Diageos Johnnie Walker Black Label Triple Cask Edition

Diageo's Johnnie Walker Black Label Triple Cask Edition

Diageo's Johnnie Walker Black Label Triple Cask Edition

Category - Spirits, whisky, Scotch

Available - From later this month

Location - Global Travel Retail, exclusively in Dufry outlets

Price - In Europe, RRP of GBP28 (US$37.50) per 1-litre bottle, limited to 10,000 units

Diageo is adding a limited-edition expression of Johnnie Walker to its Global Travel Retail operations. Launching this month, Johnnie Walker Black Label Triple Cask Edition will be available through around 300 branches of GTR retail operator Dufry.

The latest expression of the blended Scotch whisky comprises a blend of malt and grain whiskies from distilleries such as Cardhu and Cameronbridge that have been aged in ex-Bourbon casks, before spending time in Scotch and then Caribbean pot still rum casks.

"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 in-store and the opportunity to reserve and collect online in advance," said Roger Jackson, commercial director for Europe & Middle East at Diageo Global Travel.

Last month, Diageo launched a whisky website pilot for Johnnie Walker that allows consumers to buy a personalised bottle to match their own flavour preferences. Consumers visiting the website are asked a series of questions, the answers to which are used to pair them with one of a range of six new Johnnie Walker blends.

How Scotch whisky can flash its innovation credentials - Click here for a just-drinks comment

Expert analysis

Global travel retail insights - market forecasts, product innovation and consumer trends

Global travel retail insights - market forecasts, product innovation and consumer trends

Modest growth for global travel retail: Global travel retail sales of wines and spirits, including pre-mix drinks, rose by a modest 1.8% in 2014, reaching 30.2m nine-litre cases in what was a year of ...read more