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The Royal Route: The final release in The Johnnie Walker Explorers’ Club Collection |
Diageo has just made available The Johnnie Walker Explorers’ Club Collection – The Royal Route. This blend, which was previewed to the trade in May, marks the culmination of this first series in the Collection, now available exclusively to travellers through duty free. It carries a recommended retail price of US$159.
The completed line-up of blends is supported by both promotional and permanent store displays, as well as dedicated experiential pop-up clubs in the world’s leading airports. This is underpinned by a significant advertising campaign in, and also outside of, the travel retail channel.
The series is inspired by the journeys the original Johnnie Walker agents took in their world travels, navigating along the famous trade routes of the world: the royal route from Asia to the Mediterranean coast; the gold route of the Americas and the Caribbean; and the spice road of Europe and Asia.
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This latest travel retail exclusive expression is priced at US$159 |
Johnnie Walker Explorers’ Club Collection – The Royal Route is claimed to be the “most opulent variant in the series”.
“We sought out only the very finest, beautifully balanced blends that have deep evocative flavours and a character to match,” commented Master Blender Jim Beveridge. He added: “On the nose there is a vast array of rich fruity flavours including apple, pear, fig and peach. Reflective of the beauty, rarity and exotic nature of the luxury goods that were exchanged on the Royal Trade Route, it has an intense and complex flavour with notes of dried fruit and toffee, handsomely balanced with a subtle woody sweetness and a lingering wispy aromatic smoke. The Royal Route delivers far more depth of character, with richer, multiple layers on the palate.”
Diageo Global Travel and Middle East Marketing Director Steve White said: “The Johnnie Walker Explorers’ Club Collection – The Royal Route is the pinnacle and culmination of the series and with it we are celebrating the richness of travel and exploration today. As a trusted companion to adventure, we are certain it will inspire new and bold journeys in today’s world travellers.”
He added: “We’re confident that the completed series will not only add visual impact to the travel retail shopping experience but will also provide an exclusive travel retail collection of whiskies with three distinct profiles and price points which will appeal to both customers and consumers.”
The Trade Routes Series began last November with the first release, The Spice Road, followed in March by The Gold Route.
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On tour: The series is inspired by the journeys the original Johnnie Walker agents took in their travels, navigating the famous trade routes of the world |
