In the world of fine whisky, innovation and tradition often intertwine to create something truly extraordinary. Johnnie Walker, a brand synonymous with unrivalled Scotch whisky, has once again set a benchmark for luxury and exclusivity with the launch of Johnnie Walker Blue Label Xordinaire. This innovative whisky is a testament to the brand’s commitment to flavour, rarity, and heritage, offering a unique taste experience that’s now exclusively available to discerning travellers and can only be found in travel retail stores in airports, in the air and at sea.
The creation of Blue Label Xordinaire stands as a testament to the brand’s legacy, utilising only the rarest 1 in 10,000 casks from Johnnie Walker’s unparalleled reserves of aged Scotch. This blend, enriched by the finest Scotch whiskies finished in hand-selected XO Cognac casks, offers a depth of flavour characteristic of Johnnie Walker Blue Label, yet introduces an inherent smoothness and sweetness, with a vibrant profile bursting with notes of dried fruit, toasted toffee, and sun-ripened black cherry and culminating in an extraordinary finish.
The launch event, held at The Sanya Edition Hotel, transformed the venue into a Parisian-style boutique hotel, the ‘Xordinaire hotel experience’, welcoming media from across Asia. It was a convergence of luxury and culture, with 50 guests including senior editors, influencers, and members of the Diageo Global Travel management team, all gathered to celebrate this travel retail exclusive. The event was segmented into three immersive experiences – The Connection of the Two Worlds, The Art of Blending, and The Sensory Journey, each designed to introduce attendees to the exceptional qualities of the Johnnie Walker Blue Label Xordinaire through innovative, tech-driven experiences, sensory table experiences, and a gala dinner paired with gourmet dishes.
Johnnie Walker Blue Label was introduced over thirty years ago as a travel retail exclusive. Today, it’s celebrated globally as a symbol of rare luxury and craftsmanship. Xordinaire, following in these prestigious footsteps, has been announced as a new travel retail exclusive with immersive airport experiences around the world, including in cities like Singapore, Paris, London, Dubai, and Taiwan, heralding a new chapter in Blue Label history.
Airport activations, draw inspiration from French boutique hotels and feature a unique elevator experience leading to a sample bar where travellers can explore the story behind Blue Label Xordinaire. Here, you are offered a chance to taste the whisky, paired with bespoke chocolates created in partnership with renowned French chocolatier, Arnaud Larher. This immersive tasting experience, is complemented by luxury gifting and personalisation options, including a personalised luggage tag, inviting you to indulge in the sumptuous world of Johnnie Walker Blue Label Xordinaire.
Johnnie Walker Blue Label Xordinaire, now a permanent addition to the brand’s portfolio of Blended Scotch Whiskies, is produced in limited quantities and meticulously blended in small batches. Bottled at an ABV of 40%, it is available across key airports globally at an RRP of £335/$399 for a 1L bottle, offering a rare opportunity to savour the extraordinary in the world of luxury spirits.
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