inspired by the copper stills used in the whisky distillation process; the iconography effortlessly representing dunhill's innovative and intelligent design ethos.
At the pinnacle of the Collection, the Limited Edition Travellers' Trunk designed by Alfred Dunhill, perfectly celebrates a journey shared. Based on dunhill's classic vintage car trunk, the modern design features the signature JOHNNIE WALKER® BLUE LABEL™ blue colouring, leather straps and handles with Sam Brown stud finish, offset by the contours of a map carved into the elegant birch wood. It contains everything needed to enjoy JOHNNIE WALKER® BLUE LABEL™ during a journey shared including a limited edition bottle of JOHNNIE WALKER® BLUE LABEL™ featuring dunhill's gunmetal finish, four beautifully engraved crystal glasses, a whisky funnel, a pair of ice tongs and a dunhill hunter flask. Only 500 bespoke pieces of the Limited Edition Travellers' Trunk designed by Alfred Dunhill will be produced globally.
"Partnerships have been a key driver in JOHNNIE WALKER® BLUE LABEL™ success. We celebrate a history of successful collaborations that have produced sought-after gifts such as the JOHNNIE WALKER® BLUE LABEL™ by Porsche Design Studio collection," said Thompson. "This year, we strengthen our offering with the JOHNNIE WALKER® BLUE LABEL™ Limited Edition Collection designed by Alfred Dunhill. JOHNNIE WALKER® BLUE LABEL™ collaboration with Alfred Dunhill presents the most coveted gifts for toasting extraordinary achievements, perfect for this gifting season."
JOHNNIE WALKER® BLUE LABEL™ changed the world's understanding of luxury Scotch Whisky and today the same guiding principles continue to define whisky excellence. Only one in 10,000 casks is deemed of sufficient character to deliver its remarkably smooth signature taste. Each rare whisky is hand selected by the Master Blender himself part of an unbroken blending heritage stretching back over 190 years.
The JOHNNIE WALKER® BLUE LABEL™ Limited Edition Collection design by Alfred Dunhill will be available through exclusive retailers.
1 Euromonitor International, Passport Luxury Global, 2012
2 Walpole and Ledbury Research, UK Luxury Benchmark, 2013
3 Impact Databank, Top 100 Premium Spirit Brands, 2013
Notes to Editors:
About JOHNNIE WALKER® BLUE LABEL™ Blended Scotch Whisky
JOHNNIE WALKER® BLUE LABEL™ is one of the pinnacle offerings from JOHNNIE WALKER®.
Only sublime, rare whiskies at the pinnacle of perfection are used in the blending of JOHNNIE WALKER® BLUE LABEL™, with only 1 in 10,000 casks containing whisky of sufficient character to deliver its remarkably smooth signature taste. Each is handpicked by the JOHNNIE WALKER® Master Blender himself, part of an unbroken lineage of Master Blenders stretching back over 190 years - it is the ultimate expression of whisky making today and an remarkable achievement for the modern era.
Presented in individually numbered bottles, it is reminiscent of the 19th century style of whiskies. The Master Blender uses his decades of experience to select some of our rarest casks from the JOHNNIE WALKER® reserves for their quality, character and flavour to create the powerful, complex, smooth character of BLUE LABEL™. Using a relatively small number of whiskies requires incredible skill and exceptional liquids as each will play a significant contribution to the final result.
BLUE LABEL™ has a mellow, rounded nose, with a dry smokiness (a JOHNNIE WALKER® signature flavour) mixing with raisin sweetness. It is best savoured with the palate cleansed and cooled by iced water. One sip reveals a velvety mouth-feel, then an explosion of flavour. At once you'll discover hazelnuts, honey, rose petals, sherry and oranges. Subsequent sips reward you with more hidden secrets like kumquats, wispy aromatic smoke, sandalwood, tobacco, and dark chocolate.
DIAGEO is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, beer and wine categories. These brands include Johnnie Walker, Crown Royal, JεB, Buchanan's, Windsor and Bushmills whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Tanqueray and Guinness.
DIAGEO is a global company, with its products sold in more than 180 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about DIAGEO, its people, brands, and performance, visit www.diageo.com. For DIAGEO's global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit www.DRINKiQ.com.
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The JOHNNIE WALKER and BLUE LABEL words, the Striding Figure device and associated logos are trademarks © John Walker & Sons 2013.
For further press information please contact:
ANDRE CHONG, +65 876 4446
Head of Communications
CINDY LIM, +65 6347 2321
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