Johnnie Walker releases final bottle in Trade Route series

21st October, 2013 by Amy Hopkins

Diageo has unveiled the final instalment of its travel retail exclusive Trade Route series – the Royal Route.

Johnnie Walker Royal Route

Johnnie Walker’s Trade Route series is part of the Explorers’ Club Collection – Diageo’s biggest travel retail drive to-date

Johnnie Walker’s The Royal Route completes the Trade Route series, which charts the global heritage of the brand and is part of the Explorers’ Club Collection – the drinks giant’s largest travel retail investment to-date.

Inspired by the journeys of brand founders John Walker & Sons, the series channels flavours found in famous trade routes across the world.

The Royal Route features flavours found along the trade route from the Far East to the Mediterranean coast, joining The Gold Route, which channels flavours across South America and the Caribbean, and The Spice Road, which depicts flavours of Europe and Asia.

Diageo described the new bottling as the “most opulent” in the series as it is inspired by the “majestic history and sights of the Royal trading route, famed for bringing the luxuries of the world to the hands of the kings”.

“We sought only the very finest, beautifully balanced blends that have deep evocative flavours and a character to match,” said Johnnie Walker master blender Jim Beveridge.

“Reflective of the beauty, rarity, and exotic nature of the luxury goods that were exchanged on the royal trade route, it has an intense and complex flavour with notes of dried fruit and toffee, balanced with a subtle woody sweetness and smoke.”

Johnnie Walker The Royal Route is now exclusively available in selected travel retail outlets at an RRP of US$159.

Steve White, marketing director of Diageo global travel and Middle East, added: “The Royal Route is the pinnacle and culmination of the Trade Route series and with it we are celebrating of exploration and travel today.”

The Trade Route series sits alongside Johnnie Walker’s core colour series of whiskies, including Black Label, Double Black and Gold Label Reserve.

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