Johnnie Walker has unveiled a new luxury Scotch whisky exclusively in global travel retail (GTR), Johnnie Walker Blue Label Xordinaire.
Johnnie Walker Blue Label Xordinaire was created using only 1 in 10,000 casks from the Johnnie Walker reserves of aged Scotch from across Scotland. Finished in former French XO Cognac casks, this Scotch offers all the depth of flavor one would expect from Johnnie Walker Blue Label, but with an inherent smoothness and sweetness.
On the nose, the whisky bursts with luxurious notes of dried fruit, toasted toffee, and sun ripened black cherry. The palate offers a symphony of bright orchard fruits, which gracefully intermingle with a velvety smoothness. The delicate whispers of peach and gentle spice surge forth on the finish, adding layers of complexity. The brand recommends enjoying neat after dinner paired with a piece of chocolate.
The travel retail exclusive is now available at Singapore’s Changi Airport in Terminal 1, and will head to other major imports in the coming months, including Paris, London, Dubai, Taiwan, and Hainan. The activation in Changi, inspired by a Parisian hotel, features a unique elevator experience. Travelers are invited to enter the elevator to explore the Johnnie Walker Blue Label Xordinaire world before being directed to the sample bar, where they will open the digital guest book for an immersive tasting with a bespoke chocolate pairing created by renowned French chocolatier Arnaud Larher and Johnnie Walker. Passengers can then purchase a bottle of Blue Label Xordinaire and explore the luxury gifting and personalisation station, including a personalized luggage tag.
“Johnnie Walker Blue Label Xordinaire represents a new variant for the Johnnie Walker Blue Label house, it is our biggest global launch in Travel Retail ever,” commented Andrew Cowan, Managing Director, Diageo Global Travel. “And, of course, Travel Retail was the original launch place of Johnnie Walker Blue Label just over 30 years ago. Our vision is to confirm and enhance Blue Label’s position as an enduring icon of luxury, expanding its allure by welcoming spirits enthusiasts of all kinds into the world of Johnnie Walker. By introducing this exciting new expression of Blue Label, we have created a global travel exclusive that caters to aficionados seeking exclusivity as well as for those searching for something with a sweeter and smoother flavor profile.”
Johnnie Walker Blue Label Xordinaire is now a permanent part of the Johnnie Walker portfolio of Blended Scotch Whiskies produced in limited quantities.
Johnnie Walker Master Blender Emma Walker says: “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. A sumptuously smooth Scotch with a soft spice after-taste, Johnnie Walker Blue Label Xordinaire truly is an exuberance to be shared.”
Bottled at 40% ABV, Blue Label Xordinaire is available across key airports across the globe for £335 ($399 USD) for a 1L bottle. For more information, head over to the brand’s official website.
In June, Johnnie Walker unveiled the latest expansion in its exclusive Blue Label “Cities” edition bottles, Texas.