Diageo has added a non-fungible token (NFT) aspect to the latest expression in the limited-edition ‘Ghost and Rare’ series from flagship blended Scotch brand Johnnie Walker.
The line extension, which uses liquid from closed distilleries in its blends, welcomes a new bottling this month, featuring whisky produced at the Port Dundas distillery that ceased production 12 years ago. Johnnie Walker Blue Label Ghost and Rare Port Dundas Master Set comprises 75 units that will be available through NFT marketplace BlockBar.com from 9 September.
Each of the 1-litre bottles will be bundled with a digital version along with 75 digital “art pieces” created by artist and photographer Ivona Tau. Costing US$775 each, the sets will be stored with BlockBar after purchase, with buyers able to “gift or resell” the NFT, which represents proof of ownership.
As well as whisky from Port Dundas, the new addition, the fifth in Blue Label’s Ghost and Rare series, also contains seven other single malts, including one each from the shuttered Cambus and Brora distilleries.
In late July, Diageo credited Johnnie Walker with having played a major role in driving its 21.4% sales rise in fiscal 2022: The brand posted a 34% leap in sales from the 12 months to the end of June on a volumes increase of 25%.
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