FROM WHITE TO BLUE
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Kilmarnock, Ayrshire
Johnnie Walker is a brand of Scotch whisky now owned by Diageo that originated from the Scottish town of Kilmarnock, a large burgh in East Ayrshire, where the brand's creator, John Walker began making and distilling the whisky in his grocery, wine and spirits shop located in the town centre. It is the most widely distributed brand of blended Scotch whisky in the world, sold in almost every country, with annual sales of the equivalent of over 223.7 million 700 ml bottles in 2016 (156.6 million litres).
With the advancement of technology and the ability to monitor operations in real time on a global basis, the brand's owners, Diageo, found that a restructuring programme was required across Scotland with a view to upgrade and expand bottling capacity in anticipation of future growth in demand for its brands, including an evergrowing portfolio of Johnnie Walker blends. Analyses showed that production in the brand's original home in Kilmarnock would need to be moved to Diageo plants in Leven, Fife and Shieldhall, Glasgow. On 1 July 2009, Diageo announced that it intended to cease production at the plant in Kilmarnock. Protests at every level notwithstanding, the Johnnie Walker plant situated in Hill Street in Kilmarnock closed its doors in March 2012. (See Closure in Kilmarnock, Scotland below)
Contents
When John Walker, born on 25 July 1805, lost his farmer father in 1819, the family sold the farm and their trustees invested the proceeds, £417, in an Italian warehouse, grocery, and wine and spirits shop on High Street in Kilmarnock, Ayrshire, Scotland. John managed the grocery, wine and spirits segment as a teenager in 1820. The Excise Act of 1823 relaxed unduly strict laws on distillation of whisky and reduced, by a considerable amount, the extremely heavy taxes on the distillation and sale of whisky. By 1825, young John Walker, a teetotaller, was selling spirits, including rum, brandy, gin and Islay whisky.
Originally known as Walker's Kilmarnock Whisky, the Johnnie Walker brand is a legacy left by John "Johnnie" Walker after he started to sell whisky in his grocer's shop in Kilmarnock. The brand became popular, but after Walker's death, it was his son Alexander ‘Alec’ Walker and grandson Alexander Walker II who were largely responsible for establishing the whisky as a favoured brand. Under British Prime Minister Henry J Temple, Chancellor of the Exchequer William E Gladstone’s Spirits Act of 1860 became crucial to the fortunes of the Scotch whisky industry, which boasted 111 operational distilleries in 1868, as it allowed for the first time the blending of spirits under bond without payment of duty, the storage of blended spirits in vats, and the filling of casks with blended spirit in bond. This Act ushered in the modern era of what is known as blended Scotch whisky. The one caveat was that under Section VI of the new Act, it would be applicable to distillers only, creating a furore amongst Vintners and grocers who were also blending and selling spirituous liquor. They were permitted three years later in an extension to the Cobden–Chevalier Treaty of 1860 on tariffs on trade between France and England. This Anglo-French free trade agreement reduced cross-tariffs between French wine, brandy and Cognac versus gin and whisky and came into effect on 23 January 1860. Surprisingly, the Johnnie Walker brands of whisky did not use the term Scotch till as late as 1939, whereas Matthew Gloag III, of The Famous Grouse fame, did use the term decades earlier, in 1896-97. Andrew Usher, a brewer and small-scale distiller of Edinburgh, Scotland, was the first in the industry to capitalise on blending malt and grain whiskies starting officially in 1860, producing a more accessible whisky that was lighter and sweeter in character, making it much more marketable to a wider audience, followed by the Walkers officially in 1863.
Alexander Walker introduced the brand's signature square bottle in 1860. This meant more bottles fitting the same space and fewer broken bottles. The other identifying characteristic of the Johnnie Walker bottle was- and still is- the label, which, since that year, is applied at an angle of 24 degrees upward from left to right and allows text to be made larger and more visible. There were no advertisements-as presently understood- at the time, other than by word of mouth and pages pasted on billboards at the town centre and it was essential that the whisky's growing following could identify it at a distance. One major factor in his favour was the arrival of the railway in Kilmarnock, carrying goods to ships plying regularly to the four corners of the world. Thanks to Alec's business acumen, sales of Walker's Kilmarnock hit 100,000 gallons (450,000 Litres) per year by 1862.
In
1893, Cardhu distillery was purchased by the Walkers for £20,500 to reinforce
the stocks of one of the Johnnie Walker blends' key malt whiskies. This move
took the Cardhu smooth single malt out of the market and made it the exclusive
preserve of the Walkers. Cardhu's output was to become the heart of the Old
Highland Whisky and, after the rebranding of 1909, the prime single
malt in Johnnie Walker Red and Black Labels.
Johnnie Walker is a brand of Scotch whisky now owned by Diageo that originated from the Scottish town of Kilmarnock, a large burgh in East Ayrshire, where the brand's creator, John Walker began making and distilling the whisky in his grocery, wine and spirits shop located in the town centre. It is the most widely distributed brand of blended Scotch whisky in the world, sold in almost every country, with annual sales of the equivalent of over 223.7 million 700 ml bottles in 2016 (156.6 million litres).
With the advancement of technology and the ability to monitor operations in real time on a global basis, the brand's owners, Diageo, found that a restructuring programme was required across Scotland with a view to upgrade and expand bottling capacity in anticipation of future growth in demand for its brands, including an evergrowing portfolio of Johnnie Walker blends. Analyses showed that production in the brand's original home in Kilmarnock would need to be moved to Diageo plants in Leven, Fife and Shieldhall, Glasgow. On 1 July 2009, Diageo announced that it intended to cease production at the plant in Kilmarnock. Protests at every level notwithstanding, the Johnnie Walker plant situated in Hill Street in Kilmarnock closed its doors in March 2012. (See Closure in Kilmarnock, Scotland below)
Contents
When John Walker, born on 25 July 1805, lost his farmer father in 1819, the family sold the farm and their trustees invested the proceeds, £417, in an Italian warehouse, grocery, and wine and spirits shop on High Street in Kilmarnock, Ayrshire, Scotland. John managed the grocery, wine and spirits segment as a teenager in 1820. The Excise Act of 1823 relaxed unduly strict laws on distillation of whisky and reduced, by a considerable amount, the extremely heavy taxes on the distillation and sale of whisky. By 1825, young John Walker, a teetotaller, was selling spirits, including rum, brandy, gin and Islay whisky.
In short order, he switched to dealing mainly
in whisky. Since blending of grain and malt whiskies was still banned, he was
selling vatted (blended) malt
whiskies and grain whiskies. He sold Campbeltown whisky from the Kintyre
Peninsula; characteristic snorters from the Inner Hebridean Island of Islay, with their pungent,
peaty and smoky flavours; ‘Glenlivat’ (sic) Speyside whisky and patent still,
or ‘grain’ whisky. They were sold as made-to-order whiskies, blended to meet specific customer
requirements because he didn’t have any brand of his own(see Marketing below).
It took him thirty years to realise that he was missing out on a golden
opportunity to concoct his own brew and earn a name in the market. John first
sold his self-created and distilled malt whisky as late as 1850, only seven
years before his death in 1857. Interestingly, none of these brands was called
Scotch whisky; they were listed by region of production.
Originally known as Walker's Kilmarnock Whisky, the Johnnie Walker brand is a legacy left by John "Johnnie" Walker after he started to sell whisky in his grocer's shop in Kilmarnock. The brand became popular, but after Walker's death, it was his son Alexander ‘Alec’ Walker and grandson Alexander Walker II who were largely responsible for establishing the whisky as a favoured brand. Under British Prime Minister Henry J Temple, Chancellor of the Exchequer William E Gladstone’s Spirits Act of 1860 became crucial to the fortunes of the Scotch whisky industry, which boasted 111 operational distilleries in 1868, as it allowed for the first time the blending of spirits under bond without payment of duty, the storage of blended spirits in vats, and the filling of casks with blended spirit in bond. This Act ushered in the modern era of what is known as blended Scotch whisky. The one caveat was that under Section VI of the new Act, it would be applicable to distillers only, creating a furore amongst Vintners and grocers who were also blending and selling spirituous liquor. They were permitted three years later in an extension to the Cobden–Chevalier Treaty of 1860 on tariffs on trade between France and England. This Anglo-French free trade agreement reduced cross-tariffs between French wine, brandy and Cognac versus gin and whisky and came into effect on 23 January 1860. Surprisingly, the Johnnie Walker brands of whisky did not use the term Scotch till as late as 1939, whereas Matthew Gloag III, of The Famous Grouse fame, did use the term decades earlier, in 1896-97. Andrew Usher, a brewer and small-scale distiller of Edinburgh, Scotland, was the first in the industry to capitalise on blending malt and grain whiskies starting officially in 1860, producing a more accessible whisky that was lighter and sweeter in character, making it much more marketable to a wider audience, followed by the Walkers officially in 1863.
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| 24° slant |
Alexander Walker introduced the brand's signature square bottle in 1860. This meant more bottles fitting the same space and fewer broken bottles. The other identifying characteristic of the Johnnie Walker bottle was- and still is- the label, which, since that year, is applied at an angle of 24 degrees upward from left to right and allows text to be made larger and more visible. There were no advertisements-as presently understood- at the time, other than by word of mouth and pages pasted on billboards at the town centre and it was essential that the whisky's growing following could identify it at a distance. One major factor in his favour was the arrival of the railway in Kilmarnock, carrying goods to ships plying regularly to the four corners of the world. Thanks to Alec's business acumen, sales of Walker's Kilmarnock hit 100,000 gallons (450,000 Litres) per year by 1862.
In
1865, Alec created Johnnie Walker's first commercial blend and called it Old
Highland Whisky, before registering it as such in 1867. He then made the
astute move of engaging ships' captains as his agents to carry his whisky
wherever ships could sail. Before long, his unique blend was available around
the globe.
Under John Walker, whisky sales represented eight per cent of the firm's income; by
the time Alexander was ready to pass on the company to his own sons, that figure had increased to between 90 and 95 per cent.And all because of one critical purchase, viz. Cardhu in 1893.
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| CARDHU DISTILLERY IN 1893 |
From
1906 to 1909, John's grandsons George and Alexander II expanded the line and
had three blended whiskies in the market, The Old Highland 5 Year Old (YO) ;
the Special Old Highland 9YO and the Extra Special Old Highland 12 YO. These
three brands had the standard Johnnie Walker labels, the only difference being their
colour, White, Red and Black respectively. They were already being referred to
in public by the colour of their labels.
JW Old Highland, Special Old Highland and Extra Special Old Highland before renaming
In 1908, when James Stevenson was
the Managing Director, the slogan "Born 1820—Still going Strong!" was
created. That done, Walkers and he next wanted to convey the brand’s unique
point of view visually. They held a competition for suitable artwork in
anticipation of the renaming of their brands, but nothing quite fit the
bill. A young cartoonist named Tom Browne eventually came up with the
Striding Man logo, a figure used in their advertisements to this day in honour
of the founder, and given the same name.
Soon thereafter, the re-branding was finalised and kept simple, in that the public-identified names were retained. In 1909, The Old Highland 5 YO was renamed the Johnnie Walker White Label, now a 6 YO; the Special Old Highland 9YO became the Johnnie Walker Red Label 10 YO and the Extra Special Old Highland was renamed Johnnie Walker Black Label 12 YO.
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| The 1st Striding Man R>L |
Soon thereafter, the re-branding was finalised and kept simple, in that the public-identified names were retained. In 1909, The Old Highland 5 YO was renamed the Johnnie Walker White Label, now a 6 YO; the Special Old Highland 9YO became the Johnnie Walker Red Label 10 YO and the Extra Special Old Highland was renamed Johnnie Walker Black Label 12 YO.
As
per current Scottish law, if an age is stated on a bottle, it must be that of
the youngest Scotch Whisky in the product, so mandated in the Scotch Whisky
Regulations 2009 (SWR 2009). However, prior to this mandate, neither the Scotch Whisky Act 1988 (SWA 1988) nor the Scotch Whisky Order 1990 (SWO 1990) had
enacted any laws governing age statements, besides leaving numerous other
ambiguities that allowed misuse of the said SWA 1988 and SWO 1990, e.g.,
definitions of Single Malt, Pure Malt and Blended Grain; how Scotch Whiskies
must be labelled, packaged and advertised; where Single Malt Scotch Whisky
could be bottled, etc. The only mandate was in the Immature Spirits Act of 1915, which stated that any alcohol meant to be sold as Whisky had to be stored in a Bonded Warehouse for at least two years, amended to three years later that very year.
The Striding Man: Browne reportedly sketched his 'Striding
Man' on the back of a menu card; Alexander and George adopted the concept of the
‘Striding Man’ immediately. The Striding Man was critical because it
differentiated Walker from other scotch purveyors, which tended to play on
Scotland’s traditions of bearded men in kilts playing bagpipes, an image that
lacked universality. Here was a gentleman on the move. With one stroke,
John Walker the Victorian grocer became Johnnie Walker, the Edwardian
dandy.
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| The 1999 Striding Man L>R |
Four of Browne's ads were used between 1908 – 1910, a session cut
short by Browne's death. Sir Bernard Partridge and Leonard Ravel Hill drew
their versions between 1910–14, when Leo Cheney, of the Manchester Evening
News, gradually modified the original rather rakish figure into a 'rounder and
more sociable character', and these sketches appeared in patriotic
advertisements in the Illustrated London News during WWI. In the 1920s, colour was used for the first time for a more
contemporary look.
Closure in Kilmarnock, Scotland
Double Black Label Limited Edition – Featuring 12 black and white photographs selected from across the world that represent a vast range of emotion and humanity pasted on the bottle / printed on its cover. Contents remain unchanged.
Quest – A rare bottling of Johnnie Walker,
Quest was originally billed as being above the Blue Label in the range but
didn't last particularly long before being discontinued. A 75 cl, 40% ABV
bottle described as cask conditioned, it is reportedly the closest to a single
cask bottling from Johnnie Walker, despite its low strength. Currently
available at ~£500.
Thereafter the logo was regularly touched up and kept
contemporary over the years. The logo was first printed on a secondary label on
the bottle only in the 1950s and the term Scotch featured prominently on the label. In 1996, John Geary initiated the change in
direction of travel of the Striding Man logo to echo the brand's commitment to
innovation by flipping it to face right, first seen on the brand in 1999 as
part of their global Striding Man 'Keep Walking' advertisement campaign to
signal a new direction to progress and readiness to enter the new century. This
concept, as well as that of brand loyalty and commitment to excellence saw the
creation of the Striding Man Society, a CRM programme, in 2003. A major
change was to come up in their rejigged marketing campaign of 2015, detailed
under 'Marketing' later.
There
are many differences in the presentation of the Johnnie Walker colour-based
brand names of the bottles of the 1910s and of today. In the 1910s, the
rectangular label at 24 degrees was smaller and worded in a markedly different
fashion, including the name. Age statements weren't always visible. The colour
was NOT mentioned on the main label, but on the smaller label on the front face
just below the neck, as seen on the images at certain auction sites: The quality of the glass bottles, their tops,
the labels on each bottle and the printing thereon are obviously far superior
today. The difference in sizes of the three labels on the bottle-front are
clearly visible as are the words printed thereon. The Striding Man can be seen embossed
on the bottles marketed today, a departure from the norm set in the late 1950s
of placing him on a label.
Sensing
a promising opportunity for their brands in terms of expansion of scale and
variety, The Walker company became a shareholder in Coleburn Distillery in
1915, quickly followed by Clynelish Distillery Co. and Dailuaine- Talisker Co.
in 1916. Such a strategic expansion was made solely to ensure that the
output from the Cardhu, Coleburn, Clynelish, Talisker and Dailuaine
distilleries would play a major role in the definition of the extant Johnnie
Walker Blends and those slated to follow. In 1923, John Walker & Sons
bought Mortlach distillery, in furtherance of their strategy. Most of their
output was used in Johnnie Walker blends, whose burgeoning popularity required
increasingly vast volumes of single malts.
Johnnie
Walker White was dropped during World War I, to re-emerge as a distinctively different Snow White Johnnie Walker Black Label family, one century later, requiring the bottle to be placed in a freezer 20 minutes before serving. In 1932, Alexander II added
Johnnie Walker Swing to the line, the name originating from the unusual shape
of the bottle, which allowed it to rock back and forth.
The
company joined Distillers Company in 1925. Apart from their blends, Johnnie
Walker also produced limited edition blended malts in 1980 and 1982, both from
the Mortlach distillery (see Special/Limited bottlings below).
Distillers
was acquired by Guinness in 1986, and Guinness merged with Grand Metropolitan
to form Diageo in 1997. That very year, the Walkers introduced their vatted
(blended) malt, Johnnie Walker Pure Malt 15 Year Old whisky and, in 2004,
renamed their original blended malt bottling as the Johnnie Walker Green Label.
This popular whisky is a blend of malts from Cragganmore, Linkwood, Talisker,
and Caol Ila distilleries. The 43% ABV brand was discontinued in 2012, but
reintroduced in 2016.
Closure in Kilmarnock, Scotland
When
the brand's owners, Diageo, announced its decision in 2009 to close all
operations in the town of Kilmarnock, despite it being the birthplace of both
John Walker, the creator of Johnnie Walker, and the Johnnie Walker brand and
whisky itself, it met with backlash from local people, local politics and then
First Minister of Scotland, Alex Salmond. News of the planned closure attracted
widespread media attention and condemnation. Despite petitions, public
campaigns and a large-scale march around Kilmarnock and pressure placed upon
the Scottish Government to persuade Diageo to change their minds, Diageo
continued to forge ahead with the closure.
When a prominent MNC is reviewing
its costs in an economic downturn to produce savings of £120m, heritage and
sentiment, even if an important part of the brand identity of the world’s most
popular whisky, must take second place to dispassionate economics. As
matters stood, 80 percent of Johnnie Walker was already being bottled at
Diageo's other Scottish bottling facilities. On 9 September 2009, Diageo
stated that they intended to press ahead with the move away from Kilmarnock and
that the matter was "closed". The
Johnnie Walker plant, the largest employer in the town of Kilmarnock, downed
shutters in March 2012.
Blends
For
most of its history Johnnie Walker only offered a few blends. Since the turn of
the century, there has been a spate of special and limited bottlings.
Note: As far as possible, the term
°Proof has been removed as the USA differs with the rest of the world as to its
interpretation. 40% ABV would mean 70°Proof globally (ABV x 1.75), but 80°Proof
(ABV x 2) in the USA. USA has now deemed the degree symbol redundant, but traditionalists may still use it, as long as it is placed adjacent to the ABV numerical value.
STANDARD BLENDS
Red
Label
Red Label is a 40% ABV blend of at least 35
grain and malt whiskies, including Cardhu (replaced by Roseisle in 2013), Aberfeldy, Cragganmore, Linkwood and
Glen Elgin among others. It has been the largest selling Scotch Whisky in
the world since 1945. As seen in the 1960s photo of the Red
Label bottle, the blend does not carry an age statement. Did this
reflect a steep drop from the self-standing 10 YO of yore? Going by SWR 2009,
it certainly does so today. Its primary use now is for making mixed
drinks. Roseisle has replaced Cardhu. The lead it once enjoyed has narrowed considerably, with Ballantine's and Grant's
hot on it's heels. Duty Free versions are marketed in 1.0-1.125 litre-bottles at
40% ABV No Age Statement(NAS).
Black
Label
Black Label is a 40% ABV blend of about 40
whiskies, reportedly 35 single-malt and five single-grain whiskies, each aged
at least 12 years, it is one of the world's best-selling Deluxe Scotch
Whiskies. Cardhu is the dominant single malt in this blend. Coleburn, Clynelish, Dailuaine and Mortlach are
important constituents of its body, while Caol Ila, Talisker and
Lagavulin provide the hint of peat and background smoke. Today, Caol Ila and Coleburn do not feature in the mix. At least 30-33
other single malts from Diageo's 28 malt distilleries add to its flavour
profile, with single grain whiskies from Diageo's Cameronbridge, Port Dundas
(closed in 2011, though the few remaining young and aged grain whiskies in
barrels are still in use) and North British grain distilleries melding the
diverse single malts. North British is operated by Lothian Distillers, a joint
partnership between Edrington and Diageo. Duty Free versions were
marketed in 1.0-1.125 L bottles 40% ABV. The 1.125L bottle has been consigned to posterity. It must be understood that ONE distillery
could easily supply 5-10 or more single malts!
Double
Black Label
Double
Black Label was made available for general release in 2011 after a successful
launch in travel
retail. The 40% ABV No Age Statement (NAS) whisky was created taking Black
Label as a blueprint, adding peaty West Coast malts (specifically the Talisker
10 YO) and Islay malts to it and maturing it in heavily charred old oak
casks.
Green
Label
First
introduced in 1997 as Johnnie Walker Pure Malt 15 YO, this 43% ABV whisky
was renamed Johnnie Walker Green Label in 2004. The Green Label is a Blended
Malt, meaning it is made by mixing single-malts with no grain whisky added.
Green Label uses predominantly four malts "drawn from the four corners of
Scotland." These malts (Talisker, Linkwood, Cragganmore, and Caol Ila)
were selected by the blender for balance, and consistency of flavour achieved
by adding small volumes of other single malts. All malt whiskies used are a
minimum of 15 years old. Diageo discontinued Green Label globally
in 2012 (except for Taiwan, where demand for blended malts is very strong), as
part of a reconstruction of the range that saw the introduction of Gold Label
Reserve and Platinum Label. The brand was reintroduced in 2016 and is now globally
available.
Island
Green Label
Island Green Label is a 1 L 43% ABV 2016
travel edition blended malt released first for the Southeast Asia market. Now
available globally, the NAS maritime blended malt includes whisky from
Clynelish, Glenkinchie and Cardhu and a greater proportion of malt from Caol
Ila distillery on Islay.
Gold
Label
Gold
Label is a 40% ABV 70 cl blend of over 15 single malts, particularly Clynelish,
it was derived from Alexander Walker II's blending notes for a whisky to
commemorate Johnnie Walker's centenary. His original efforts could not fructify
due to a shortage of these malts following World War I. Gold Label was bottled
at 18 years and labelled "The Centenary blend". It is no longer
available. Surprisingly, a very rare edition of Johnnie Walker Gold Label
was bottled in the 1990s for the Far East at the unusual age of 15 years, in a
75 cl bottle and at 43% ABV. It is also not available. In 2013, Gold Label
was replaced by a No Age Statement (NAS) blend, labelled "Gold Label
Reserve".
Platinum
Label
Platinum Label is a 40% ABV blend—aged 18
years to replace the original Gold Label in the Asian market, and sold
alongside Gold Label Reserve. Though still available around the globe, the
Platinum Label was discontinued in mid-2017 and is being replaced by the
Johnnie Walker Aged 18 Years blended Scotch whisky. The two are identical
except for the packaging and wording on the label. The same 18 malt and grain
whiskies have been used, including Cardhu, Glen Elgin, Auchroisk, Blair Athol
and other aged island malts, all mated in 18-year-old Lowland grain whisky.
Blue
Label
Blue
Label is Johnnie Walker's premium 40% ABV blend with no age statement.
Johnnie Walker Blue Label is blended to recreate the character and taste of
some of the earliest whisky blends created in the 19th century. Bottles are
numbered serially and sold in a silk-lined box accompanied by a certificate of
authenticity. It is one of the most expensive blended Scotch Whiskies on the
market, with prices in the range of US $174–$450.Over 25 Limited Editions
have been released till date.
Johnnie
Walker Swing
Johnnie
Walker Swing is a 40% ABV supplied in a distinctive bottle whose irregular
bottom allows it to rock back and forth. This type of bottle design was
originally used aboard sailing ships. It was Alexander II's last blend: it
features a high proportion of Speyside malts, complemented by malts from the
northern Highlands and Islay.
Red
& Cola
Red
& Cola is a premix of Red Label and cola, sold in cans and bottles similar
to beer.
SPECIAL AND LIMITED BOTTLINGS
1920–2000
Original
Swing – First created by Sir Alexander Walker, grandson of John Walker, in
1932. Up to thirty-five individual whiskies are used in the blend This
bottling was discontinued in 1967.(US$1,500)
Celebrity
– limited edition of 1462 bottles, bottled in 1972 in a Swing-style bottle.
Usually available only in auction houses, it is also available online at £850-
£899.
Rare
Mortlach Black Jug – 700ml Boxed $4,950.00. An extremely difficult to find
originally boxed expression by Johnnie Walker & Sons unblended pure malt
from its Mortlach Distillery. Released only to Japan in the early 1980s most of
which is thought to have been consumed. Believed to be an under 2000 limited
bottling.
Rare
Mortlach Red Jug – 700ml Unboxed $1,200.00. Another pure malt expression from
Johnnie Walker released exclusively for the 1982 Takashimaya British fair in
Japan. Limited to 3000 bottles only, it sold out during the fair itself.
150
Years Anniversary – This set was produced in 1985 to celebrate the 150th
anniversary of the brand (1820-1970), and comes in a wooden presentation case
fitted for the 75cl 43% ABV unusual dumpy bottle, an accompanying white metal
mounted Royal Brierley crystal decanter with a metal stopper, certificate and a
set of keys within the original carton. It is currently priced at £1,750
2001–2010
The
John Walker: Released towards the end of 2010 (70cl / 40% ABV), The John Walker
is an ultra-premium expression of Johnnie Walker Blue Label. Also known as the
Founder’s Blend, it uses whiskies from distilleries from John Walker's
lifetime, but are now silent, like Cambus and Glen Albyn. Just nine
distilleries in total contribute their whiskies, which are blended using
traditional methods and in extremely limited quantities, before being married
together in a 100-year-old cask. Only 330 bottles were made. (£2,050)
Millennium
Edition – A particularly rare limited edition bottling of Johnnie Walker Black
Label, bottled at the turn of the millennium. Only available now at auction
houses, priced around £75.00.
Blue
Label King George V Edition (2007) – To recreate the Johnnie Walker blending
style from King George V era. King George V was the British monarch that first
granted Johnnie Walker its Royal Warrant in 1934. Oak casks dating back to the
last century were used to age the whisky, sourced from distilleries operating
during the reign of King George V. Special packaging in crystal decanter accompanied
by an individually numbered certificate of authenticity. (US$600)
Blue
Label Anniversary 60.5% – This special limited edition was created to
commemorate the 200th anniversary of John Walker’s birthday, i.e., 25 July
1805, and made available at £2500. The whisky in this special edition is a cask
strength blend of Blue Label, the highest ABV release so far at 60.5%. This
exclusive Blue Label comes in a 70cl crystal decanter especially created for
Johnnie Walker by Baccarat. The US variant (75cl) was at 59.9% ABV and priced at $3499.98/-
Black
Label: Collectors Edition – a collectors' edition of 12-year-old Black Label
70cl 40% ABV was released in limited amounts (≈US$43) in attractive carafes,
first available circa 2010. A few carafes have recently been sold at
auction sites for prices between £30.00 and £45.00 (+ shipping). They
are also available at liquor shops specialising in selling hard to locate old
or limited edition brands at prices ranging from £107.00 to £180 (+
shipping).
2011-2016
Diamond
Jubilee (2012) – In honour of Queen Elizabeth II, 60 bottles of whisky
distilled in 1952 were made available for sale in Singapore at S$250,000
(£120,000).
XR
21 – a 40% ABV 70cl Extra Rare (XR) blend aged 21 years. First released in
Jan 2014, the bottle costs £131.34. It is also available as a 1 litre
bottle at £134.95 and 75cl bottles are freely available in the duty-free
outlets in the Philippines at US$95.
John
Walker & Sons Odyssey, First Bottling – An expensive Blended Malt with the first bottling of the barrel producing only 250 bottles at 40% ABV
70/80 proof (≈US$3,000) in 2013. This rare triple malt was created in
celebration of the epic journeys their whiskies undertook in the early years of
the 20th century, as they travelled over the oceans to every corner of the
world. It comes in a modern crystal grade glass decanter, presented in a
gyro-stabilised box that enables it to swing freely back and forth yet always
remain upright, a scienrific follow up to the Johnnie Walker ‘Swing’. Available
for International Travel Retail (Duty Free) outlets only, till fully sold out.
John
Walker & Sons Odyssey – An expensive General Release Blended Malt ≈GBP
520-580/≈US$700–800.
John
Walker & Sons King George V - Royal Warrant 80th Anniversary – A
limited-edition presentation of John Walker & Son's King George V blended
Scotch whisky, released in 2014 in celebration of the 80th anniversary of their
Royal Warrant awarded to them by King George V in 1934. The blend itself was
crafted exclusively using whiskies from distilleries in existence at the time
of King George V. Priced at ~£385 or $500 when available.
Blue
Label Ryder Cup Limited Edition – In celebration of the Ryder Cup returning to
Scotland after 41 years (the September 2014 event was held on the PGA Centenary
Course at the Gleneagles Hotel), Johnnie Walker released a limited edition
bottling of their Blue Label blended Scotch whisky. Each bottle of this Johnnie
Walker Blue Label Ryder Cup Limited Edition was individually numbered and the
distinctive design of the bottle depicts a classic view of the Gleneagles Hotel
and a golfer. The 70cl 40% ABV bottle is priced at £190 ex VAT.
Blue
Label - Porsche Cube – The Cube was made by a collaboration of Johnnie Walker
and the Porsche Design Studio. The Cube is a classic box for the 70 cl, 40%
Blue Label bottle, splitting in half to form an ice bucket, whilst holding four
branded tumbler glasses, a pair of ice tongs and the bottle.
Blue
Label Alfred Dunhill Limited Edition – The 2015 Limited Edition Giftpack
designed by Alfred Dunhill features a limited edition designed bottle 70/75cl
with both its interior and exterior evoking the contours of a map, combining
the two brands’ shared journey. A 1L Travel Retail Exclusive Giftpack bottle
was available at selected travel retail stores, priced at £6,000.
Select
Casks, Rye Cask Finish (2015) – a first in a series of limited edition
wood-finished blends that will be released over the coming years. It is aged 10
years and is priced at US$45 for a 750ml bottle, at 46% ABV. Its primary market
will be the USA. No bottles have been released since then.
2017-
Blue
Label Winter Edition – Arriving just in time for Christmas, only 600 bottles of
Johnnie Walker Blue Label Winter Edition are available to purchase in the UK.
The 70cl 40% ABV blend is presented in a two-tone blue bottle with golden
snowflake accents.
Blue
Label with Engraving and Free Hip Flask – You can make your Johnnie Walker Blue
Label experience that little bit more special with a personalised bottle
engraved with a name and short message. You may create two lines of engraving
with each line containing up to 14 characters each. (Front Engraving) The 70cl
40% ABV bottle is priced at ~£132.50 ex VAT.
Black
Label The Director’s Cut – The September 2017 release of 39,000 70 cl bottles
of Johnnie Walker Black Label The Director’s Cut at 49% ABV (86/98 proof) along
with the sci-fi futuristic thriller Blade Runner 2049 (October 2017) shows
Diageo partnering with film director Denis Villeneuve for a limited-edition
Johnnie Walker bottling. The whisky is housed in a futuristic bottle, a reprise
inspired by the Johnnie Walker Black Label bottle that appeared fleetingly in
the original Blade Runner film in 1982. Priced between £68 (US$90) and
£122 ($160), this release is a singular deviation from the norm in terms
of bottle shape, number of whiskies used-30 instead of the usual 40- and ABV.
Double Black Label Limited Edition – Featuring 12 black and white photographs selected from across the world that represent a vast range of emotion and humanity pasted on the bottle / printed on its cover. Contents remain unchanged.
Black
Label Limited Edition – Exactly the same as with JW Double Black, featuring 12
black and white photographs selected from across the world that represent a
vast range of emotion and humanity to be pasted on the bottle and printed on
its cover. Contents remain unchanged.
Johnnie
Walker Black Label – Yankees 2017 Limited Edition Design-The New York Yankees
have been paired with JW Black Label in a 750ml bottle at 40% ABV. This product
is only available in New York for $46.
Johnnie
Walker Gold Label Reserve Bullion Bottle – A limited edition gold-wrapped
bottle of Johnnie Walker's Gold Label Reserve. Available in 70 cl, 40% ABV
bottles, the contents remain unchanged.
Created by whisky
specialist George Harper, alongside the small team of expert blenders at
Johnnie Walker, this innovative whisky is best served directly from the
freezer, echoing the chilling presence of the White Walkers. The Scotch
features Single Malts from Cardhu and Clynelish – one of Scotland’s most
Northern distilleries. Blender George Harper used the Frozen North as his starting
point for creating White Walker by Johnnie Walker, since whiskies from
Clynelish have endured long, Scottish Winters, not dissimilar to the long
periods endured by the Night’s Watch who have ventured north of the wall - so
it was the perfect place to start when creating this unique whisky.
The Walking Woman Jane
Walker 01 Mar 2018
Bottles of some Johnnie
Walker Scotch whisky looked a little different from March 1, 2018, with the
brand’s famous striding man was replaced in the US by a woman, Jane Walker. The
Johnnie Walker Black Label Jane Walker Edition bottles are available there,
with Diageo donating $1 from each sold to organisations championing
women’s causes. Jane Walker is a toast the many achievements of women and
everyone on the journey towards progress in gender equality.
But there is a lot of
population dynamics at play here in India. Per capita consumption wise India
stood only ninth. And among these drinkers, one can imagine how many women
drink whisky in India. Women who drink (you can blame society, Bollywood and
even regional cinema, for that sake) have long since been portrayed as less
than respectable and are found to be still wary of entering most watering
holes, at least in small town and cities of in socially conservative India. But
it looks like they are becoming big business, at least in bigger cities, and
are clearly on the radar of the brand represented by a jolly man (sorry, now
also a woman) walking with a top hat and cane on the label of scotch whisky!
The White Walker: 2018
Limited Edition – Johnnie Walker has blended
a limited-edition Scotch whisky, inspired by the most enigmatic and feared
characters on the hit HBO® show Game of Thrones - the White Walkers. This quirky
limited edition blend brings you right to the Frozen North with an icy white
and blue design along with the iconic Johnnie Walker Striding Man now fashioned
in armour to fit in among the ranks of the Night King’s forces. Utilising
temperature-sensitive ink technology, fans will be reminded that “Winter is
Here” from an unexpected graphic icy reveal on the bottle when at the right
temperature for serving.
Blue Label Ghost &
Rare: PORT ELLEN – What is a “ghost whisky”? For the unversed, the term ghost whisky refers to irreplaceable whiskies from “ghost” distilleries that have long since closed, making them a much sought-after whisky in the world of Scotch. Johnnie Walker Blue Label
Ghost and Rare Port Ellen is the second in a series of special releases crafted
using irreplaceable “ghost” whiskies and other incredibly rare whiskies from
the Johnnie Walker Blue Label reserves. At the heart of this limited edition
lies the highly sought-after Islay single malt, Port Ellen - a legendary ‘ghost’
distillery that shut its doors in 1983. Alongside the revered Islay whisky in
the blend are whiskies from two closed grain distilleries (Carsebridge and
Caledonian), as well as incredibly rare malts from Mortlach, Oban, Blair Athol,
Cragganmore and Dailuaine.
Blue Label Ghost &
Rare GLENURY ROYAL: 08 JULY 2019
Founded in 1825 by Captain
Robert Barclay, who as an MP, walked one thousand miles in one thousand hours. The
distillery was destroyed in a fire, only to rise once again and flourish under
Barclay’s leadership to become one of only three Scottish distilleries to have
a Royal title.
Johnnie Walker Master
Blender, Dr. Jim Beveridge, exploring the unique flavours found in these
exceptionally rare whiskies has shone a light on this hidden treasure of the
whisky world. This indulgent new limited edition provides us with a wonderful
opportunity to explore the remarkable layers of rich fruit found in every drop
of Johnnie Walker Blue Label. It has been crafted by blending the highly
sought-after “ghost” whiskies from Cambus and Pittyvaich with five incredibly
rare malts from Glen Elgin, Inchgower, Glenlossie, Cameronbridge and
Glenkinchie. It is bottled at an ABV of 43.8%.
JW Limited Edition Gift
Packs – For the festive season of
2019, Johnnie Walker has created a series of limited-edition packs for each of their
iconic, award-winning blends. The Red Label is available in a tin carton, or
with a pair of special glasses. The same holds good for their Black Label. The
Green, Gold Label Reserve, 18 YO and Blue Label come with a pair of special
glasses, each with a trace of their colour.
One-off
Releases
Premier – A rare and exclusive blend constructed from the most precious of Johnnie Walker's vast stocks of long-aged
malts, some of which are from now-silent distilleries and irreplaceable.
Bottles are freely available in the duty-free outlets in the Philippines at
US$112.00.
Premier Taipan Limited Edition Design – a
special 'Taipan' Edition of Johnnie Walker's Premier, in a red and gold
decorative box. Available online only in the Philippines.
1820 Decanter – 70 cl, 40% ABV. A unique
engraved glass decanter, containing a very rare blend known as the
"Johnnie Walker 1820 Blend", was presented to long serving employees
of Diageo to mark the 50th year of manufacturing at Hill Street, Kilmarnock.
Its present cost is ~£800.
1820 Whisky Decanter – 70 cl, 40% ABV.
Johnnie Walker 1820 is a special blend of forty aged whiskies, each chosen for
their singular characteristics as expected of that blend. A one off limited
edition for the Japanese market, it was intended to be a premium blend
offering. The contents are rumoured to be around 21 YO and it is available
online for $353.50 + shipping.
50 Years Diageo Thank You Hill Street – A
special and final bottle of Johnnie Walker to say Thank You to all the staff at
the Hill Street Plant in Kilmarnock when it closed in 2012. Only 900 bottles of
this 75 cl, 43% ABV whisky were produced. It is currently available for
~£900. Its design was based on the bottle that was given to staff when
Hill Street first opened in September 1956.
Liqueur Whisky – A hard-to-find bottle of
Johnnie Walker's whisky liqueur – produced for the US market, long
discontinued, very rare and highly collectible. Probably the first and only
time that the masters of blended whisky exported their take as a liqueur. A 75
cl 40% ABV bottle, it is available online at ~£500.00.
21 year old – This very rare expression of
Johnnie Walker was produced solely for the Japanese market. It has since been
discontinued. The numbered bottle is presented in a rare red and gold box which
includes a certificate of authenticity. A few bottles turn up at auction sites
and sell for approximately £210.
Honour – one of the most rare and most
expensive blends of Johnnie Walker Scotch whisky, it is currently available at
£1,200.
Excelsior – a rare double matured Scotch
whisky, distilled in 1947, bottled in 1997. Available for £795.00 for a 75 cl
43% ABV decanter.
Old Harmony – Johnnie Walker Old Harmony is
a 1980s exclusive for the Japanese market. The 75 cl 43% ABV bottle is priced
between £450 and £475.
15 Year Old Kilmarnock 400 Whisky – an
extremely rare[citation needed] Gold Label blend, a 75 cl, 43% ABV expression, bottled
in 1992 to mark the 400th anniversary of the granting of burgh status to
Kilmarnock. Quite aptly, 1992 bottles were released to celebrate the occasion
[GBP 700 (US$900)].
John Walker's Oldest Aged 15 to 60 Years –
This extremely limited edition of 1992 was the very first appearance of what
was to become Johnnie Walker Blue Label, the world's No.1 premium blended
whisky. Available for £850/-
Johnnie Walker Oldest NAS – The sequel to
John Walker's Oldest when that edition sold out, this equally limited bottling
looked identical to its predecessor except for the name and age statement. This
edition also sold out in 1992, making way for the Johnnie Walker Blue Label
NAS.
Blue Label 1805 The 200th Anniversary
Celebration Blend – On 25 July 2005, the makers of Johnnie Walker Blue Label
celebrated the 200th birth anniversary of its founder with the release of just
200 bottles of a special edition blend in a square Baccarat crystal decanter.
This cask strength 46.3% ABV blend was created from whiskies ranging from 45 to
70 YO from distilleries which no longer exist. The recipe for this blend has
been destroyed, making it impossible to replicate. None of these bottles
were made available for retail sale and were presented to individuals deemed to
have made the most significant contribution to modern life. Bottles are
available at £20,000.
Blue Label Voyager Commemorative Release –
A 2013 limited edition designed to commemorate the epic journey of traditional
19th-century whiskies, the first of which were exported to Australia in the
1860s. Each bottle is numbered. 750 ml, 48% ABV/$380.
Johnnie Walker Black Label Shadow Series by
Mattia Biagi- A limited edition of the Black Label blend, with packaging
designed in collaboration with the well known Los Angeles-based Italian artist
Mattia Biagi, packaged in White Bottles 1.0L 40% ABV. Priced at $99.00.
Johnnie Walker Blue Label with 4 Markham
Marquis by Waterford Double Old Fashioned Glasses – A 750 ml 40% ABV bottle of
JW Blue Label has been offered by Johnnie Walker along with four Waterford
Crystal tumblers. The offer is valid only in the US. Waterford launched the
Marquis brand in 1991. The Markham Collection combines traditional-style
cutting and quality with Marquis value. Price: $229. Engraving possible on
order for a further $15.
SERIAL
RELEASES: THE DIVERSE SERIES
Blue Label The Cask Series – A dedicated
Travel Retail limited edition release in July 2012, the "Blue Label
'The Casks Edition'", is blended from a small selection of hand picked
casks. It is offered in a 1L bottle at a 'natural strength' of 55.8% ABV.
Priced at £232 (US$305), it sold out quickly. Of these, only the Korean
Wealth & Honour Cask series is available, but at $1,200 each, known as “Bu
Gwi Yeong Hwa.” Each of the 500 bottles comes in a porcelain decanter
exclusively produced for the South Korean market. The design is embellished
with mother of pearl inserts.
New Explorers' Club Collection – A
collection which contains a number of 'series', the first of which is the
'Trade Routes' series, which contains "The Spice Road" (≈US$43)
released in Dec 2012; "The Gold Route" (≈US$95) released in Mar/Apr
2013; "The Royal Route" (≈US$159) released in May/Jun 2013 and
"The Adventurer" (≈US$30) released in May 2014. The Trade Routes
series is available exclusively in Duty Free. The Explorer's Club of
New York took umbrage at this titling and filed suit against Diageo for misuse
of its trademark. After a New York judge ruled in favour of the club, a
settlement was reached in November 2014 with Diageo signing a licensing
agreement with the club (without disclosing the financial terms of the
settlement). There were no further bottlings.
Director’s Blend Series 2008–’13 – Never
available at retail, this collection was only given to very important Diageo
types. This rare series consists of annual releases of around 500 70cl bottles
between 2008 and 2013, each with their unique presentation, design and
character.
Director’s Blend 2008 – This grain
whisky celebrates sweetness as the biggest component of any Blended Scotch. One
of 450 bottles, ABV 46%.
Director’s Blend 2009 – A celebration
of smokiness. This release contains Islay single malt whisky, including
Lagavulin. One of 504 bottles, ABV 43%.
Director’s Blend 2010 – The rich smell
of autumn fruit with generous helpings of European oak influence. Old whisky,
using a generous number of 2nd fill sherry casks. These bottle feature one of 6
different screen-printed labels by artist Lewis Moberly. One of 450 bottles at
a staggering ABV of 65%.
Director’s Blend 2011 – The effect of
wood on whisky. A blend of Scotch whiskies, both grain and malt, matured solely
in virgin oak, American and European. Luxurious minimalism and delicate
detailing. Intensity and power of that big tannic, sugary structure served with
elegance and grace. One of 504 bottles, 46% ABV.
Director’s Blend 2012 – Celebrating the
aroma of fresh fruits. Pronounced, open Speyside character with all its
swagger. Instead of using the label to describe the contents of the bottle,
LOVE design agency chose to use it to celebrate the recipient of the blend,
drawing inspiration from Johnnie Walker’s ‘Keep Walking’ philosophy. One of 504
bottles at an ABV of 43%.
Director’s Blend 2013 – Celebrating
Malt and the deep resonance that aged Malts bring to the blend. This one is
about age. The packaging is designed by Claessens. One of 588 bottles, 46% ABV.
Blenders' Batch 2016 – The Johnnie Walker
Blenders' Batch of whiskies form a special series that highlights experimental
Scotch whiskies that are non-conformal, yet brings an unusual take from the
distillery’s pursuit of flavour and blend, keeping Johnnie Walker’s expert
blenders busy for nigh on two centuries. The Blenders’ Batch whiskies have been
designed 'from the bar back' to ensure bartenders have the right blend at hand
to serve discriminating customers. With six editions released over
2016–17, Diageo has revealed that there will be more such releases every year,
under Master Blender Jim Beveridge's overall guidance.
Blenders’ Batch Red Rye Finish 2016.
70cl, 40% ABV, €20.00. Malt and grain whiskies aged in first-fill bourbon casks
and finished in rye casks. It was created using a blend of just four whiskies,
including Cardhu single malt and grain whisky from Port Dundas. Released
September 2016.
Blenders’ Batch Bourbon Cask & Rye
Finish – 100cl, 40% ABV, €44.90. Drawn from over 200 whisky samples, aged in
first-fill bourbon casks and finished for up to six months in former rye casks.
Features whiskies from just five distilleries including Dufftown and the now
closed Port Dundas. Available in select markets including travel-retail.
Released February 2017
Blenders' Batch Triple Grain American
Oak Scotch Whisky – 75cl, 41.3% ABV $29.97. A blend of three grain
whiskies—wheat, barley, and corn—from storied distilleries including the now
closed Port Dundas and 2 iconic malts from Cardhu and Mortlach. Aged for 10
years in American Oak Casks. Released Feb 2017.
Blenders' Batch Wine Cask Blend Scotch
Whisky 2017 – 75cl, 40% ABV, $29.99. A new lighter style of whisky from the
Blenders' Batch series, hand-crafted by Johnnie Walker blender Aimee Gibson.
Combines whisky filled into wine casks by Johnnie Walker’s master blender Jim
Beveridge more than 10 years ago. The blend contains whiskies from distilleries
such as Cameronbridge and Clynelish. Released Aug 2017.
Blenders’ Batch Rum Cask Finish – 50cl,
40.8% ABV, £30 ($40). A blend of whiskies from Speyside and the Lowlands that
have been finished in casks that previously held Caribbean pot still rum.
Created by Johnnie Walker blender Chris Clark. Released Aug 2017.
Blenders’ Batch Espresso Roast – 50cl,
43.2% ABV, £30 ($40). Blender Aimée Gibson used whiskies distilled with barley
roasted more heavily than ever before. Punchy notes of rich coffee and dark
chocolate that is best served neat in an espresso cup. Released Aug 2017;
available in select countries from September 2017.
Johnnie Walker’s Sweet
Peat – 50cl, 40.8% ABV, £30 ($40). A limited edition whisky launched in January 2019, blending caramel
sweetness with peated smoke, Sweet Peat is the latest in the Blended Batch
series. Its primary target is Australia, priced at AU$55. At its heart is whisky from Caol
Ila, chosen for its soft bonfire smoke and hidden sweetness, Speyside malts,
including Cardhu, and Glendullan aged in sherry casks, for additional
sweetness, rich fruity notes and balance.
Blue Label Skyline Series – Starting
September 2013, Johnnie Walker Blue Label released their limited edition
Skyline Series. Designed by Innovation Kitchen and illustrated by Michael Ng,
each bottle features a gold-etched illustration inspired by the skylines of
seven of the world’s metros. The seven cities are Singapore, Hong Kong, Mumbai,
New York, Los Angeles, San Francisco and Auckland, and each individually
numbered bottle also comes with a bespoke sleeve. Hong Kong featured again
in 2017 on the 20th anniversary of its handover by the UK to China (see Artist
Series below).
Blue Label Cityscape (Cities) Series – In
Dubai in 2015, Diageo Global Travel launched the limited edition Johnnie Walker
Blue Label Cityscape Series aimed at the travelling whisky collector. The
internationally renowned handcraft artist, Jeff Nishinaka, was commissioned to
create the design for the numerous cities. The Cityscape Collection is
individually numbered and available in limited quantity only in the cities that
inspired them. The series includes the cities of Dubai, London, Toronto,
New Delhi, Amsterdam, Munich, Monaco, Sydney, Edinburgh, Tel Aviv, Moscow, St
Petersburg, and the countries of Brazil, Nepal and Japan. Prices vary from
city to city and are between ~£153-£225. The Paris edition is
readily available at €225.00 (£180–200)
Blue Label Guam Special Edition (July 2015)
– initial limited run of only 600 bottles released on 28 July 2015. Cost was
$247.99/bottle. Features original Blue label bottle with special island gold
design on the front. Sold only in Guam, an unincorporated Territory of the
United States with each bottle individually numbered.
Blue Label Guam Special Edition
(November 2015) –Because of its immediate success, the Johnnie Walker Blue Guam
Special Edition bottle returned to Guam on popular demand in November, well in
time for the forthcoming festive season.
Blue
Label Guam Special Edition (February 2017)- The third Guam edition was released
in February 2017. These limited-edition bottles depict scenes of the Two Lovers
legend designed by local artists and brothers Ron and
Richard "Ric" Castro.
Blue Label Warriors Collection Pack 2015 –
A 3 x 750ml pack, Mexican artist Carlos Sego was commissioned to design this
edition in homage to Mexican culture. The first special edition is exclusively for
Mexico, 1200 bottles or 400 sets of 3 bottles. Each set consists of Johnnie
Walker Blue Label Eagle Warrior; Jaguar Warrior; and Serpent Warrior and is
priced at $15,000.
Blue Label Warriors II 2016 edition –
Mexican artist Gonzalo Lebrija was engaged to combine the design and the
heritage of his country on a bottle of this Blue Label. Guerreros II (Warriors
II), the name of this project, reflects the spirit of the Mexica warriors,
especially Huitzilopochtli, the main deity of this culture. Available as of
September 2016 only for the Mexican public, the production run will be 1,200
bottles in total.
John Walker and Sons Private Collection
Whisky – a set of annual, limited release whiskies of only 8,888 decanters per
year from 29 casks at 70cl, 46.8% ABV.
Private Collection 2014 Edition, a unique smoky blend, priced at ~£465
Private Collection 2015 Edition, rare fruit character is priced at ~£470
Private Collection 2016 Edition, lower 43% ABV honey notes, priced at ~£433
Private Collection 2017 Edition, titled
Mastery of Oak, is priced at ~£400. Only 5,588 decanters were marketed.
Blue Label Striding City Edition – A new
release of Johnnie Walker's Blue Label restricted to China, this collection
featured four of China's major cities: Beijing, Guangdong, Shanghai and Fujian.
Each city had between 850-1000 75cl bottles at 46% ABV. Prices are around the
£375-400 mark.
Blue Label Chinese Market-oriented
Expressions – Johnnie Walker Blue Label launched the Eastern Legends
Collection, consisting of three limited-edition series: Zodiac; Happiness,
Wealth, and Longevity; and the Five Gods of Wealth to celebrate the Chinese New
Year starting 2013–2014. All bottles are 750ml at 43% ABV, priced between
$220–500.
The Johnnie Walker Blue Label Zodiac
Series: These expressions were the first to be brought out, in 2013. The
limited-edition bottles depict the animals of the Chinese zodiac, decorated
with the latter's four facets in gold graphics using European gold leaf
techniques. Johnnie Walker has released different Chinese zodiac bottles every
year. Bottles of The Johnnie Walker Blue Label Year of the Dragon, of The
Snake, and of The Horse were released in 2013. The Johnnie Walker
Blue Label Year of the Ram made its debut in 2015 to celebrate the Lunar New
Year and The Year of the Monkey was marketed in 2016, followed by
the Blue Label 2017- Year of the Rooster, a 70cl / 700ml / 40% ABV 2017 edition
comprising 600 bottles ex Bourbon & Sherry Oak casks, which is a
departure from the norm in respect of volume and strength of the Zodiac
bottlings. Each bottle costs the equivalent of GBP 185 in Singapore.
The Happiness, Wealth and Longevity
followed in 2014.
The Five Gods of Wealth was also
released that year. Though targeted principally at China, a few bottles of all
these expressions were/are available in select countries.
Blue Label Striding Man 20cl Edition – A
set 4 x 20cl 40% ABV bottles of Johnnie Walker Blue Label, showing the
evolution of their Striding Man logo from 1908 to the most recent design in
2015, each with a different design of the Striding Man. This set is priced in
the £185 region and features bottles created by hand by glass craftsmen.
The Striding Man edition will be available in Johnnie Walker Houses worldwide,
including Beijing, Chengdu, Seoul, Shanghai and Mumbai and Taoyan airport.
Blue Label Striding Man 35cl Edition:
The second set has 5 x 35cl 40% ABV bottles of Johnnie Walker Blue Label with
the versions of the 'Striding Man' created between 1908 and 1999, individually
numbered and containing a mixture of very rare whiskies.[193][194] This set
also features bottles created by hand by glass craftsmen, comes with a gift
display cabinet and is priced at €7260, VAT included.
Blue Label Special Release – On 30 November
2017, Johnnie Walker released a blend using whiskies from closed distilleries,
backed up with single malts from its numerous working distilleries. Johnnie
Walker Blue Label Ghost and Rare is the first in a series of special releases
to be made using whiskies from “ghost” distilleries that have long since closed.
Each edition will have “one prominent rare whisky at its heart”. This
particular release uses whiskies from eight distilleries in Diageo’s portfolio,
including three “ghost” whiskies and is crafted around whisky from the Brora
distillery, closed in 1983, but which will reopen by 2020. The other whiskies
are from Royal Lochnagar, Clynelish, Glenkinchie, Glenlossie and Cameronbridge
as well as the silent Cambus and Pittyvaich distilleries. Bottled at 46% ABV,
it is available in limited quantities globally for ~£220 for a 70cl
bottle.
BESPOKE
RELEASES: THE ARTISTS SERIES
Blue Label Capsule Series by Tom Dixon –
British designer Tom Dixon OBE created a Johnnie Walker Blue Label Capsule
Series encompassing a limited edition bottle, bespoke ice bucket, coaster
and bottle cap, launched at the 2017 Milan Design Week (04 Apr – 09 Apr 2017).
It reached select markets across Europe, Latin America, Africa and Asia in
October 2017.
Blue Label Street Art Limited Edition 2017
– Chinese New Year Street Art Johnnie Walker Blue Label limited edition
designed by the Penang Street Art pioneer, Lithuanian street artist Ernest
Zacharevic, in 75cl 40% ABV bottles. 6,000 bottles created, meant solely for
Malaysia at prices between $225–240.
Artist Series Tristan Eaton Editions – Johnnie
Walker has collaborated with the acclaimed American street artist Tristan Eaton
to create a wide and variegated series of limited edition collectible ‘Artist
Series’ gift packs, reflecting the entire gamut of the brand’s flavours and
aromas in a series of colourful bespoke paintings. Each of Johnnie Walker’s
trademark whiskies has its own unique design, from Johnnie Walker Red Label all
the way up to the Johnnie Walker Blue Label.
Tristan Eaton Gift Packs with Tumblers
– Each limited edition gift pack consists of one 70cl 40% ABV Tristan Eaton
artistic carton and bottle, with tumblers embellished with the Striding Man
logo. The tumblers are available with gift packs of Johnnie Walker Red Label, Black
Label and Double Black Label. The Blue Label Crystal Glass Gift Pack has only
one ornate crystal tumbler. The Green Label, Gold Label Reserve and Aged 18
(old Platinum Label) come without tumblers.
Tristan Eaton Spray Cans – The Tristan
Eaton limited editions also feature 70cl spray cans for the Red and Black Label
brands.
Blended Scotch Whisky with Gift Tin
(Tristan Eaton Edition) – A limited edition presentation of Johnnie Walker
standard brands, featuring a gift tin designed by street artist Tristan Eaton.
The brands available are the Red Label, Black Label, Double Black Label and the
Gold Reserve (70cl, 40% ABV).
Blue Label Casks Edition-Joe Wilson Mumbai
Bottle – Joe Wilson, the UK-based illustrator specialising in highly detailed,
hand-drawn illustrations and print work was commissioned in 2015 to create the
'Mumbai' Bottle wrap design for exclusive limited edition bottles of Johnnie
Walker Blue Label Casks Edition. Only available at Mumbai airport.
Year of the Dragon – In the 12-year cycle
of the Chinese zodiac, 2012 marks the Year of the Dragon. In celebration of
this year, Johnnie Walker commissioned Chris Martin to design a series of
specially packaged Johnnie Walker Chinese Year of the Dragon boxes for the red,
black and gold reserve labels.[203]
Johnnie Walker Blue Label Pioneering
Cities: Hong Kong Edition- Illustrated by Victo Ngai, this blend was created in 2017 to celebrate the
20 years of handover of Hong Kong. Every bottle is individually numbered starting
with Hong Kong’s area code ‘852’ followed by a four-digit number (e.g.,
852-0001). A total of 2400 bottles will be available only for the Hong Kong
domestic market, priced around HK$1,898.00 (US$247.00)
Johnnie Walker Black Label Shadow Edition
By Mattia Biagi- A limited edition of the Black Label blend and a follow on
from a white coloured edition in a duty free only series known as the
"Shadow Series". Available in 750ml bottles, it costs $ 199.00.
Johnnie Walker Blue Label Ernesto Maranje
Miami Edition- In Dec 2017, Diageo Global Travel, the drinks group’s travel
arm, opened a U.S. boutique in partnership with Duty Free Americas—in the Miami
International Airport’s North Terminal Concourse D. The boutique carries
expressions specific to the store, such as the Ernesto Maranje–designed Blue
Label Miami Edition, to be sold only to outgoing international travellers.
[206] This special collector’s edition is currently on display in the store and
will be available for purchase from March 2018.
GAME OF THRONES SERIES
GAME OF THRONES SERIES
Johnnie Walker The White
Walker:
Johnnie Walker A Song of
Ice: Available in the US Aug 2019, globally in Oct 2019.
Johnnie Walker A Song of
Fire:
CONSIGNED
TO HISTORY
The Commemorative 1920 Edition – Launched
in 1920, which marked 100 years of the opening of John Walker's grocery in
Kilmarnock. Only 540 bottles of this edition had been created, including
irreplaceable whiskies from silent distilleries.
Swing Superior – a limited edition variety
based on the Swing blend, marked by its distinctive golden label. 75 cl 43%
ABV. Dates back to the 1980s.[209]
King George IV 1959 Old Scotch Whisky – A
precursor to Johnnie Walker Blue Label King George V Edition of 2007 in a 750
ml (1 pint 6 fl oz) bottle at 75 proof 43% ABV, priced at ~£1,000 and distilled
and matured in Scotland by the Distillers Agency Ltd., Edinburgh,
Scotland.[210]
Black Label: Anniversary Edition (1909–2009)
– A special edition of the 12 year old Black Label blend from Johnnie Walker,
presented in a black bottle. This was released to celebrate the 100th
anniversary of its existence since its renaming in 1909. A 700ml / 40% ABV
bottling, it cost £35.69/- when it was available.
Blue Label "Heirloom" – Designed
by Tarun Tahiliani, ensconced in a handcrafted leather case and embellished
with Blue Sapphire Swarovski and 18k Gold electroplating, the case comes in
very limited quantities. Priced at £350, India only.
Gold Label "Heirloom" – This
Limited Edition Johnnie Walker Gold Label Reserve pack has also been designed
by Tahiliani, priced at £75,India only.
Green Label 180 Cask – a limited edition of
the Green Label (created from 180 casks) released in 2009 for the Taiwanese
market.
Black Label: Keep Walking New Zealand – a
special limited-edition of 17,500 packs to support fundraising efforts
following the Christchurch earthquake in February 2011.
Black Label: Project Black Inspiration –
Facebook fans across Malaysia and Singapore had the chance to provide creative
input to help shape a new bottle design in collaboration with international
designer Mark Ong. Approximately 22,000 limited edition bottles featuring the final
design were produced and sold exclusively in Malaysia and Singapore.
Green Label 48% – a 2015 limited edition of
the Green Label released at a higher strength for the Taiwanese market.
JW&S Ltd. – The first and only nonconformal
bottle and label combination produced by John Walker & Sons, with an
abbreviation in place of the standard Johnnie Walker. This special bottle was
created in 1956. The label on the Swing-style bottle just says 'JW&S Ltd.
To commemorate the opening of the new premises of John Walker & Sons Ltd.
at Hill Street, Kilmarnock on 11 September 1956' The reverse of the bottle
bears the embossed Kilmarnock Burgh coat of arms. No capacity or strength
stated. It has a stopper cork, a lead capsule embossed "Swing"
on top and comes with a glass stopper. It was sold for £1020.
Deco – a limited number of 350 ml bottles
were produced in Art Deco–designed bottles, hence the name of this blend.
Blue Label Mini Blended Scotch Whisky – a
rare item that includes a hand-blown nosing glass and sealed tasting notes and
booklet on blue label whisky, costing around US$250.
Blue Label Singapore Airlines – A special
release on 1 December 2015 of only 2,000 75cl bottles of The Cask Series made
available exclusively at Singapore Airlines’ inflight retail store, KrisShop,
for S$378 (US$270). The bottle is a rich shade of lapis lazuli and features the
airline’s signature silver batik print.
Blue Label Bruce Lee Game Changer Limited
Edition – Martial arts star and teetotaller Bruce Lee has been resurrected, 41
years after he died, in CGI form to appear in a Johnnie Walker video ad,
suggesting a change of game. The 1.75L bottle, released in China, is the
largest bottle of Blue Label marketed so far. Strength is not known.
Blue Label Jackie Chan Commemorative
Edition – Another 1.75 L bottle of Blue Label, commemorating comic martial arts
superstar Jackie Chan. Also released in China, its strength is not
known.
Blue Label with Bill Amberg Traveller Bag –
A 70cl, 40% ABV Johnnie Walker Blue Label bottle with an attractive blue
traveller bag made by British luggage maker Bill Amberg.
Johnnie Walker Blue Label Gerald Scarfe
Cask Edition - A holiday gift pack that came with a bottle of Blue Label and
two luxury rocks glasses.
Marketing
Every
type of Johnnie Walker scotch has had a label colour till 2017, except for the
Swing label. The Platinum Label, bottles of which are still available around
the globe, has been discontinued this summer and is being replaced by the
Johnnie Walker Aged 18 Years blended Scotch whisky (See Blends above). The
purpose is to supposedly denominate the different types of scotch and to
position them to be used for different occasions. For example, Johnnie Walker
Blue Label is rare and expensive, and so it is intended to be used for special
occasions. A short video called 'Johnnie Walker Blue Label Presents Jude Law in
"The Gentleman's Wager" [GR]' was uploaded on Jul 30, 2014 to promote
JW Blue Label as rarer than rare, meant to be used by the glitterati on special
occasions while also furthering the Keep Walking motto. A sequel followed
in November 2015, consequent to Diageo's decision on a fresh marketing strategy
and concomitant logo evolution, detailed infra.
A
key feature of every bottle of Johnnie Walker scotch is the Striding Man logo.
It was created in 1908 by cartoonist / illustrator Tom Browne to be a likeness
of John Walker in traditional, upscale attire. Various other artists created
this logo up to the 1950s, the same period in which the logo first came
onto the bottle on a label. The logo was changed in 1999 to show the man
walking forwards, which Diageo says symbolises forward thinking, the pursuit of
excellence and readiness to enter the next millennium. Diageo has created a
members club for Johnnie Walker drinkers, called The Striding Man
Society.
Another
key aspect of its marketing is the slanted label, which is angled at exactly 24
degrees. This was an advertising tool developed by Alexander Walker, who
thought it would help his bottles stand out on the shelf. The slanted label
also accommodates more text than would a traditionally oriented
label.
In
2009, the advertising agency Bartle Bogle Hegarty (BBH) created a new short
film, starring Robert Carlyle and directed by Jamie Rafn, titled The Man Who
Walked Around the World, which outlined the history of the Johnnie Walker
brand.
Johnnie
Walker Black Label was promoted in the USA in a video titled "Keep Walking
America", followed by another expanding on which brand to gift on
occasions calling for a gift.
In
2013, ahead of the sixth season of Mad Men, the firm launched an ad campaign
promoting Johnnie Walker Red Label, featuring Christina Hendricks.
Johnnie
Walker also launched the international John Walker & Sons Voyager tour in
order to market its higher variants in the Asia-Pacific, Europe and Caribbean
markets. The Voyager tour was developed in order to promote the special edition
Odyssey blend and pay tribute to the original trade routes and sea voyages by
which Johnnie Walker was distributed throughout the world. The final leg of the
tour was completed in 2014 visiting six Caribbean countries on board the Regina
Yacht (featured in the major motion picture Skyfall).
The
logo was modified again in February 2015. Designed by London-based Bloom in
collaboration with illustrator Garry Redford, it features far more intricate
detailing and set the scene for another change, this time in the tagline, to
kick off in 50 countries in September 2015 its biggest brand campaign since
1999. The new tagline reads "Joy Will Take You Further Keep
Walking."
Henceforth, the logo will only be in gold, black, or white, and on
top of 'fancy things'. Moreover, the reworked Striding Man has been moved from
a label onto the bottle itself. Diageo explains its rationale: " ‘Joy Will
Take You Further’ is an evolution of the brand’s famous ‘Keep Walking’
campaign, emphasizing its philosophy for over three lustrums that helped
Johnnie Walker become the most valuable spirits brand in the world. It
highlights the perception that joy can be a catalyst to the progress they seek,
while encouraging the idea that finding joy in the journey is part of the
recipe for success." Global brand ambassadors include Oscar-nominated
actor Jude Law, mountaineer Romi Garduce and musician, actress, and blogger
Saab Magalona from the Philippines, Formula One world champion and McLaren
Honda driver Jenson Button, US rock band OK Go, Swedish and US electric car
pioneer and racer Eva Hakansson, Mexican supermodel Montserrat Oliver,
world-class bartender Emil Areng, Diageo’s Master Blender Jim Beveridge and Rio
De Janeiro-based muralists Haas & Hahn.
An
11-minute video titled 'Johnnie Walker Blue Label presents Jude Law in
"The Gentleman's Wager II"' was uploaded on Nov 5, 2015, as a sequel
to the 2014 version, again promoting JW Blue Label as rarer than rare, but with
a singular difference. It projected the ‘Joy Will Take You Further’ theme.
The
Dailymotion video-sharing website hosts a 59-minute video on Scotch in which
over eight minutes (32.50-41.00) are reserved for the Johnnie Walker brand,
related facts and trivia from Diageo's archives.
Patrons of Johnnie Walker Houses enjoy exclusive personal service, meals and drinks, the famous Whisky Tasting Course, access to a Scotland trip concierge and the right to attend and host private luxurious events at flagship locations. Membership as a patron of Johnnie Walker House is by invitation only.
The Johnnie Walker House Art Collection – Mumbai Edition is exclusively available at Johnnie Walker House Mumbai. This very special bottle of Johnnie Walker Blue Label celebrates the opening of Johnnie Walker’s first retail showcase at Mumbai Airport. It shows a unique ‘willow pattern’ interpretation of the whisky’s original journey from Scotland to India in 1883. The British Raj was evidently fond of its Scotch.
JOHNNIE WALKER HOUSES
AN EXCLUSIVE EMBASSY
FOR LUXURY SCOTCH WHISKY
Johnnie Walker believes
that whisky is an art form. A Johnnie Walker House allows full appreciation
some of the world’s finest whiskies in the company of fellow connoisseurs. Each
is built on the theme of ‘Whisky Conversations’ and designed to project the
history, provenance and pioneering spirit of the Johnnie Walker brand. Part
gallery, part lifestyle space and part museum, it brings together luxury whisky
innovation with art, design, fine-dining and culture.
Patrons of Johnnie Walker Houses enjoy exclusive personal service, meals and drinks, the famous Whisky Tasting Course, access to a Scotland trip concierge and the right to attend and host private luxurious events at flagship locations. Membership as a patron of Johnnie Walker House is by invitation only.
Alternatively, register
for Johnnie Walker House World of Privileges, a complimentary programme that comes
with a personal subscription to the award winning Johnnie Walker House Edit
magazine, VIP treatment at the Gleneagles Hotel in Scotland, invitations to
select Johnnie Walker House events and priority listing on limited edition
products.
There are eight Johnnie
Walker House locations outside of Scotland: four flagships in Beijing,
Shanghai, Chengdu and Seoul; and two retail boutiques at Taoyuan International
Airport (Taiwan) and Mumbai International Airport (India) and a retail
boutiques at both Changi (Singapore) and Schiphol Amsterdam Airports
(Netherlands).
MUMBAI AIRPORT
This stunning retail
boutique at Mumbai Airport encapsulates Johnnie Walker’s rich history and
honours its long relationship with India through artistic wall installations
and limited edition whiskies. Travellers who visit this Johnnie Walker House
can enjoy whisky mentoring and a range of bespoke whiskies.
The Johnnie Walker House Art Collection – Mumbai Edition is exclusively available at Johnnie Walker House Mumbai. This very special bottle of Johnnie Walker Blue Label celebrates the opening of Johnnie Walker’s first retail showcase at Mumbai Airport. It shows a unique ‘willow pattern’ interpretation of the whisky’s original journey from Scotland to India in 1883. The British Raj was evidently fond of its Scotch.
CONTROVERSIES
2015
forged kosher certification allegations
Up
until 2015 Johnnie Walker Black Label bottles had a Kosher sign, naming the OK
Kosher organisation as one that provided kosher tests for the product. Israel
Beer Breweries Ltd. Spirits (IBBLS) and Paneco groups export to or import into
Israel the Johnnie Walker brand of Blended Scotch Whiskies.
At
the bottom of the controversy is the whisky dispute between IBBLS, which is the
official importer of Johnnie Walker, and its competitor Paneco. The former
periodically takes inspectors from Israel to Scotland to check the whisky
brand’s facilities to ensure compliance with the regulations for kosher status.
Paneco is allegedly not doing such checks and claims that its imports are
automatically kosher-compliant because the products are the same.
Following
an inquiry by the Israeli Rabbinical authority, Rabbi Aharon Haskel from the OK
organisation conducted an investigation and published that only IBBLS marks are
genuine while the Paneco group did not get their certification. The
Israeli Rabbinical authority released a statement that urged customers to
verify the producer and stated that the Paneco group is suspected of
certificate forgery. Paneco representatives stated that they do have a Kosher
certificate (from the Israeli rabbinical authority) and asked the Israeli
police to perform an investigation.[242] A representative told the
International Business Times, "All products sold on Paneco.com are
completely and solely original. The Johnnie Walker whisky products sold on the
site are created by the primary manufacturer at the Diageo distillery in
Scotland and is exactly the same product marketed by a competing company in
Israel, which holds the kosher certification for the product."
Accolades
Johnnie
Walker spirits have received strong scores at international spirit ratings
competitions and from liquor review bodies. The Green Label received a string
of three double gold medals from the San Francisco World Spirits Competition
between 2005 and 2007. The Gold Label received double gold medals from the
San Francisco competition in 2008 and 2009 and won a gold in 2010. Spirits
ratings aggregator proof66.com, which averages scores from the San Francisco
Spirits Competition, Wine Enthusiast, and others, puts the Black, Blue, Gold
and Green Labels in its highest performance category ("Tier 1"
Spirits). Johnnie Walker spirits have several times taken part in the
Monde Selection's World Quality Selections and have received a Gold and Grand
Gold Quality Award. Johnnie Walker was voted India's Most Trusted Premium
Whisky Brand according to the Brand Trust Report 2014, a study conducted by
Trust Research Advisory.
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