In a major brand initiative, industry giants Diageo Global Travel and Dufry have teamed up to launch a retailer exclusive, Johnnie Walker Black Label Triple Cask Edition.
The limited-edition line extension will be solely available at Dufry, the world’s leading travel retailer, and will be distributed in over 300 stores worldwide from this month.
Johnnie Walker is the world’s leading Scotch whisky and the biggest-selling spirits brand in travel retail. “This new blend offers travellers one new flavour with triple the character,” said Diageo Global Travel.
The development of the blend, described as “rich, sweet and spicy” Scotch whisky, has been led by Johnnie Walker Master Blender Jim Beveridge and fellow blender Chris Clark.
The new expression has been crafted using a blend of malt and grain whiskies from distilleries such as Cardhu and Cameronbridge.
These have been matured in a combination of bourbon, Caribbean rum and Scotch whisky casks. “The result is a wonderfully rich Scotch with layers of sweet vanilla and ginger aromas, with notes of exotic fruit and brown sugars,” the company said.
Diageo Global Travel Commercial Director Europe & Middle East Roger Jackson said: “We’re excited to launch Johnnie Walker Black Label Triple Cask Edition as part of an exclusive partnership with one of our key global customers, Dufry. The team at Dufry have supported us in creating a number of inspiring in-store and digital experiences that I am confident whisky fans will love.”
Dufry Global Category Director Liquor, Confectionery & Tobacco Eduardo Heusi Pereira commented: “To have Johnnie Walker Black Label Triple Cask Edition exclusively available in Dufry stores is a marvellous addition to the portfolio of whiskies available in our stores.
“It offers whisky drinkers the opportunity to explore a lively expression of Johnnie Walker Black Label that would make a unique gift for travellers.
“This first of its kind partnership will see a full 360 global launch which includes headline sponsorship of our Dufry summer festivals, stand-out activations instore and the opportunity to reserve and collect online in advance. This will be a truly engaging experience for our customers.”
Johnnie Walker Triple casks will be available in Dufry stores in Europe in June, at a recommended price of £28 (US$37) for a one-litre bottle.
MARTIN MOODIE COMMENT: Collaborations don’t get much bigger than this, a partnership involving the sector’s retail giant, the biggest drinks supplier and the channel’s (and world’s) most popular spirits brand. This launch, arguably more than any other of Dufry’s burgeoning array of retailer exclusives in recent times, underlines the sheer clout the company now commands in the travel retail sector, in general, and within liquor in particular. Dufry is not simply getting first crack at the new line, but retaining exclusivity in the future. It’s the kind of relationship that CEO Julián Díaz, speaking at both of the last two years’ Trinity Forums, urged brand partners to develop with the company.
Johnnie Walker is arguably travel retail’s definitive global brand. Dufry is the closest the sector has ever had to a truly global retailer. The combination oozes strength. Triple strength, in fact.
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