Diageo has launched a coastal summer-inspired model of Johnnie Walker Blue Label for world journey retail.
Titled Blue Label Azure, the travel-retail unique is designed to place whisky at ‘the center of summer season celebrations’, Diageo mentioned, as vacation journey season approaches.
Johnnie Walker was the best-selling Scotch in journey retail in 2024, in response to IWSR information, and Diageo highlighted the discharge as each a ‘differentiated expression that can not be discovered at dwelling’ and likewise ‘good for folks travelling to heat, seashore locations’.
In contemplating the mix, Johnnie Walker’s grasp blender Dr Emma Walker appeared to convey brighter, extra coastal notes to Blue Label’s profile.
Drinkers will discover notes of citrus, orchard fruits, light smoke and sweetness within the profile, which will be loved neat and can also be mentioned to shine towards the oily texture of seafood.
Walker mentioned: “Because it develops, the flavours settle right into a easy, balanced end that lingers like sea air on the finish of the day. It’s a whisky designed to be savoured slowly, revealing new notes with each sip.”
Blue Label Azure options an ocean-inspired bottle design from Colombian designer Johanna Ortiz, whereas the bottle itself was created utilizing 100% post-consumer recycled (PCR) glass.
As well as, the bottle is housed in an unique customized bottle bag, which Diageo known as a ‘assertion accent’.
The 43% ABV expression will launch initially in Could at London Heathrow in partnership with Avolta UK. It has SRP of £320 (US$432)
Responsibility free areas at main world journey hubs akin to Changi, Incheon, Hong Kong, Bogota, Good and Paris will then observe.
Numerous activations may even be held to assist the launch, together with at Heathrow the place a Blue Label Azure pop-up tasting bar will likely be situated at Terminal 4 and the British Airways company lounge.
Managing director at Diageo International Journey Retail, Andrew Cowan, added: “This launch marks an thrilling second for world journey and for Scotch whisky. By introducing Johnnie Walker Blue Label Azure solely in journey retail, we’re providing travellers one thing really distinctive, an innovation they will solely uncover on their journey.
“It not solely elevates the Blue Label expertise for brand new, seasonal events, but additionally showcases the flexibility of Scotch in a method that resonates with at the moment’s luxurious traveller looking for distinctive, memorable moments.”
Up to now this 12 months, Walker and her group have created two new Johnnie Walker expressions: Pink Soul and Black Cask.
Diageo CEO Dave Lewis has mentioned the corporate will focus its technique in the direction of the mass market, following the reveal of its monetary outcomes for the primary half of its 2026 fiscal 12 months.
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