Diageo Global Travel & Middle East (GTME) has launched Johnnie Walker Blue Label 2015 limited-edition design into selected travel retail locations worldwide for a restricted period.
The exclusive edition, said to be ideal for gifting, has been designed as a visual celebration of the whisky and to pay tribute to the art of blending.
The limited-edition design features a coloured Johnnie Walker Blue Label case, which the whisky can be viewed through, and signature Johnnie Walker slanted label. The case interior is finished with a multi-faceted mirror.
The light blue bottle, which is unboxed, includes an engraved version of the iconic maker and sits on a built-in plinth.
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The limited-edition bottle will be supported by in-store airport promotions | |
The limited-edition launch will be supported by in-store activations at airports around the world including in South Korea, Singapore, China, the UAE and the USA.
Johnnie Walker 2015 limited-edition design has a recommended price point of US$258.
Diageo Global Travel and Middle East (GTME) Global Marketing Director Peter Fairbrother said: “We know that shoppers are looking for something special to take home from their travels, so the availability of this premium limited-edition bottle delivers just that. It is a special version of one of the rarest blends of Johnnie Walker. Making this product available in travel retail is continued demonstration of our commitment to a truly premium and differentiated offering in this channel.”
Johnnie Walker Master Blender Jim Beveridge commented: “Johnnie Walker Blue Label is the pinnacle blend for Johnnie Walker, so every year we want to showcase its rarity in a fresh and pioneering way. This year’s route gives consumers a glimpse into the special liquid that lives within, with its outer beauty truly reflecting the rarity and complexity which this whisky holds. The availability of his limited-edition design in travel retail means that its charm can be enjoyed all over the globe.”
