Diageo unveils ‘deluxe’ Johnnie Walker collection

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

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”.

“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.

Tags: Blended WhiskyDiageoJohnnie WalkerJW

Greg

My name is Greg, and I’m a brand strategy consultant, writer, speaker, host and judge specialising in premium spirits. My mission is to experience, share and inspire with everything great about whisky, whiskey, gin, beer and fine dining through my writing, my brand building and my whisky tastings.