Diageo Launches Johnnie Walker Blue Label Xordinaire
Johnnie Walker Scotch whisky distillery has rolled out a limited edition whisky dubbed the Johnnie Walker Blue Label Xordinaire. The new expression was launched exclusively for the travel retail sector and will become a permanent release. The whisky was bottled from only 1 of 10,000 casks of the Johnnie Walker reserved aged stock.
Johnnie Walker Master Blender Emma Walker describes Johnnie Walker Blue Label Xordinaire as “an exuberance to be shared, a sumptuously smooth Scotch with a soft spice aftertaste. This is a luxurious and vibrant Scotch bursting with notes of dried fruit, toasted toffee, and sun-ripened black cherry. Bright orchard fruits shine through velvety smoothness, with flashes of peach and soft spice surging upward.”
Johnnie Walker Blue Label Xordinaire Asian Launch
In the Asia launch event, 50 guests enjoyed an ‘Xordinaire hotel experience’ at The Sanya Edition Hotel, Hainan. The organizers welcomed special guests to the show bent on introducing the new Johnnie Walker to key influencers, senior editors, and members of Diageo Global Travel.
Diageo Global Travel Managing Director, Andrew Cowan added: “Johnnie Walker Blue Label Xordinaire marks an exciting step forward in the story of Johnnie Walker Blue Label, and it represents our most significant worldwide launch in travel retail to date.
“Our goal is to enhance and confirm Johnnie Walker Blue Label a symbol of luxury that appeals to a wide range of spirit enthusiasts. With this new expression of the iconic Blue Label, we’ve crafted an offering that caters to both aficionados who seek exclusivity and those looking for a sweeter and smoother flavor experience. It is worth remembering that Blue Label was first created as an exclusive for travel retail over thirty years ago, so this is another moment of Blue Label history in the making.”
Johnnie Walker Blue Label Xordinaire is a relaunch and now a permanent part of the Johnnie Walker portfolio. ABV is 40%, and it is available for £335/$399 for a 1L bottle at key airports worldwide.