Diageo’s Johnnie Walker House has launched Johnnie Walker Blue Label The Casks Edition, a Scotch whisky and bottle design available exclusively through Singapore Airlines. The ‘richer and more intense’ Johnnie Walker Blue Label The Casks Edition is a higher strength whisky than the main line liquid, and is bottled at 55.8% ABV.
Johnnie Walker House, the ‘international network of luxury whisky embassies’, paired the whisky with a new bottle design based on the airline’s cabin crew uniform.
The ‘Singapore Girl’ wears a sarong kebaya, designed by French couturier Pierre Balmain in 1968. The same shade of blue is used on the Johnnie Walker Blue Label The Casks Edition bottle design, which also features the airline’s signature batik print etched in silver.
“It brings us great pleasure to work with Singapore Airlines, a company that shares our appreciation for the contemporary but at the same time, a great respect for heritage and progress,” said Lawrence Law, global general manager for Johnnie Walker House.
“This partnership with Singapore Airlines provides an opportunity for consumers to buy a product that they cannot find anywhere else – an example of our continuing commitment to bringing our most successful innovations to consumers within the world of travel.”
Mr Foo Chai Woo, Singapore Airlines divisional vice president sales and marketing added: “We are proud to be able to exclusively offer our customers the opportunity to purchase this special release in-flight via Singapore Airlines KrisShop. Having our Singapore Girl’s signature sarong kebaya batik motif reproduced on the bottle of the world’s leading luxury Blended Scotch Whisky is an honour and we are thrilled to have been selected as the first Johnnie Walker House airline partner.”
Concessionnaire DFASS’s John Garner, president Asia and Middle East, said: “We are delighted to bring this exclusive Johnnie Walker Blue Label offering to KrisShop, for Singapore Airlines passengers. This has been a fantastic collaboration with all three parties actively involved from early ideation to getting it in-flight.
“We believe that through this strong partnership, we will be able to provide more innovative offerings to Singapore Airlines and their passengers alike.”
Johnnie Walker Blue Label The Casks Edition is available to purchase through Singapore Airline’s inflight retail store, KrisShop, from 1 December. Customers can pre-order via www.krisshop.com/JW.
The whisky carries an RRSP of S$378 (US$270) for the 75cl bottle.
Diageo’s partnership with Singapore airlines follows the publication of Generation Research data which shows that the global inflight retail market declined 6.7% in the first half of 2015.