100 years after the famous Johnnie Walker Black Label® was introduced, Diageo is unveiling a new variant of the world’s number one Deluxe Blended Scotch Whisky – called Johnnie WalkerTM Double Black®.
The new blend will sit on shelf alongside Johnnie Walker Black Label and is being launched as a test in selected airports in global travel retail from January this year.
Johnnie Walker Double Black amplifies a trademark characteristic of Johnnie Walker Black Label, notably the smokiness, to delivery a new intensity in the liquid.
The product is an extension to the existing brands in the Johnnie Walker range and it is aimed at drinkers who already appreciate the character of Johnnie Walker whiskies and are keen to explore that character in more depth.
The Johnnie Walker Double Black blend is created using peaty West Coast whiskies to particularly emphasise the smoky elements that have made Johnnie Walker Whiskies famous.
The 1L bottle of Johnnie Walker Double Black will retail at a price premium to Johnnie Walker Black Label and, while packaged in a distinctive smoky grey coloured glass bottle to reflect the smoky flavour, retains the iconic branding elements of Johnnie Walker whiskies: the unmistakable square bottle and slanting label.
Source: Diageo
