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Diageo Reserve’s luxury blended Scotch whisky, Johnnie Walker Blue Label has unveiled a partnership with The Whisky Shop, Piccadilly.

The UK’s favourite luxury Scotch whisky has developed the activity to support the wider ‘Joy Will Take You Further’ global campaign, with a focus on the joy of giving, positioning Johnnie Walker Blue Label as a the perfect gift to give this Christmas.

The Johnnie Walker portfolio will be beautifully showcased within the Piccadilly store, with a branded shop front, featuring LED screens showing the newly launched Gentleman’s Wager II film, featuring Jude Law and Giancarlo Giannini. There are also a number of exciting displays and stands throughout the store showcasing the luxury whisky brand.

Consumers are invited to the store throughout December to enjoy a Johnnie Walker Blue Label one to one tasting, led by The Whisky Shop’s team of specialist whisky staff. The intimate sessions are designed to introduce whisky fans and those new to the category alike to Johnnie Walker Blue Label, the ultimate gift for Christmas. The brand’s new 20cl limited- edition gift box will also be available to purchase, alongside the highly sought after City Edition bottles, celebrating the London and Edinburgh skylines.

To launch this activity, Johnnie Walker Blue Label has also partnered with Quaglino’s, a contemporary European restaurant and bar located in St. James’ at the heart of London. The award winning bar team has developed an exclusive celebratory cocktail, The Blue Note. The elegant serve is made using a hand crafted ice ball, 50mls Johnnie Walker Blue Label, 25ml Lillet Blanc, 15ml Mandarin Napoleon and drops of Grapefruit Bitters.

Head of Diageo Reserve GB, Nick Temperley commented:

“We’re delighted to have partnered with The Whisky Shop, a company as passionate about whisky as the Johnnie Walker team here at Diageo Reserve. The relationship is perfectly placed help us position Johnnie Walker Blue Label as the ultimate luxury gift this Christmas.

“By extending this celebration of Johnnie Walker Blue Label to include a bespoke serve developed by the team at Quaglino’s enables us to reach both the on and off-trade channels during the most important trading period of the year.”

Tags: blue labelJohnnie WalkerJoy Will Take You FurtherScotch Whiskywhisky shop


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.

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