Johnnie Walker unveils GTR exclusive
Diageo-owned Johnnie Walker has released its ‘biggest’ travel retail-exclusive whisky to date: Blue Label Xordinaire.
The whisky made its debut at Singapore’s Changi Airport yesterday (14 September), where passengers travelling through Terminal 1 were invited to celebrate the launch at a 3D interactive installation, located in the Jewel retail complex of the airport.
The installation draws inspiration from a Parisian hotel, designed through a unique elevator experience that offers passengers access to a sample bar where they can taste the whisky paired with bespoke chocolates from French chocolatier Arnaud Larher.
Guests then have the opportunity to purchase a bottle of the whisky alongside other branded products, such as personalised luggage tags and luxury gifting.
The blend is created using only 1 in 10,000 casks from Johnnie Walker’s reserves of aged Scotch. It is described as having an inherent smoothness and sweetness, and is finished in XO Cognac casks.
Emma Walker, master blender at Johnnie Walker, said its tasting notes include “dried fruit, toasted toffee and sun-ripened black cherry’’. It also has a “soft spice after-taste’’.
Blue Label Xordinaire is presented as Diageo Global Travel’s biggest travel exclusive to date.
Andrew Cowan, managing director of Diageo Global Travel, noted: “Our vision is to confirm and enhance Blue Label’s position as an enduring icon of luxury, expanding its allure by welcoming spirits enthusiasts of all kinds into the world of Johnnie Walker.
“By introducing this exciting new expression of Blue Label, we have created a global travel exclusive that caters to aficionados seeking exclusivity, as well as for those searching for something with a sweeter and smoother flavour profile.”
In the coming months, Johnnie Walker Blue Label Xordinaire will be available in other airports around the world, including Paris, London, Dubai, Taiwan and Hainan.
It is bottled at 40% ABV and will retail for £335 (US$399).
In May, Diageo Global opened a permanent Johnnie Walker shop in Heathrow’s Terminal 2.