Johnnie Walker launches sweeter whisky to keep up with evolving market
The Scotch Whisky brand has launched Johnnie Walker Blonde, designed to keep up with “a change in who’s ordering whisky, and how they’re drinking it”, says brand ambassador Tim Philips-Johansson.
The Diageo-owned brand has announced the global launch of Johnnie Walker Blonde, following its introduction via launch programme in 2021 across cities in Brazil, Mexico, the US, Bulgaria, Germany and Thailand.
The new serve was described as a”more accessible” style of Scotch created to encourage new drinkers to the category in a press release put out by the brand.
Johnnie Walker Blonde, formally known as Johnnie Blonde during its launch programme, was developed by whisky maker George Harper, and led by Johnnie Walker master blender Emma Walker.
Harper said while the new serve has the “depth of flavour that Scotch fans expect” the added “sweeter, smoother flavours make it the perfect choice for people looking for something new”.
“Johnnie Walker Blonde is one of the most versatile whiskies that our small team of expert whisky makers has ever made,” he added.
Scotch from Cameronbridge has been blended with fruitier whiskies from Cardhu, which have been matured in American oak to add sweet toffee and caramel notes, brought together with fresh, fruit flavours from across Scotland.
“This has allowed us to push the brightness and vibrancy of this Scotch further than ever before,” Harper said.
Tim Philips-Johansson, bartender and Johnnie Walker global brand ambassador, added: “In bars all around the world, we’ve noticed a shift – a change in who’s ordering whisky, and how they’re drinking it.
“Johnnie Walker has led this change in Scotch for years, and Johnnie Walker Blonde takes what people can do with Scotch one step forward. The versatility and the vibrancy of this whisky is what I’m most excited about.”
In other news, it is estimated that 1.38 billion bottles of Scotch whisky were exported around the world last year – we bring you the 10 biggest markets for the spirit by volume. Read more here.