Dufry to launch an exclusive new edition of Johnnie Walker Black Label

Dufry to launch an exclusive new edition of Johnnie Walker Black Label

Dufry to launch an exclusive new limited-edition blend of Johnnie Walker whisky
14/06/2018

Dufry will be the only retailer to sell a new limited-edition blend of Johnnie Walker, the world’s No. 1 Scotch whisky[3] and the biggest selling spirits brand in travel retail[4]; Johnnie Walker Black Label Triple Cask Edition exclusively in travel retail this month. Johnnie Walker Black Label Triple Cask Edition is a limited-edition whisky inspired by the smooth and deep character of the iconic Johnnie Walker Black Label.

The development of this rich, sweet and spicy Scotch has been led by Johnnie Walker Master Blender, Jim Beveridge, and expert blender, Chris Clark. This new expression has been crafted using three key Speyside Malts from Blair Athol, Cardhu and Strathmill and matured in a combination of Bourbon, Caribbean Rum and Scotch Whisky casks. The result is a wonderfully rich Scotch with layers of sweet vanilla and ginger aromas, toffee and brown sugar notes and a whisper of signature smoke.

Roger Jackson, Commercial Director Europe & Middle East of Diageo Global Travel said: “We’re excited to launch Johnnie Walker Black Label Triple Cask Edition as part of an exclusive partnership with one of our key global customers, Dufry. The team at Dufry have supported us in creating a number of inspiring instore and digital experiences that I am confident whisky fans will love.”

Johnnie Walker Black Label Triple Cask Edition will be exclusively available at Dufry, the world's leading travel retailer, and will be distributed in over 300 stores worldwide from June 2018.

Eduardo Heusi Pereira, Global Category Director Liquor, Confectionery & Tobacco said: “To have Johnnie Walker Black Label Triple Cask Edition exclusively available in Dufry stores is a marvellous addition to the portfolio of whiskies available in our stores. It offers whisky drinkers the opportunity to explore a lively expression of Johnnie Walker Black Label that would make a unique gift for travellers. This first of its kind partnership will see a full 360 global launch which includes headline sponsorship of our Dufry summer festivals, stand-out activations instore and the opportunity to reserve and collect online in advance. This will be a truly engaging experience for our customers.”

Johnnie Walker Triple casks will be available in Dufry stores in Europe in June, at recommended price of 28 GBP for a 1L bottle.

 

[3] IWSR, 2017, Volume and Data 2016

[4] IWSR, 2017, Volume and Data 2016

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