Johnnie Walker Blue Label Ultra is Limited to 888 Bottles
Michael Hemsworth — September 14, 2024 — Lifestyle
References: johnniewalker & thespiritsbusiness
The Johnnie Walker 'Blue Label Ultra' has been created by the Diageo-owned brand as a new expression that puts ultralight packaging in the spotlight to identify how sustainability can be placed in the spotlight.
The spirit itself features expressions from "Oban, Brora, and Royal Lochnagar alongside ghost whiskies" from distilleries that have since gone defunct. The product is positioned by the spirit brand as having the lightest 700ml glass bottle on the market and weighs in at just 180 grams without its closure. The spirit is limited to 888 bottles and will be offered for purchase in 2025 for £1,000 in select markets.
Global Brand Ambassador Jennifer English spoke on the Johnnie Walker Blue Label Ultra saying, "Johnnie Walker Blue Label Ultra is a truly progressive stride forward for Johnnie Walker, Diageo, and the industry. We didn’t know what we were going to be able to achieve when we set out to push the boundaries of luxury, and the result is something that many said would not be possible."
The spirit itself features expressions from "Oban, Brora, and Royal Lochnagar alongside ghost whiskies" from distilleries that have since gone defunct. The product is positioned by the spirit brand as having the lightest 700ml glass bottle on the market and weighs in at just 180 grams without its closure. The spirit is limited to 888 bottles and will be offered for purchase in 2025 for £1,000 in select markets.
Global Brand Ambassador Jennifer English spoke on the Johnnie Walker Blue Label Ultra saying, "Johnnie Walker Blue Label Ultra is a truly progressive stride forward for Johnnie Walker, Diageo, and the industry. We didn’t know what we were going to be able to achieve when we set out to push the boundaries of luxury, and the result is something that many said would not be possible."
Trend Themes
1. Ultralight Packaging - The trend highlights advancements in reducing packaging weight, setting new industry standards for sustainability.
2. Limited-edition Luxury Spirits - This trend emphasizes the appeal of exclusive offerings in the luxury market, driving demand through scarcity and unique characteristics.
3. Heritage-inspired Blends - The blending of whiskies from defunct distilleries captures the authenticity and nostalgia, appealing to connoisseurs and collectors alike.
Industry Implications
1. Sustainable Packaging - This industry is innovating by creating lighter, more environmentally friendly materials that reduce transportation costs and carbon footprints.
2. Luxury Spirits - The high-end alcohol market is pushing boundaries with unique, limited releases that cater to affluent consumers looking for exclusive products.
3. Heritage Alcohol - The preservation and revival of historical spirits offer consumers a taste of the past, tapping into cultural and historical narratives.
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