Johnnie Walker launches limited edition to ‘keep Christchurch walking’

The famed Johnnie Walker Striding Man features the iconic New Zealand silver fern on the carton

NEW ZEALAND. Johnnie Walker has created a special limited-edition pack to support fundraising efforts following the Christchurch earthquake in February this year.

The pack embraces the brand’s “˜Keep Walking’ philosophy of personal progress, hard work and perseverance.

From 1 November, until sold out, limited-edition packs of Johnnie Walker Black Label 1 litre will be available at all DFS & JR/Duty Free travel retail stores across New Zealand international airports.

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NZ$2 (US$1.64) from every purchase will be donated towards the Christchurch Earthquake Appeal Trust (NZ$1 per purchase by Johnnie Walker and NZ$1 per purchase by DFS and/or JR/Duty Free).

With around 17,500 limited-edition packs available, Johnnie Walker, DFS & JR/Duty Free hope to raise approximately NZ$35,000 for the Appeal Trust, which will help in the rebuilding of Christchurch. The limited-edition packaging details information about the earthquake and the traditional Johnnie Walker Striding Man is depicted by the famed New Zealand silver fern.

Diageo Global Marketing Director – Travel Retail Steve White said: “We admire the strength of the Christchurch people and know the impact is far more than just financial. Proceeds from sales of the limited-edition range will however be put towards the physical rebuild, which will contribute to the recovery efforts.”

Together Johnnie Walker and travel retail customers in New Zealand hope to offer some inspiration to Christchurch and New Zealand to unite as one and adopt the “˜Keep Walking’ philosophy, the brand company said.

FOOTNOTE: The Moodie Report’s ‘Virtual Rugby World Cup’ competition has raised US$16,500 for the RWC Christchurch Appeal (, which is dedicated to helping restore Christchurch’s wrecked rugby infrastructure at all levels after the devastation caused by the February 22 earthquake.

JR/Duty Free’s Arrivals shop at Christchurch Airport will be an appropriately prime outlet for the limited-edition pack

The February earthquake caused widespread devastation and loss of life in Christchurch (Photo: Reuters)

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