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Johnnie Walker unveils designer Blue Label

Johnnie Walker Blue Label has collaborated with British designer Tom Dixon to create a limited edition bottle design, which includes an ice bucket, coaster and bottle cap.

The Johnnie Walker Blue Label Capsule Series includes a bespoke bottle design, ice bucket, coaster and bottle cap

The Johnnie Walker Blue Label Capsule Series will be unveiled at the Teatro Manzoni theatre as part of Dixon’s exhibition at Milan Design Week (4-9 April).

The copper accents in the design are characteristic of Dixon’s contemporary designs and highlight the process of whisky-making, with the copper theme evoking pot stills.

Johnnie Walker global brand director, Guy Escolme, said: “Tom’s expertise and artistic vision make him the perfect person to put his mark on this new design for our pinnacle blend. This collaboration expresses the creativity and passion behind two world-famous luxury brands.”

Dixon added: “The parallels between Johnnie Walker master blender Jim Beveridge and a designer might seem tenuous but when you think of it in terms of taking excellent raw materials and using patience and experimentation to extract a product with real resonance, then you can start to see the similarities.

“I also believe it is important not to remain static – like the Striding Man logo – with all its historic references it still looks contemporary and represents progressing forward and looking to the future. The copper stills, the oak barrels, the supreme expertise needed to produce a classic product – this was all instrumental to my thinking.”

Johnnie Walker is also hosting mentoring sessions at Teatro Manzoni theatre during Milan Design Week. Global brand ambassador Tom Jones will walk VIPs through the flavours of whisky and guests will be invited to enjoy a Johnnie Walker cocktail at the bar.

The limited edition series will be available to purchase from October 2017 in select markets across Europe, Latin America, Asia and Africa at an RRP from £180.

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