Diageo has unveiled the Johnnie Walker Blue Label Limited Edition Collection, designed by Alfred Dunhill – the latest in a series of collaborations with iconic designers.
The collection includes the Travel Retail Exclusive Giftpack, which features a unique Johnnie Walker Blue Label one litre bottle, decorated with map contours.
Its packaging features both the signature blue colour of the whisky and Dunhill’s signature ‘Chassis’ design, with gunmetal accents. The design also incorporates copper finishing inspired by the stills used in the whisky distillation process.
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The Travel Retail Exclusive Giftpack | |
The Limited Edition Giftpack features a 70cl bottle, with similar blue/gunmetal packaging, but without the copper finishing.
The highlight of the Collection is the Limited Edition Travellers’ Trunk, of which only 500 bespoke pieces will be produced globally. Based on Dunhill’s classic vintage car trunk, the modern design features the signature Blue Label colouring, leather straps and handles with Sam Brown stud finish, offset by the contours of a map carved into the birch wood.
The set is said to contain everything needed to enjoy Blue Label during a shared journey, including the limited-edition bottle, four engraved crystal glasses, a whisky funnel, a pair of ice tongs and a Dunhill hunter flask.
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The Limited Edition Giftpack | |
“Johnnie Walker is the world’s number one blended Scotch whisky while Johnnie Walker Blue Label leads our super deluxe portfolio and epitomises our luxury credentials,” said Diageo Global Reserve Managing Director James Thompson.
“We believe that our brands need to focus on two things. One is to stay relevant with continual innovation augmenting our heritage; and enhance our credentials with like-minded brand partners, providing heightened brand equity, brand value invigoration and richer collective experiences.”
Diageo said that the collaboration was a further sign of the resilience of the global luxury market, which it said is set to reach US$400 billion by 2017, driven by the liquor category.
“Partnerships have been a key driver in Johnnie Walker Blue Label success,” added Thompson. ” We celebrate a history of successful collaborations that have produced sought-after gifts, such as the Johnnie Walker Blue Label by Porsche Design Studio collection.
“This year, we strengthen our offering with the Johnnie Walker Blue Label Limited Edition Collection designed by Alfred Dunhill. [It] presents the most coveted gifts for toasting extraordinary achievements, perfect for this gifting season.”
For more information please visit: www.dunhill.com
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The Limited Edition Travellers’ Trunk |
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