Connoisseurs, who more than enjoy a fine peg, will pledge their loyalty to Johnnie Walker. The label often introduces special editions for their patrons such as the Blue Label Collection by Porsche Design Studio and Johnnie Walker Explorers’ Club Collection’s Golden Route. But truly redefining uber luxury is their limited-edition 2012 Johnnie Walker Directors Blend which is a special launch for the brand’s friends and intends to celebrate people who leave a mark. Making it even more exclusive is the fact that it is not up for sale. Manchester-based company, LOVE has created its new label design, in which the dedication message comes is in focus and branding takes a backseat. The 504 individually numbered bottles will be gifted to the brand’s most esteemed friends only.
The limited-edition 2012 Johnnie Walker Directors Blend was inspired by their Keep Walking marketing campaign’s manifesto and salutes people who move forward no matter what, with the following toast:
“A TOAST to you who came from nothing, and made it mean something, who crossed the tracks, took the knocks and KEPT ON WALKING,” reads the label, finishing with the following words: “Here’s To Your Success. Here’s To You. You’ve Earned It.” It seems that Johnnie Walker uses the collectible bottle as a medium to communicate directly with the lucky recipients—it can be kept by “friends” as a perfect reminder of their past achievements.
“LOVE composed a series of poetic toasts in celebration of the character of those individuals who might receive a bottle. The labels have been created with an attention to detail and craftsmanship that reflects the quality of the whisky,” stated Gavin Pike, global brand director for Johnnie Walker at Diageo.
Let us know if you get a bottle.
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