CHINA. Diageo Global Travel has unveiled the limited-edition Hainan design of its Johnnie Walker Blue Label Cities of the Future series. It is now exclusively available in selected travel retail locations, including in Haikou and the Johnnie Walker Whisky Boutique with China Duty Free Group in Haitang Bay, Sanya.
The Johnnie Walker Blue Label whisky bottle features the work of renowned artist Luke Halls, who depicts a utopian vision of the Chinese island in 2220. His illustrations reimagine a thriving and vibrant future of Hainan with transformed cityscapes and skylines.
Halls has collaborated with the brand to provide designs for the limited-edition series. In this case, Halls’ interpretation of 23rd century Hainan represents, in his words, “the idea of a geoengineered city, a tourist paradise for citizens of the Earth and visitors from the Martian colonies”.
The artwork portrays floating islands that transport visitors through the city’s rich heritage, from the Ming Dynasty to the early 21st century. It also features gravity-defying cable cars that bridge the islands, providing stunning views of a cityscape. The views show the Bougainvillea clusters that are popular in south China and Ming Dynasty-inspired pagodas that tower over the Guanyin of Nanshan statue.
It also shows jewel-like solar panel installations floating in the surrounding ocean, which generate power and enhance the city’s natural scenery.
Commenting on the launch, Diageo Global Travel Managing Director Andrew Cowan said: “China is such an important market for us, and Hainan, its newest retail hub, is a hugely exciting place to showcase our incredible portfolio of rare Scotches.
“We’ve found a new home in Hainan with our new whisky boutique there and it’s brilliant to follow this opening with our Cities of the Future Hainan limited-edition. We’re delighted to see Johnnie Walker Blue Label launching in Haikou, Sanya and other locations within travel retail with this beautiful and exclusive bottle design, giving travellers and shoppers an exciting glimpse of a future Hainan.”
Diageo Global Travel Commercial Director for APAC, MENA and India Sandra Tassilly commented: “This incredible limited-edition design for Johnnie Walker Blue Label Cities of the Future is a treat for travellers and shoppers to Hainan. An exciting and fun glimpse of what a future Hainan might look like.
“Luke Halls’ beautiful illustrations are the very embodiment of the Johnnie Walker philosophy of progress, looking to the future with the rally cry of ‘Keep Walking’. The rare whiskies in the liquid, the intricate craft and innovative collaboration of Johnnie Walker and Luke Halls, make this limited-edition design the perfect gift to give to those who walk with you.”
The limited-edition bottle is equipped with an NFC chip on the label that allows customers to virtually explore the futuristic Hainan society.
Diageo Global Travel noted that the Haitang Bay Johnnie Walker Whisky Boutique will be revamped with the Cities of the Future design and will feature a related luxurious gifting service.
The launch is supported by an omnichannel campaign featuring high-impact digital media content and influencer amplification across multiple online and social media channels. ✈
