Diageo-owned beverage giant, Johnnie Walker, has unveiled its most expansive travel retail-exclusive whisky offering yet – the illustrious Blue Label Xordinaire. This remarkable addition to their esteemed collection was officially introduced at Singapore's Changi Airport on September 14th. Terminal 1 played host to the grand launch, with travelers being treated to an immersive 3D experience within the Jewel retail complex.
Taking design inspiration from a luxurious Parisian hotel, the installation offers passengers a unique elevator ride, leading to a sample bar where they can savor this exceptional whisky alongside handcrafted chocolates from renowned French chocolatier Arnaud Larher. Beyond the tasting experience, guests have the opportunity to acquire a bottle of Blue Label Xordinaire, alongside an array of branded merchandise, including personalized luggage tags and opulent gift items.
Crafted from an exceedingly rare selection of casks, where only 1 in 10,000 make the cut, Blue Label Xordinaire exudes inherent smoothness and sweetness. This whisky achieves its unique character through its finishing touch in XO Cognac casks. Emma Walker, the master blender at Johnnie Walker, describes its tasting notes as a delightful blend of "dried fruit, toasted toffee, and sun-ripened black cherry," with a lingering "soft spice after-taste."
Notably, Blue Label Xordinaire marks a significant milestone for Diageo Global Travel, representing their most substantial travel retail exclusive release to date. Andrew Cowan, managing director of Diageo Global Travel, articulates their vision for this iconic brand, stating, "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 flavor profile."
In the forthcoming months, travelers at various international airports, including Paris, London, Dubai, Taiwan, and Hainan, will have the opportunity to discover and purchase Johnnie Walker Blue Label Xordinaire. Bottled at a respectable 40% ABV, this exquisite whisky is priced at £335 (US$399), making it a truly indulgent choice for discerning spirits connoisseurs.
About Johnnie Walker
Johnnie Walker is a renowned Scotch whisky brand that has established itself as a symbol of quality and excellence in the world of spirits. Founded in Scotland in 1820 by John Walker, the brand has a rich history of over two centuries in the whisky industry. It is now owned by Diageo, one of the largest alcoholic beverage companies globally, which has continued to uphold the brand's tradition of crafting exceptional whiskies.
One of Johnnie Walker's most famous and prestigious expressions is the Johnnie Walker Blue Label. This blend is known for its exceptional craftsmanship, featuring a selection of rare and aged whiskies from various distilleries across Scotland. It is often regarded as a symbol of luxury and is highly sought after by whisky connoisseurs and collectors worldwide.
Johnnie Walker is also famous for its "Striding Man" logo, which has become an iconic symbol associated with the brand. The logo features a dapper gentleman in a top hat and tailcoat, striding forward with purpose. This symbolizes progress, forward-thinking, and the brand's commitment to innovation and quality.
The Johnnie Walker range includes a variety of expressions, each catering to different taste preferences and occasions. These range from the approachable Johnnie Walker Red Label, known for its versatility in cocktails, to the rich and complex Johnnie Walker Black Label, a favorite among whisky enthusiasts for its depth of flavor.
In recent years, Johnnie Walker has also ventured into limited edition releases and collaborations with notable figures in the world of art, culture, and sports. This approach has allowed the brand to stay relevant and engage with a diverse audience while maintaining its reputation for exceptional whisky craftsmanship.
Overall, Johnnie Walker stands as a testament to the enduring legacy of Scotch whisky, blending tradition and innovation to produce some of the world's most celebrated and cherished spirits. Whether enjoyed neat, on the rocks, or in cocktails, Johnnie Walker continues to be a symbol of quality and sophistication in the whisky world.