Johnnie Walker has announced the Johnnie Walker Black Label Origin Series – a range of four new regional expressions designed to celebrate the ‘four corners’ of Scotland. The range will launch first to global travel retail in July 2019.
The limited-edition range, unveiled by brand owner Diageo, comprises Islay, Highlands, Lowlands and Speyside Origin expressions, all aged for 12 years, in line with Johnnie Walker Black Label.
The Islay, Highlands and Speyside Origin whiskies are all blended malts, while the Lowlands Origin expression is a blended Scotch whisky, combining malt with grain whisky from Cameronbridge.
All expressions only feature whiskies from their particular regions, while the packaging highlights hero distilleries, including Caol Ila, Glenkinchie, Cardhu and Clynelish. All are bottled at 42% abv, with an RRP of £35/€40 per one-litre bottle.
The range will launch first to global travel retail in July 2019, with the Lowlands and Speyside Origin expressions due to be released to ‘selected markets’, including India, in October. The whole range will be rolled out globally in 2020.
— Diageo News (@Diageo_News) July 1, 2019
Johnnie Walker is offering travellers the opportunity to explore more and better understand the unique flavour profiles of Scotland’s four main whisky producing regions with the introduction of the limited edition Johnnie Walker Black Label Origin Series.
Throughout their near 200 years of history, Johnnie Walker have prided themselves on discovering and celebrating the finest malts from the four corners of Scotland. Johnnie Walker Black Label Origin Series is born out of that sense of exploration, and a thirst to find the best flavours that the four corners of Scotland have to offer.
It is a new collection of four, 12-year-old blended Scotch whiskies that include incredible single malts from some of the world’s most famous distilleries.
Each Scotch in the collection is crafted only using whiskies from a particular region to capture the primary flavour characteristics of that area, giving global travellers the opportunity to discover the wide array of flavours Scotland has to offer.
Three of these limited editions are blended exclusively from some of our finest single malts, and a further edition expertly brings together quality single malt and grain whiskies to best represent the that region’s flavour profile.
The whiskies in the series are:
Travel retail is the only environment where whisky fans can purchase the entire collection until October 2019. To support this exclusive launch Diageo Global Travel will be activating a full 360 global campaign which includes exciting experiential opportunities, standout retailer partnerships and digital media activations, delivering a truly engaging experience for travelers this summer.
Anna MacDonald, Marketing Director, Diageo Global Travel said: “We are delighted bring the four corners of Scotland to the four corners of the world with the launch The Johnnie Walker Black Label Origin Series in global travel. This limited-edition series is the perfect starting point for adventurous spirits that are keen to go on a journey of flavour exploration, and we’re delighted to play a role in helping to demystify Scotch and its many flavour profiles. We look forward to bringing this incredible collection to life with some exciting in-store experiences in global travel retail.”
“Whisky fans and global travellers will be taken on a journey, experiencing the sights, smells and of course, the tastes of the four corners of Scotland with our immersive retail experiences that champion not only the limited-edition series, but also key historic distilleries from each of the four whisky producing regions in Scotland.”
Johnnie Walker whisky specialist George Harper said: “I’ve always been fascinated by the distinct favour profiles that distilleries from each of the four corners of Scotland offer, and what they individually add to our whiskies. The Johnnie Walker Black Label Origin Series gives us the opportunity to take people on a guided tour of the whisky producing regions that give us the signature notes of Johnnie Walker Black Label.”
In order to help consumers navigate this complex category, the series packaging doubles as an accompanying guide to the whisky, and the region it comes from. Every limited edition pack is adorned with a map of Scotland. The region that the whisky within originates from (Speyside, Highlands, Islay, or Lowlands) is highlighted, along with interesting facts and trivia relating to that part of the country.
The Johnnie Walker Black Label Origin Series is available globally from July in selected Travel Retail stores with an RRP of £35 / $46 USD / €40 EUR / $63 AUD / JPY 5000 for a 1L bottle.
Copyright The Duty Free Hunter 2019