Diageo has revealed the Johnnie Walker Vault, a platform comprising a collection of rare scotch whiskies and offers of “luxurious” experiences to consumers.
Situated in the cellar of the Johnnie Walker Princes Street tourist attraction in Edinburgh, the vault holds a collection of 500 whiskies from the “rare, aged and ghost casks” chosen by the brand’s master blender, Dr Emma Walker (below). Also featuring in the activation are experiences including a ‘Private Blend’ session with Walker along with “Michelin Star dining” and a stay at the Gleneagles Hotel in Perthshire.
The experiences start from GBP50,000 (US$64,600).
“The Johnnie Walker Vault reflects our commitment to the evolving desires of the luxury consumer and to transforming luxury spirits through elevated personalisation, unique experiences and exceptional products,” said Diageo Luxury Group MD Julie Bramham. “This is an exciting day for luxury scotch whisky as we officially launch Johnnie Walker Vault to a global audience.”
Last year, Diageo unveiled 250 paper-based bottles for Walker’s Black Label expression that were stocked behind the bar at the brand’s Princes Street site in Edinburgh.
One month earlier, the brand owner announced the “world’s lightest whisky glass bottle”, also for Walker, although the 180g pack is not yet in a position to be mass-produced.
