The new Johnnie Walker range – Johnnie Walker Platinum Label and Johnnie Walker Gold Label Reserve - have been released by drinks brand Diageo in a bid to tap into the increased volume sales of 20 per cent over the past year.
“There is a clear trend in Great Britain of consumers trading up in their choice of spirits and this is having an encouraging effect on the success of the premium blended whisky category,” said Nick Temperley, head of reserve brands for Diageo GB.
“By updating the Johnnie Walker range at this key time, we are able to provide our customers with an exciting opportunity to maximise sales and provide a compelling choice of whiskies at diverse price points to meet the evolving tastes of our consumers.”
Johnnie Walker Platinum Label
Johnnie Walker Platinum Label is a blend of malt and grain whiskies that has been matured for a minimum of 18 years. Created by the brand’s master blender Jim Beverage, it is a smoky blend reflecting a strong, sweet Speyside style.
Beveridge explained: “Like the rare and precious metal after which it is named, Johnnie Walker Platinum Label is rich and refined - delivering the depth and complexity you would expect from a full-flavoured Johnnie Walker blend. It is a sophisticated Scotch, crafted from some of our most treasured whiskies for the evolving tastes of today’s global whisky consumer.”
Johnnie Walker Platinum Label will be positioned between Johnnie Walker Gold Label Reserve and Johnnie Walker Blue Label. It will retail at an RRP of £69.99 for a 70cl bottle.
Johnnie Walker Gold Label Reserve
Inspired by the 190-year lineage of the Johnnie Walker brand, Beveridge personally crafted Johnnie Walker Gold Label Reserve, creating a bold, confident blended Scotch whisky, ideal for sharing at celebratory occasions.
Johnnie Walker Gold Label Reserve will be positioned between Johnnie Walker Black Label and Johnnie Walker Platinum Label. It will retail at an RRP of £39.99 for a 70cl bottle.
The full Johnnie Walker range is available to the on-trade across the UK and includes Red Label, Black Label, Gold Label Reserve, Platinum Label and Blue Label
Diageo has a collection of beverage alcohol brands across spirits, beer and wine. The brands include Johnnie Walker, Crown Royal, JεB, Windsor, Buchanan’s and Bushmills whiskies, Smirnoff, Cîroc and Ketel One vodkas, Baileys, Captain Morgan, Jose Cuervo, Tanqueray and Guinness. For more information, visit www.diageo.com.