Johnnie Walker unveils Travellers’ Edition

Diageo Global Travel has launched a new limited edition Johnnie Walker bottle design exclusive to the travel retail sector – the Johnnie Walker Gold Label Reserve Exclusive Travellers’ Edition.

Aimed at the festive gift market, the bottle is embossed with an image of the world map, and also features gold-coloured, metallic coating which, according to Diageo, serves to emphasise the super-premium, golden cues of the liquid.

The exclusive edition will be available for a limited time from travel retail outlets worldwide where Johnnie Walker Gold Label Reserve is already stocked. It will be available in time for key festive occasions such as Christmas, New Year’s Day and Chinese New Year in February.

Diageo Global Travel and Middle East marketing director Peter Fairbrother said: “We have created this limited edition bottle design exclusively for our travel retail partners in the run-up to the key festive gifting moments.

“Johnnie Walker Gold Label Reserve Exclusive Travellers’ Edition serves to highlight our commitment to provide differentiated premium products for the travel retail channel and we are positive that the luxurious world map design captures the imagination of travellers seeking gifts that celebrate journeys.”

Johnnie Walker master blender and creator of the Travellers’ Edition, Jim Beveridge, suggests savouring Johnnie Walker Gold Label Reserve in a tall glass with crushed ice and a slice of orange, “to really bring out each layer of flavour”.

The recommended retail sale price for 1L will be US$68, £48, €58 or AUD88.