Johnnie Walker introduces Black Cask
Diageo has debuted Black Cask, a permanent product innovation from Johnnie Walker that seeks to bridge the gap between Scotch and Bourbon.
At present, it is estimated that approximately 40%-50% of the North American whiskey sector is dominated by Bourbon, but it is Scotch drinkers who are said to drive a disproportionate share of whisky’s high-end value, being far more likely to buy super‑premium bottles, Diageo said.
At the same time, Bourbon drinkers – who typically prefer sweeter profiles like vanilla, caramel and honey – are rarely found to cross over into Scotch on their own.
Noting this gap, Johnnie Walker is looking to tap into the recruitment opportunity with Johnnie Walker Black Cask, a blended Scotch whisky aged exclusively in American white oak ex-Bourbon barrels, bringing together the worlds of American and Scottish whiskies.
Inspired by these two whisky worlds on each side of the Atlantic, Black Cask has been crafted to deliver a sweet new experience that remains ‘unmistakably Johnnie Walker’.
Led by master blender Dr Emma Walker, Johnnie Walker Black Cask features whiskies found at the heart of Johnnie Walker Black Label, including liquid from Cameronbridge, Glen Elgin, and Roseisle distilleries.
The final product is said to be layered with notes of creamy vanilla sweetness, caramel, gentle spice, and smooth oak warmth.
“At Johnnie Walker we are constantly pushing the boundaries of what great whisky can be,” said Walker. “For more than 200 years, Johnnie Walker has shaped the world of Scotch, and that heritage gives us the confidence and authority to innovate.
“With Black Cask, we’ve brought together two remarkable whisky traditions in a way only Johnnie Walker can, starting with some of the most expressive whiskies from the heart of Black Label and maturing them exclusively in American white oak ex-Bourbon barrels to unlock new depth, sweetness, and warmth. The result is a beautifully layered whisky that feels excitingly new yet remains unmistakably Johnnie Walker.”
The blend has been crafted to be enjoyed neat or over ice, and mixed in classic cocktails such as the Old Fashioned or modern expressions like the Gold Rush.
Jesse Damashek, senior vice-president, North America whisky portfolio, Diageo, said: “Johnnie Walker has never stopped moving forward. Progress and innovation are at the core of what we stand for embodied by ‘Keep Walking’.
“Black Cask is a powerful example of how we break through the expected: a new whisky that reflects evolving tastes while staying true to what people love about Johnnie Walker. This whisky reinforces our commitment to delivering the world’s most exceptional whisky experiences.”
US-wide launch
The launch of Johnnie Walker Black Cask will be supported by a US-wide campaign combining digital and social storytelling, immersive sampling and tasting experiences, and educational programming led by Walker.
The rollout will include a US tour across key regions, including Texas, California, Florida, New York, and New Jersey.
Johnnie Walker Black Cask, which is bottled at 43% ABV, will be available from 1 March in the US for a suggested retail price of US$34.99 per 750ml bottle.
Last spring, Johnnie Walker Black Ruby launched worldwide, and in September, a ready-to-drink Black Ruby variant featuring blackberry and soda debuted in Australia.
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