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Diageo unveils ‘deluxe’ Johnnie Walker collection

Diageo has extended its “prestige” portfolio of Johnnie Walker blended Scotch whisky with the launch of the John Walker & Sons Private Collection.

Diageo has launched the first edition of the John Walker & Sons Private Collection in Asia travel retail

New bottlings in the “ultra deluxe” travel retail collection, which has been created by Johnnie Walker’s master blender Jim Beveridge, will be released annually.

Just 8,888 decanters of the collection’s 2014 Edition will be available at an RRP of £436.45.

Beveridge selected 29 of his private reserve “experimental” casks to created the 2014 Edition, described as a “unique smoky blend”.

Presented in a dark blue glass bottle, the expression will first launch this month in Singapore Changi Airport in partnership with DFS stores.

“We recognise the high level of appreciation for ultra deluxe blended Scotch whisky in Asia travel retail and this launch underlines our ongoing commitment to innovation and premiumisation,” said Steve White, global marketing director of Diageo global travel and Middle East.

“The 2014 Edition is a wonderful chance for travelling whisky connoisseurs and collectors to buy a scarce first decanter to begin their own remarkable John Walker & Sons Private Collection.”

Small batch bottlings will be released annually as part of the collection, which will extend across Asia Pacific travel retail outlets from June 2014.

The 2014 Edition of the John Walker & Sons Private Collection is bottled at 46.8% abv.

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