SINGAPORE. Diageo Global Travel has revealed a new Johnnie Walker Scotch whisky expression exclusively for travel retail – Blue Label Xordinaire.
It was launched with an immersive event, in collaboration with Lotte Duty Free and Changi Airport Group, on 13 September at Singapore Changi Airport Terminal 1. The brand owner is also celebrating with a vibrant makeover of The Moodie Davitt Report website this week.
The expression is created using one in 10,000 casks from the Johnnie Walker reserves of aged Scotch. Xordinaire, finished in former French XO Cognac casks, is bottled at 40% ABV and is available across key airports at an RRP of US$399 (1L bottle).
The Xordinaire experience at Changi is the beginning of a series of activations that will be rolled out in travel retail over the coming months. It will appear in airports from Paris to London and Dubai to Taipei, plus in the Hainan Island offshore duty free market.
Diageo Global Travel invited key stakeholders, media and influencers to discover the experience. The activation in Changi is inspired by a Parisian hotel and even features an immersive elevator experience.
Travellers are invited to enter the elevator to explore the Johnnie Walker Blue Label Xordinaire world before being directed to the sampling bar. Here, they can open the digital guest book for a tasting with a bespoke chocolate pairing crafted by renowned French chocolatier Arnaud Larher in collaboration with Johnnie Walker.
Passengers can then purchase a bottle of Johnnie Walker Blue Label Xordinaire and survey the luxury gifting station. They can also receive a personalised luggage tag.
A three-dimensional installation in the Jewel retail complex supports the campaign alongside OOH media placements throughout Changi Airport. A targeted social media campaign is also engaging passengers beyond the terminal.
Diageo Global Travel Managing Director Andrew Cowan commented: “Johnnie Walker Blue Label Xordinaire represents a new variant for the Johnnie Walker Blue Label house – it is our biggest global launch ever in travel retail. And of course, travel retail was the original launch place of Johnnie Walker Blue Label just over 30 years ago.
“Our vision is to confirm and enhance Blue Label’s position as an enduring icon of luxury, expanding its allure by welcoming spirits enthusiasts of all kinds into the world of Johnnie Walker. By introducing this exciting new expression of Blue Label, we have created a global travel exclusive that caters to aficionados seeking exclusivity as well as those searching for something with a sweeter and smoother flavour profile.”
Johnnie Walker Blue Label Xordinaire is now a part of the Johnnie Walker portfolio of blended scotch whiskies produced in limited quantities and blended in small batches to ensure quality.
Johnnie Walker Master Blender Emma Walker said: “This is a luxurious and vibrant scotch bursting with notes of dried fruit, toasted toffee and sun-ripened black cherry. Bright orchard fruits shine through velvety smoothness, with flashes of peach and soft spice surging upward. A sumptuously smooth scotch with a soft spice aftertaste – Johnnie Walker Blue Label Xordinaire truly is an exuberance to be shared.” ✈
Scroll down to view more images from the Johnnie Walker Blue Label Xordinaire activation at Singapore Changi Airport
