In big breaking brand news, Diageo Global Travel & Middle East (GTME) is launching a pioneering travel retail exclusive, blended malt whisky called Johnnie Walker Island Green.
The new line, a blend of Diageo-owned single malts, will be launched exclusively into the channel from July at around US$60 for a litre bottle. Johnnie Walker Island Green captures the distinctive style of individual malts from the four main whisky regions of Scotland with added prominence given to island malts.
Diageo GTME Managing Director Doug Bagley said: “The launch of Johnnie Walker Island Green is a true game-changer for the Scotch category in travel retail. For the first time ever, we are able to offer our customers an exclusive blended malt whisky from the biggest spirits brand in the channel, strongly supported with the backing of Johnnie Walker investment and marketing activation.”
Johnnie Walker Island Green captures the distinctive style of individual malts from the four main whisky regions of Scotland, with particular focus on the peaty, maritime nature of the great Islay single malt Caol Ila |
He continued: “Malts is the fastest growing category in travel retail, growing at twice the rate of the overall Scotch category, but the scale of variants, ages and flavours can be overwhelming to shoppers. Research shows that seven out of ten malt shoppers drank blended Scotch before entering into malts, so we believe the launch of Johnnie Walker Island Green will act as an incredible signpost for those shoppers who want to explore the category.
“As a travel retail exclusive, Johnnie Walker Island Green also offers these consumers access to something special which they cannot buy elsewhere.”
In an interview with The Moodie Davitt Report Bagley said: “We hope it will bring real incremental growth to the category.” Consumers, perhaps confused by the wide array of malt whiskies available in travel retail, will find assurance in the “juggernaut” of the Johnnie Walker brand name, he said.
“It’s a world-first – the first blended malt from Johnnie Walker that is exclusive to travel retail. It’s a massive play… coming from the [Scotch whisky] market leader and at a great price point.”
Johnnie Walker Island Green will be promoted heavily in-store featuring a Johnnie Walker blender’s campaign. Prominent activations and widespread sampling will be rolled out from July.
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Johnnie Walker Master Blender Jim Beveridge said: “As whisky makers, we’re passionate about flavour, and creating this exclusive travel retail variant of our blended malt whisky has given us an opportunity to showcase a rare blend of rich malts. We wanted to preserve the character of each of the malts in this whisky but at the same time create a different, more intense flavour experience for travellers.”
Stuart Morrison of the Johnnie Walker blending team said the intensity has been achieved by giving Caol Ila from the island of Islay a greater influence in the blend.
He said: “The added prominence of the smoky, maritime nature of Caol Ila has been very carefully balanced with robust fruity Highland malts including Clynelish, lighter Lowland malts represented by Glenkinchie and the characteristically sweet and fragrant Speyside style of Cardhu.”
