JOHNNIE WALKER AND LUXURY SKIWEAR BRAND PERFECT MOMENT LAUNCH JOHNNIE WALKER BLUE LABEL ICE CHALET - THE PERFECT ACCESSORY TO MARK YOUR ARRIVAL AT LUXURY APRÈS SKI - THROUGH A CAMPAIGN STARRING PRIYANKA CHOPRA JONAS
Johnnie Walker, the world's leading Scotch Whisky, has unveiled the -edition Johnnie Walker Blue Label Ice Chalet in collaboration with luxury skiwear brand Perfect Moment. The launch features actress Priyanka Chopra Jonas as ambassador and showcases a new blend crafted by Master Blender Emma Walker. The product combines Johnnie Walker's iconic square bottle with Perfect Moment's star logo and houndstooth pattern, presented in a deep blue bottle with a bespoke bottle bag that transforms into a reversible crossbody bag.
The collaboration also includes a capsule skiwear collection by Perfect Moment, inspired by the Ice Chalet design. The new blend features whiskies from Scotland's highest elevation distilleries, creating a velvety-smooth whisky with notes of salted honey, cacao, and soft malt. The release will be showcased at global events, starting in London and New York in October, with consumer experiences in luxury Après Ski locations from January. The product will be available globally from October 14th, 2024.
Johnnie Walker, il leader mondiale nel whisky scozzese, ha presentato l'-edizione Johnnie Walker Blue Label Ice Chalet in collaborazione con il marchio di abbigliamento da sci di lusso Perfect Moment. Il lancio vede l'attrice Priyanka Chopra Jonas come ambasciatrice e mette in mostra un nuovo blend creato dalla Master Blender Emma Walker. Il prodotto combina l'iconica bottiglia quadrata di Johnnie Walker con il logo stellato di Perfect Moment e il motivo houndstooth, presentato in una bottiglia blu profondo con una borsa personalizzata per la bottiglia che si trasforma in una borsa a tracolla reversibile.
La collaborazione include anche una collezione capsule di abbigliamento da sci di Perfect Moment, ispirata al design dell'Ice Chalet. Il nuovo blend presenta whisky provenienti dalle distillerie situate ad altitudini elevate in Scozia, creando un whisky vellutato con note di miele salato, cacao e malto morbido. Il lancio sarà presentato in eventi globali, a partire da Londra e New York in ottobre, con esperienze per i consumatori in lussuose località Après Ski da gennaio. Il prodotto sarà disponibile a livello globale dal 14 ottobre 2024.
Johnnie Walker, el líder mundial en whisky escocés, ha presentado la -edición Johnnie Walker Blue Label Ice Chalet en colaboración con la marca de ropa de esquí de lujo Perfect Moment. El lanzamiento cuenta con la actriz Priyanka Chopra Jonas como embajadora y muestra una nueva mezcla elaborada por la Master Blender Emma Walker. El producto combina la icónica botella cuadrada de Johnnie Walker con el logo estelar de Perfect Moment y el patrón de pata de gallo, presentado en una botella azul profunda con una bolsa personalizada para la botella que se transforma en una bolsa de crossbody reversible.
La colaboración también incluye una colección cápsula de ropa de esquí de Perfect Moment, inspirada en el diseño del Ice Chalet. La nueva mezcla presenta whiskies de las destilerías de mayor altitud de Escocia, creando un whisky suave y aterciopelado con notas de miel salada, cacao y malta suave. El lanzamiento se mostrará en eventos globales, comenzando en Londres y Nueva York en octubre, con experiencias para consumidores en lujosas ubicaciones de Après Ski a partir de enero. El producto estará disponible a nivel mundial a partir del 14 de octubre de 2024.
세계 최고의 스카치 위스키인 존니 워커가 고급 스키웨어 브랜드인 퍼펙트 모먼트와 협력하여 -에디션 존니 워커 블루 레이블 아이스 샬레를 공개했습니다. 이번 출시에서는 배우 프리얀카 초프라 조나스가 앰버서더로 나서며, 마스터 블렌더 엠마 워커가 제작한 새로운 블렌드를 선보입니다. 이 제품은 존니 워커의 아이코닉한 사각병과 퍼펙트 모먼트의 스타 로고, 하운드투스 패턴을 결합하여, 리버서블 크로스바디 백으로 변형되는 맞춤형 병 가방과 함께 깊은 파란색 병으로 제공됩니다.
이번 협업은 아이스 샬레 디자인에서 영감을 받은 퍼펙트 모먼트의 캡슐 스키웨어 컬렉션도 포함되어 있습니다. 새로운 블렌드는 스코틀랜드의 고산지대 증류소에서 제조된 위스키를 특징으로 하여, 소금이 가미된 꿀, 카카오 및 부드러운 맥아의 노트를 가진 부드러운 질감의 위스키를 만들어냅니다. 이 출시는 10월부터 런던과 뉴욕에서 시작되는 글로벌 이벤트에서 선보일 예정이며, 1월부터는 고급 아프레 스키 장소에서 소비자 경험이 제공됩니다. 이 제품은 2024년 10월 14일부터 전 세계에서 구입할 수 있습니다.
Johnnie Walker, le leader mondial du whisky écossais, a dévoilé l'-édition Johnnie Walker Blue Label Ice Chalet en collaboration avec la marque de vêtements de ski de luxe Perfect Moment. Le lancement présente l'actrice Priyanka Chopra Jonas comme ambassadrice et met en avant un nouveau mélange élaboré par la Master Blender Emma Walker. Le produit combine la bouteille carrée emblématique de Johnnie Walker avec le logo étoilé de Perfect Moment et un motif pied-de-poule, présenté dans une bouteille bleu profond avec une sacoche sur mesure qui se transforme en sac à bandoulière réversible.
La collaboration comprend également une collection capsule de ski de Perfect Moment, inspirée par le design de l'Ice Chalet. Le nouveau mélange propose des whisky provenant des distilleries les plus élevées d'Écosse, créant un whisky au goût velouté avec des notes de miel salé, de cacao et de malte doux. Le lancement sera présenté lors d'événements mondiaux, commençant par Londres et New York en octobre, avec des expériences consommateurs dans des stations de ski de luxe à partir de janvier. Le produit sera disponible à l'échelle mondiale à partir du 14 octobre 2024.
Johnnie Walker, der weltweit führende Scotch Whisky, hat die -Edition Johnnie Walker Blue Label Ice Chalet in Zusammenarbeit mit der Luxus-Ski-Mode-Marke Perfect Moment vorgestellt. Der Launch sieht die Schauspielerin Priyanka Chopra Jonas als Botschafterin vor und präsentiert eine neue Mischung, die von Master Blender Emma Walker kreiert wurde. Das Produkt kombiniert die ikonische quadratische Flasche von Johnnie Walker mit dem Sternlogo von Perfect Moment und einem Houndstooth-Muster, präsentiert in einer tiefblauen Flasche mit einer maßgeschneiderten Flasche, die sich in eine umkehrbare Umhängetasche verwandelt.
Die Zusammenarbeit umfasst auch eine Kapsel-Skiwear-Kollektion von Perfect Moment, inspiriert vom Design des Ice Chalet. Die neue Mischung enthält Whiskys aus den höchstgelegenen Destillerien Schottlands und schafft einen samtig-weichen Whisky mit Noten von gesalzenem Honig, Kakao und weichem Malz. Der Release wird bei globalen Veranstaltungen vorgestellt, beginnend mit London und New York im Oktober, mit Verbraucher-Erlebnissen an luxuriösen Après-Ski-Standorten ab Januar. Das Produkt wird ab 14. Oktober 2024 weltweit erhältlich sein.
- Collaboration with luxury skiwear brand Perfect Moment may enhance brand image and reach new market segments
- -edition release could drive demand and potentially increase sales
- Global launch events and consumer experiences may boost brand visibility and engagement
- New blend featuring high-elevation Scottish whiskies may appeal to whisky enthusiasts and collectors
- None.
Insights
This collaboration between Johnnie Walker and Perfect Moment represents a strategic move into the growing luxury après-ski market. With the global ski market valued at
The -edition Johnnie Walker Blue Label Ice Chalet targets high-end consumers, combining luxury whisky with fashion-forward skiwear. This cross-industry partnership could help both brands expand their customer base and increase brand visibility in the luxury segment. The involvement of celebrity Priyanka Chopra Jonas adds star power and potential for increased media attention.
However, the impact on Diageo's (DEO) overall financial performance may be due to the niche nature of this product. While it could boost brand prestige and potentially drive sales in the ultra-premium whisky category, it's unlikely to significantly move the needle for a company of Diageo's size in the short term.
From a financial perspective, this collaboration aligns with Diageo's strategy to premiumize its portfolio and capture higher-margin sales. The luxury spirits market has shown resilience and growth, even in challenging economic conditions, making it an attractive segment for expansion.
While specific revenue projections for this edition are not provided, premium and super-premium spirits typically offer higher profit margins. This initiative could potentially contribute to improving Diageo's overall margin mix, albeit likely on a small scale given the nature of the release.
Investors should note that such collaborations, while not immediately impactful to the bottom line of a
The new Johnnie Walker expression sees the whisky brand's iconic square shape meet Perfect Moment's bold star logo and houndstooth pattern, in a striking deep blue bottle and a bespoke bottle bag that transforms into a stylish, reversible crossbody bag, after removing the bottle. To celebrate the partnership, Perfect Moment is launching the capsule skiwear collection for both women and men, featuring coordinating designs, which has been inspired by the Johnnie Walker Blue Label Ice Chalet design.
Speaking of the collaboration, actress and producer Priyanka Chopra Jonas says: "The quintessential après-ski moment embodies the fusion of great fashion and good friends, ideally accompanied by an exceptional drink. Johnnie Walker Blue Label Ice Chalet captures this essence perfectly, with a nod to the freshness of the mountains and a crossbody bag that looks as good on the snowy slopes as it does by the fireside."
Building on Johnnie Walker Blue Label's commitment to partnering with luxury pioneers who shape culture through their craft, Perfect Moment, founded in
Jane Gottschalk, Co-Founder & Creative Director at Perfect Moment, added: "I'm thrilled to unveil our collaboration with Johnnie Walker for the Blue Label Ice Chalet bottle and Perfect Moment bag. Our goal was to capture the essence of the après-ski experience with a focus on luxury and meticulous attention to detail. Staying true to our brand's DNA, we've highlighted our iconic North star motif, our brand's icon. This collaboration embodies the spirit of creating memorable moments, seamlessly transitioning from the slopes to the city, and reflecting the evolution of Perfect Moment as a leader in fashion-forward, high-performance design."
Johnnie Walker Blue Label is an icon of modern luxury, handcrafted in small batches using skills and techniques reserved only for whiskies of the highest quality, to guarantee exceptional depth of flavor. Inspired by après-ski with friends, Johnnie Walker Blue Label Ice Chalet blends whiskies from distilleries at the highest elevations in
João Matos, Johnnie Walker's Global Marketing and Innovation Director adds: "Luxury Après Ski has surged in popularity in recent years*, marking a transition from slopes to socializing that has opened the door to a new occasion. These moments already feel special, but we wanted to elevate them further by creating a Scotch whisky specifically blended to be enjoyed during 'Blue Hour'. Collaborating with Perfect Moment and Priyanka has enabled us to perfectly blend the worlds of Après Ski and fashion to create an unmatched luxury experience."
The new limited release will be showcased at a series of global events, starting with a launch in
Johnnie Walker Blue Label Ice Chalet and crossbody bag will be available to buy both online and in select stores globally from October 14th 2024.
*The global ski market, which includes Après Ski was valued at approximately
About Johnnie Walker:
Johnnie Walker is the world's number 1 Scotch Whisky brand* (IWSR 2023) & the world's number one International Spirits Brand* (IWSR 2023 Relative Market Share), enjoyed by people in over 180 countries around the world. Since the time of its founder, John Walker, those who blend its whiskies have pursued flavor and quality above all else.
Today's range of award-winning whiskies includes Johnnie Walker Red Label, Blonde, Black Label, Double Black, Green Label, Gold Label Reserve, Aged 18 Years, and Blue Label. Together they account for over 22 million cases sold annually (IWSR, 2023). Johnnie Walker is also the number one best-selling Scotch and number one trending Scotch (Drinks International, 2024).
*By RSV 2023
About Diageo:
Diageo is a global leader in beverage alcohol with an outstanding collection of brands including Johnnie Walker, Crown Royal, J&B,
Diageo is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange (DEO) and our products are sold in more than 180 countries around the world. For more information about Diageo, our people, our brands, and performance, visit us at www.diageo.com. Visit Diageo's global responsible drinking resource, www.DRINKiQ.com, for information, initiatives, and ways to share best practice.
About Perfect Moment:
Founded in 1984, in the mountains of
Initially the vision of professional skier Thierry Donard, the brand was built on a sense of adventure for over 20 years. Donard, fueled by his personal experiences, was driven by a desire to create pieces that offered quality, style and performance, in the pursuit of every athlete's dream 'The Perfect Moment.'
In 2010 British-Swiss entrepreneurial couple Jane and Max Gottschalk took ownership of the brand. Under Jane's creative direction Perfect Moment was injected with a new style focus, one that reignited the spirit of the heritage brand, as such, the designs evolved into the distinct statement pieces synonymous with the brand as we know it today.
1 IWSR 2023 in value
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SOURCE DIAGEO
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