Tapping into the growing appeal of après-ski culture, Diageo has unveiled the Johnnie Walker Blue Label Ice Chalet expression in partnership with luxury skiwear brand Perfect Moment.
Diageo Global Marketing & Innovation Director, Johnnie Walker João Teodoro de Matos noted on LinkedIn: “Today is an exciting day for Johnnie Walker as we unveil our newest innovation.
“As après-ski continues to captivate luxury lovers, it creates the perfect moment to celebrate with a signature drink after a day on the slopes.
“While Johnnie Walker Blue Label has always been a natural fit for this special occasion, we wanted to elevate that magical moment – the blue hour, just before twilight when the sun begins to set – with something truly extraordinary.”
Blue Label Ice Chalet has been crafted by Master Blender Emma Walker and comes in a limited-edition bottle complete with bespoke crossbody bag.
Perfect Moment shareholder Priyanka Chopra, a renowned Indian actress and film producer, has been named ambassador for the launch.
Johnnie Walker Blue Label Ice Chalet will soon make its debut in luxury retail and across Diageo’s resort takeovers. The supporting social-first global campaign will include bite-sized content designed to capture new audiences. ✈
All images courtesy of Perfect Moment and Johnnie Walker Blue Label
