Diageo Global Travel has unveiled Johnnie Walker Blue Label Xordinaire – a new global travel retail exclusive expression.
The new blend has been created using only one in 10,000 casks from the Johnnie Walker reserves of aged Scotch from across Scotland.
Finished in former French XO Cognac casks, Johnnie Walker Blue Label Xordinaire incorporates the brand’s signature depth of flavour, enhanced with an inherent smoothness and sweetness, according to the company.
It is bottled at an ABV of 40%, and its RRSP is £335 (US$415) for a one-litre bottle.
Bringing the X factor to Changi Airport
Johnnie Walker Blue Label Xordinaire made its debut on 13 September in Singapore Changi Airport Terminal 1, via an immersive experience that forms the centrepiece of a series of activations planned for other key airport locations in the months ahead, including Paris, London, Dubai and Taiwan, and Hainan island.
The Diageo Global Travel team invited key stakeholders, media and influencers to be among the first to discover the new whisky. The Changi activation, which was inspired by a Parisian hotel, features a unique elevator experience.
Travellers are invited to enter the elevator to explore the Johnnie Walker Blue Label Xordinaire world, before being directed to the sample bar. There, they can access the digital guest book for an immersive tasting incorporating a bespoke chocolate pairing, created by renowned French chocolatier Arnaud Larher, in partnership with Johnnie Walker.
Passengers can then purchase a bottle of Johnnie Walker Blue Label Xordinaire, explore the luxury gifting and personalisation station, and receive a personalised luggage tag.
A 3-D interactive installation in the Jewel retail complex is supporting the campaign, alongside OOH media placements throughout Changi airport. A highly targeted social media campaign will also drive engagement with Changi passengers.
Diageo Global Travel Managing Director Andrew Cowan commented: “Johnnie Walker Blue Label Xordinaire represents a new variant for the Johnnie Walker Blue Label house; it is our biggest global launch in travel retail ever. And, of course, travel retail was the original launch place of Johnnie Walker Blue Label just over 30 years ago.”
He added: “Our vision is to confirm and enhance Blue Label’s position as an enduring icon of luxury, expanding its allure by welcoming spirits enthusiasts of all kinds into the world of Johnnie Walker.
“By introducing this exciting new expression of Blue Label, we have created a global travel exclusive that caters to aficionados seeking exclusivity, as well as for those searching for something with a sweeter and smoother flavour profile.”
Johnnie Walker Blue Label Xordinaire will become a permanent part of the Johnnie Walker portfolio of blended scotch whiskies produced in limited quantities, and meticulously blended in small batches to ensure quality and rarity.
Johnnie Walker Master Blender Emma Walker noted: “This is a luxurious and vibrant scotch bursting with notes of dried fruit, toasted toffee and sun-ripened black cherry.
“Bright orchard fruits shine through velvety smoothness, with flashes of peach and soft spice surging upward. A sumptuously smooth scotch with a soft spice after-taste, Johnnie Walker Blue Label Xordinaire truly is an exuberance to be shared.”
Asia & Pacific,
Asia & Pacific,