Whisky Focus - Johnnie Walker Platinum Label

Diageo launch Johnnie Walker Platinum Label, the latest addition to the Johnnie Walker whisky range.

Johnnie Walker Platinum Label is the latest addition to Diageo's popular Johnnie Walker whisky range. This 18 year old blended whisky was first launched in November 2011 in India with Delhi Duty Free at Indira Gandhi International Airport. Now Diageo Global Travel and Middle East Americas (GTME) is set to launch the new addition to the Johnnie Walker range in the Americas, followed by a global roll-out in travel retail in the first half of 2012.

Johnnie Walker Platinum Label is inspired by the Walker family’s historic tradition of creating exclusive ‘private blends’, for favoured customers, directors of the company and ‘select private gatherings’. It was created by master blender, Jim Beveridge, for ‘increasingly sophisticated global consumers’ – or the ‘new whisky set’ as Diageo has called them.

So what is the new Platinum Label and where does it slot into the Johnnie Walker range? Gregorio Gutierrez, regional director, Diageo GTME Americas said: "Johnnie Walker Platinum Label is the richest, most precious, crafted 18 year old Blended Scotch Whisky John Walker & Sons has ever created – its price point reflects this.

"It is a thoroughly modern interpretation of the ‘private blends’ that our company has produced from the very beginning and is a contemporary blended scotch whisky that is perfect for exclusive occasions."

It is described as a ‘delicate smoky blend that embodies the characteristic full flavours of Johnnie Walker blended scotch whiskies reflecting a strong, sweet and elegant Speyside style’.

Johnnie Walker Platinum Label has an RRP of $86 for 75cl bottle and will sit towards the top end of the Johnnie Walker range.

The product will be available in 50cl / 70cl / 75cl and 1 litre formats.

So what does this mean for the existing Johnnie Walker Gold Label 18 year old which carries a similar price tag? We really don't know but if we find out we shall certainly let you know.
 

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