Diageo has partnered with Indian fashion designer Rahul Mishra for the second ‘festive’ extension of Johnnie Walker’s Blue Label line.
Johnnie Walker Blue Label Indian Festive Blend is now on shelves in the US and the global travel retail channel with an SRP of GBP220 (US$291.10). The SKU will be available globally “in the next two weeks”, a Diageo spokesperson told Global Drinks Intel.
Alongside the launch, a global marketing campaign featuring Mishra went live today (30 September) in the UK and US, and is due to roll out in Canada and India later this week. Activations will include “exclusive experiences, immersive activations and curated celebrations that further explore the intersection of rare whisky craftsmanship, Indian culture and contemporary design”.
The new expression has been created to pair with Indian cuisine and, according to the brand owner, has flavours associated with the country’s gastronomy, including cardamom. The launch marks the second time Diageo has released a limited-edition pack for Walker with Mishra.
“For this year’s Indian Festive Blend, we wanted to create something that felt truly special for the moments that bring people together during the festive season,” said Diageo’s VP of scotch, Jamie Young. “By pairing a vibrant new design with a new blend of our exceptional whisky, this release celebrates the warmth of gathering, the generosity of gifting and joy the season brings, while honouring the communities and traditions that continue to shape it.”
The NPD activity lands as Diageo is in the midst of a 16-day strike at its Cameronbridge grain distillery in Scotland that began on Monday (28 September). Last week, the group said it it was “disappointed” by the proposed action and the subsequent potential for damage to its scotch production.
