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Diageo Global Travel and Middle East (GTME) has unveiled new bottles, packaging and point of sale materials in travel retail for Johnnie Walker Red Label.
The new bottle retains the brand’s distinctive slanted label and square shape, first introduced by Alexander Walker in the 19th century, but is taller and wider.
It also has sharper edges for what Diageo described as a “strong, masculine finish”, with the aim of giving it an impactful presence on duty free shelves.
There are also award visuals along the bottom of the bottle, while the brand’s trademark “˜The Striding Man’ image is embossed on the neck of the bottle and integrated on the front face. All Johnnie Walker Red Label cartons, shippers and point of sale materials are also carrying the redesign.
Johnnie Walker Global Brand Director Gavin Pike said: “The changes to the Johnnie Walker Red Label packaging will drive a competitive advantage in status and premium perceptions while complementing the elegant style of today’s Johnnie Walker range.
“We believe that travel retail plays an important role in introducing the new look Johnnie Walker Red Label pack to consumers worldwide, which is why global travel is one of the first regions to receive it.”
The new look Johnnie Walker Red Label is available in global travel retail outlets from this month with a recommended retail price of US$21 (1litre), US$18 (75cl) and US$17 (70cl).
Diageo GTME Global Marketing Director Steve White added: “We are delighted to announce the arrival of this iconic new packaging in travel retail outlets across the globe.
“The striking new bottle, pack, shipper and point of sale materials will build an iconic and disruptive presence in travel retail to inspire and provoke international travellers to embrace the world of Johnnie Walker Red Label.”
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