DFS Group ties up with Johnnie Walker

By Doug Newhouse |

Diageo Global Travel and Middle East (GTME) has launched the JOHN WALKER & SONS PRIVATE COLLECTION by Master Blender Jim Beveridge.

A total of just 8,888 individually numbered decanters of the 2014 Edition have been released, with the master blender signing 10 lucky numbers – 1888, 2888, 3333, 3888, 4888, 5555, 5888, 6666, 6888 and 7888 – to celebrate the Asia Pacific travel retail launch in partnership with DFS at its Singapore Changi Airport stores from May 2014.

Brooke Supernaw, Senior Vice President, Global Merchandising – Spirits, Wine & Tobacco, DFS Group, said: “Today’s whisky connoisseurs are increasingly sophisticated, desiring collectibles of exceptional quality. The Johnnie Walker Private Collection will be a welcomed addition to our offering at DFS Singapore Changi Airport. We are excited and honoured to partner with both Diageo and Changi Airport to offer this limited edition from Johnnie Walker as an Asia First launch.”

Steve White, Global Marketing Director of Diageo Global Travel and Middle East, added: ”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.: He added that this is ’a wonderful chance’ for travelling whisky connoisseurs and collectors to buy a scarce first decanter to begin their own collection from the Johnnie Walker Private Collection.



Diageo adds that this is the first in this series of annual, limited releases showcasing the height of craftsmanship and innovative spirit behind the ultra deluxe range from Johnnie Walker.

The company added: “Jim Beveridge has selected just 29 of his private reserve casks, tailor-made blends and experimental casks from detailed studies that have yielded outstanding whiskies, to create the 2014 EDITION.

It is a rich and complex blend (ABV 46.8%), distinguished by its sophisticated expression of the smoky flavour characteristics from three celebrated whisky regions of Scotland – bold and peaty Islay smoke, fresh maritime Island smoke, and a sweet, subtle Highland smokiness.  The 2014 EDITION is presented in a dark blue glass JOHN WALKER & SONS decanter to evoke the smoky characters that define this blend.

The company adds that the collection will grow year on year with a series of small-batch, one-off expressions. Meanwhile, this latest offering will be exclusively available in travel retail stores in the Asia Pacific region from June after the aforementioned one-month exclusivity with DFS at Singapore Changi Airport in May where it is retailing at S$925 ($740).


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