Netflix’s Squid Game Partners With Johnnie Walker
A partnership between Johnnie Walker Scotch whisky and Netflix is partnering to allow Squid Game fans 21+ and whisky enthusiasts alike to choose their favorite player as part of the highly anticipated return of the critically acclaimed series.
Squid Game’s partnership continues Johnnie Walker’s partnership program launched last month at the 76th Emmy Awards. The brand continues to redefine whisky’s impact across cultural spheres.
Notably, there will be a limited-edition design of Johnnie Walker Black Label packaging with numbers from 001-456 which represent the number of players in the series. This design is a combination of digital and conventional printing technologies which makes this collection truly unique.
Johnnie Walker Collaborates With Squid Game
An iconic Johnnie Walker Striding Man logo now adorns the tracksuit as a symbol of the partnership between the brand and the Squid Game. The brand’s label features a custom fabric pattern varnish to simulate the texture of the show’s green tracksuit.
Upon release on October 1st and while supplies last, these randomized numbered bottles are not only the perfect holiday gift but also a collectible treasure for adult Squid Game fans and whisky enthusiasts. On December 26, 2024, Netflix and Johnnie Walker will kick off the partnership with a Times Square takeover at 4:56 p.m. They will encourage fans over 21 to get excited about their collaboration.
“This partnership brings together two global icons, the world’s number one Scotch whisky and the worldwide TV phenomenon of Netflix’s Squid Game. Our loyal fanbases are going to be thrilled by the element of discovery with our collectible, limited-edition bottle design that allows them to get close to the action,” says Josh Dean, Vice President of Johnnie Walker, Diageo North America.
“At Johnnie Walker, we’re continuing to reimagine how whisky can be enjoyed through unique and creative experiences, partnerships, and occasions.”
“Squid Game fans are highly anticipating the show’s return. To give them something really special and unexpected, in collaboration with Johnnie Walker, we dressed the iconic Striding Man in the show’s classic green tracksuit. Through our partnership, we’ve taken the series from the screen to the shelf, to the streets, even surprising fans in Times Square with an opportunity to play a game featured on Squid Game,” said Magno Herran, Vice President of Global Brand & Partner Marketing at Netflix.
“This excellent integrated experience also includes promotion of the campaign on Netflix’s ad-supported plan, so our members can pick up the perfect pairing of Johnnie Walker and Netflix for the series release this December.”
