Diageo is releasing a new series of Johnnie Walker whiskies exclusively in global travel retail before rolling the range out in domestic markets in October.
The limited edition Johnnie Walker Black Label Origin Series is a collection of four, 12-year-old blended Scotch whiskies, each of which honors a different whisky producing region in Scotland.
Each Scotch in the collection is crafted only using whiskies from a particular region to capture the primary flavor characteristics of that area.
Three of these limited editions are blended exclusively from Diageo’s single malts, with the fourth edition a blend of single malt and grain whiskies to best represent the that region’s flavor profile.
To support the launch Diageo Global Travel will activate a full 360 global campaign which includes experiential opportunities, retailer partnerships and digital media activations.
Anna MacDonald, Marketing Director, Diageo Global Travel said: “We are delighted to bring the four corners of Scotland to the four corners of the world with the launch The Johnnie Walker Black Label Origin Series in global travel.
“This limited-edition series is the perfect starting point for adventurous spirits that are keen to go on a journey of flavor exploration, and we’re delighted to play a role in helping to demystify Scotch and its many flavor profiles. We look for-ward to bringing this incredible collection to life with some exciting in-store experiences in global travel retail,” she said.
The series packaging also doubles as an accompanying guide to the whisky, and the region it comes from. Every pack is adorned with a map of Scotland. The region that the whisky within originates from (Speyside, Highlands, Islay, or Lowlands) is highlighted, along with interesting facts and trivia relating to that part of the country.
The new limited edition collection includes:
Johnnie Walker Black Label Highlands Origin, Johnnie Walker Black Label Islay Origin, Johnnie Walker Black Label Speyside Origin and Johnnie Walker Black Label Lowlands Origin.
The Johnnie Walker Black Label Origin Series is available globally from July in selected Travel Retail stores with an RRP of £35 / $46 USD / €40 EUR / $63 AUD / JPY 5000 for a 1L bottle.