Johnnie Walker Blue’s bottles redone with classy makeover(1)
‘Johnnie Walker Blue is best to enjoy straight. Do not mix Johnnie Walker Blue with anything.’
Benjamin Farlow
JEJU - Diageo Korea, famous for distributing Windsor, Johnnie Walker, Smirnoff and Guinness here, unveiled a new bottle for Johnnie Walker Blue Label last Saturday on Jeju Island, where the Johnnie Walker-sponsored golf tournament was also taking place.
Johnnie Walker is the most widely distributed brand of blended Scotch whiskey in the world. It’s sold in almost every country and has yearly sales of over 130 million bottles.
According to the company, the redesign of the Johnnie Walker Blue Label commemorates the Old Highland Whisky created in 1867 by Alexander Walker, son of Johnnie Walker, and targets big-spending consumers. It also has a lower alcohol content of 40 percent, down from 43 percent, Diageo Korea said.
In an interview with the Korea JoongAng Daily, Benjamin Farlow, Diageo Korea’s marketing director, said Korea has been a critical market and there is plenty of room to grow.
Q. Why is now the right time to relaunch the Johnnie Walker Blue Label bottle?
A. With the economy bouncing back, it’s a great time to relaunch the brand. More consumers are interested in brands than ever before. They’re looking to understand what they stand for, what they represent, and they’re choosing brands based on what they want to associate with. Brands reflect the person that they want to be. Consumers are more and more trading off to premium brands in many categories, not just alcohol. Johnnie Walker Blue in so many ways it is a piece of art. If you ask most scholars, give me most premium superlux brands in the world for any category and industry, often you’ll see Johnnie Walker Blue put on table or mentioned. So the new bottle, I think, represents top of character that the brand deserves.
When will the new bottle hit store shelves in Korea?
It will be launched on Sept. 1. It will be available in all key affluent bars and outlets across Korea. A 750 ml bottle will be 217,514 won ($203).
How is the new bottle different from the existing one?
The four corners have greater edging and more blue glass. What we’ve done with the labeling of the bottle is create a more contemporary design, while still respecting the character and craftsmanship .?.?. Even though you have more glass, light, edging, you also have a contemporary mix with traditional character. And that creates a beautiful bottle.
How significant is Diageo Korea in a global context?
It’s the world’s largest superlux whiskey market. Within the Asia-Pacific region, it’s the highest valued market for Diageo.
