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?

Johnnie Walker rebrands Platinum as 18YO

Diageo-owned blended Scotch whisky Johnnie Walker has renewed its focus on age more...

Johnnie Walker rolls out Blenders’ Batch in US

Blended Scotch brand Johnnie Walker is to introduce its “experimental” more...

Rum's renaissance 'a complex picture of growth'

Rum might be the last spirit category to truly go premium, but there’s more...

High Commissioner offers shoppers 50” TVs

Loch Lomond-owned blended Scotch brand High Commissioner has brought back an more...

Tomatin unveils series inspired by elements

Highland distillery Tomatin has unveiled a limited edition single malt series more...

Ketel One honours golfer Arnold Palmer with bottle

Diageo-owned Ketel One Vodka has launched a special edition bottle to remember more...

Baijiu category beats whisky on value

The global baijiu category has overtaken whisky to become the most valuable more...

Collection of 290 Karuizawa whiskies up for sale

The "world’s largest" known collection of Karuizawa Japanese whisky – more...

Top 10 tea-flavoured spirits

Tea-based spirits have come to the fore in recent years, providing bartenders more...

Jägermeister on 'solid' growth trajectory

German herbal liqueur brand Jägermeister recorded "solid" single-digit volume more...

HSBC bullish on spirits stock investments

Vodka has edged whisky as the preferred spirit among Britons, according to a more...

Martell unveils VS Single Distillery

Pernod Ricard-owned Cognac house Martell has released a new expression more...

Opihr Gin launches fourth annual cocktail comp

The fourth annual Opihr World Adventure Cocktail Competition is now open to more...

Martell launches single estate expression at HKIA

Pernod Ricard Travel Retail has launched Martell Single Estate Domaine de more...

Beam Suntory unveils Courvoisier candle-holder pack

Beam Suntory Global Travel Retail is to release a new TR-exclusive Courvoisier more...

Black Sea oak dram to mark Ardbeg Day

Islay single malt distillery Ardbeg will release a virgin Black Sea oak more...

Lagavulin charity bottle sells for £7,300

Islay distillery Lagavulin has raised £7,300 (US$8,900) from the sale of a more...

The world's best boozy hotel breaks

Looking for a getaway with some serious spirit? SB rounds up some of the best more...

Berry Bros relaunches Glenrothes Vintage 1995

Berry Bros & Rudd has relaunched The Glenrothes Vintage 1995, which was the more...

Greenall's unveils new design inspired by 1700s

Quintessential Brands-owned Greenall’s gin has revamped its bottle to reflect more...