Diageo reveals new Johnnie Walker Explorers’ Club whisky series

25th October, 2012 by Richard Woodard

Diageo is making its biggest ever investment in travel retail with the launch of the Johnnie Walker Explorers’ Club series of exclusive blended whiskies.

Johnnie Walker Explorers Club Spice Road

Johnnie Walker Explorers’ Club The Spice Road is designed to evoke the aromas of Asia

The first series of three whiskies – the company has hinted that more collections will follow – starts with The Trade Routes Series and the December release of Johnnie Walker The Spice Road, created by master blender Jim Beveridge to evoke the aromas of Asia.

Priced at US$43 for a one-litre bottle, Spice Road will be followed by The Gold Route, with tropical flavours designed to reflect the aromas of the Caribbean and Latin America (US$95/litre), due for release in March or April next year.

Finally, Johnnie Walker The Royal Silk Route, at US$159/litre the most expensive of the line-up, will hit airport shelves in May or June.

Steve White, marketing director of Diageo Global Travel and Middle East (GTME), said the new whiskies were aimed to recalling the golden age of travel and exploration.

The new whiskies will be supported by what White called Diageo’s biggest marketing campaign in travel retail “by quite a margin”, including globe-shaped wall bays in shops and pop-up clubs, advertising and other activations.

They will sit alongside Johnnie Walker’s core colour series of whiskies, including Black Label, Double Black and Gold Label Reserve.

Roland Abella, managing director of Diageo GTME, said the scale of the investment reflected a “big change” in Diageo’s attitude to travel retail, and its acknowledgement of the “fundamental growth opportunities” in the sector.

“There is a big difference in the way that we’re looking at global travel within Diageo,” he added. “Our ambition is very clear: we want to make sure that we grow at double digits and ahead of the category.”

2 Responses to “Diageo reveals new Johnnie Walker Explorers’ Club whisky series”

  1. Scott Single Malt says:

    This looks an interesting addition to the Johnnie Walker whiskies. It seems worth doing a bit of travelling just to get my hands on one of those!

  2. Bill Nelson says:

    I am an ex Johnnie Walker employee – Personnel Department Kilmarnock. Remember it?.
    Have already bought Platinum.
    Would now like to buy THE SPICE ROAD, THE GOLD ROUTE & THE ROYAL SILK ROUTE when available in a Company shop – Shieldhall?.

    Bill Nelson

Leave a Reply

If that's interesting, how about these?

Travel retail in focus: American whiskey

American whiskey is outperforming the broader travel retail spirits category, more...

Compass Box finds Scotch label 'loophole'

Independent whisky bottler Compass Box reveals it has uncovered a 'solution' to more...

Royal Salute honours British Monarchy with 32yo

Pernod Ricard-owned Royal Salute has launched a 32-year-old blended whisky to more...

2015's biggest spirits brands in travel retail

2015 was a mixed year for spirits in the global travel retail channel, with more...

William Grant reveals new-look Drambuie

UK-based William Grant & Sons has unveiled a new-look pack for Drambuie, the more...

Travel retail in focus: Rum

As rum brands large and small continue to push for premiumisation, SB questions more...

Diageo ‘to cut jobs’ in productivity drive

The world’s largest spirits producer Diageo is reviewing staffing levels at more...

Travel retail in focus: Cognac

With new figures pointing to an overall wine and spirits decline in travel more...

Diageo: Work on J&B Scotch 'not good enough'

Work carried out on blended Scotch brand J&B was “not good enough” in more...

Travel retail in focus: Asian spirits

Asia travel retail has been the bastion of luxury – but does this need to be more...

Kahlúa launches chilli chocolate liqueur

Pernod Ricard has unveiled a new permanent addition to its Kahlúa rum liqueur more...

Glenfiddich revamps Cask Collection for Cannes

Glenfiddich has redesigned its Cask Collection series – the brand's first more...

Oz wine region becomes key brandy producer

Beverage producer Bickford’s Australia has established a new AUS$6.6 million more...

Diageo 'confident' of growth in fiscal 2017

Diageo’s 2017 fiscal year has “started well”, giving the group more...

Chivas extends Scapa line with peated addition

Pernod Ricard-owned Chivas Brothers has expanded its single malt Scapa Scotch more...

Bacardi snaps up Bell as malts ambassador

Bacardi has appointed former Diageo ambassador Georgie Bell as global malts more...

Scotch slips in travel retail brand standings

While Scotch whisky continues to dominate travel retail spirits, half of the more...

Top spirits at TFWA World Exhibition 2016

The TFWA World Exhibition & Conference is one of the most hotly anticipated more...

Johnnie Walker debuts refugee documentary

Diageo-owned blended Scotch Johnnie Walker has unveiled a new documentary film more...

New Cognac Larsen blends 'do not focus on age'

Cognac Larsen has launched a Cognac and eau-de-vie that have been produced more...