Johnnie Walker releases travel retail exclusive

Diageo has officially launched its Johnnie Walker Blue Label 2015 Limited Edition design Scotch whisky in selected travel retail outlets around the world.

Johnnie Walker Blue Label 2015 Limited Edition Design is now available in select travel retail stores around the world

Travellers can now purchase the new release from travel retail stores situated in airports in Korea, Singapore, China, UAE and the US.

The launch will be accompanied by in-store activations designed to “immerse” travellers into the history behind the Johnnie Walker Blue Label brand.

“We know that shoppers are looking for something special to take home from their travels, so the availability of this premium limited edition bottle delivers just that,” commented Peter Fairbrother, global marketing director of Diageo Global Travel and Middle East (GTME).

“It is a very special version of one of the rarest blends of Johnnie Walker.

“Making this product available in travel retail is continued demonstration of our commitment to a truly premium and differentiated offering in this channel.”

The limited edition bottle has not been packaged in a box, but carries a folding label detailing a multi-sensory journey of the blend.

It is said to offer tastes of rich fruit and chocolaty malt notes on the palate, leading to old oak woody notes and aromatic spice.

“Johnnie Walker Blue Label is the pinnacle blend for Johnnie Walker, so every year we want to showcase its rarity in a fresh and pioneering way,” added Jim Beveridge, master blender for Johnnie Walker.

“This year’s route gives consumers a glimpse into the special liquid that lives within, with its outer beauty truly reflecting the rarity and complexity which this whisky holds.

“The availability of this limited edition design in travel retail means that its charm can be enjoyed all over the globe.”

The Johnnie Walker Blue Label 2015 Limited Edition Design is available now for a limited period at an RRP of US$258.