DFS launches exclusive ‘city-inspired’ Johnnie Walker Blue Label

The Singapore-inspired bottle, only available through DFS at Changi Airport

Diageo Global Travel has unveiled a limited-edition range of Johnnie Walker Blue Label bottles, engraved with designs inspired by the skylines of seven of the world’s most famous cities.

The bottles are only available at DFS Group’s airport stores in each of those cities. The first to go on sale is the Singapore bottle, retailing at Changi Airport for SGD$600 (US$471) per bottle with just 150 available.

The handcrafted range consists of editions inspired by Singapore, Hong Kong, Mumbai, San Francisco, Los Angeles, New York and Auckland. Each bottle is accompanied by a bespoke sleeve.

Individually-numbered and available in limited quantity only in the cities that inspired them, the bottles are designed to reflect the rarity and exclusivity of Johnnie Walker Blue Label. All bottles in the range were engraved by a team of three skilled craftsmen at Diageo’s Super Premium Finishing Centre in Singapore.

Diageo Global Travel and Middle East Global Marketing Director Steve White said: “We know that travellers love to bring back unique mementos from their journeys which serve as a beautiful reminder of the experience.

“The Johnnie Walker Blue Label Skyline range meets that need for our high-flying consumers. Tailoring a product to the local market is a mark of our commitment to offering innovation and differentiation to our travellers.”

The range is available from this month in DFS airport stores in Singapore Changi, Hong Kong International, Mumbai Chhatrapati Shivaji, San Francisco International, Los Angeles International, New York JFK and Auckland International airports. It sells at a recommended retail price of US$399 (or local equivalent) for 1 litre.

DFS Group Senior Vice President of Global Merchandising – Spirits, Wine, Tobacco, Food and Gifts John Hoover added: “It is an honour to be the first travel retailer in the world selected to launch this special range.

“We are confident that these exceptional bottles, which capture the spirit and energy of some of the most iconic destinations where DFS is found, will delight world travellers.”

The entire range, with editions for (left to right): Hong Kong, Los Angeles, Mumbai, New York, Auckland, San Francisco and Singapore. View them in detail through our Moodie Magnifier

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