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Main » 2013 » November » 3 » JOHNNIE WALKER® BLUE LABEL™ Limited Edition Collection Designed by Alfred Dunhill Launches with the Premiere of "Celebrating a Journey Share
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JOHNNIE WALKER® BLUE LABEL™ Limited Edition Collection Designed by Alfred Dunhill Launches with the Premiere of "Celebrating a Journey Share
Luxury film draws parallels to the inspiration behind the Collection by bringing to life a shared journey to achieve the extraordinary

LONDON - Thursday, October 31st 2013 [ME NewsWire]

(BUSINESS WIRE) JOHNNIE WALKER® BLUE LABEL™ and Alfred Dunhill launched the JOHNNIE WALKER® BLUE LABEL™ Limited Edition Collection designed by Alfred Dunhill in conjunction with the première of "Celebrating a Journey Shared”, a film which portrays a memorable journey of two exceptional men – John Walker and Alfred Dunhill – from the bustling city of London to the highlands of Scotland. The two iconic British luxury houses also unveiled CelebratingAJourneyShared.com, a digital concept space that showcases the great craft traditions of dedication, rich heritage and commitment to quality behind this exclusive range of collectors’ items.

Inspired by the pioneering spirit of our founders, John Walker and Alfred Dunhill, and the brands that honour their vision today, the film captures special moments on the journey from London to Scotland and is a modern reinterpretation of what might have transpired between the two gentlemen should they have met in their lifetime. The result leaves viewers room to imagine how both John Walker and Alfred Dunhill would have interacted with each other considering the similar beliefs and philosophies that they share.

Bringing to life the same spirit, "Celebrating a Journey Shared” takes two exceptional men, adventurer Jason Lewis and craftsman Chris Tipper, on a memorable journey from London to Scotland. The story draws parallels to the unique feelings of achievement and accomplishment that Jason Lewis and Chris Tipper, Johnnie Walker and Alfred Dunhill share. Springing from the great British craft traditions of dedication and commitment to quality, both pairs were true to their heritage but set their eyes distinctly on the future.

Jason Lewis circumnavigated the globe, after 13 years of dedication and sheer willpower, with the help of Chris Tipper, who hand-built the paddle boat named ‘Moksha’ which they travelled in. From Alfred Dunhill’s home in London, to JOHNNIE WALKER®’s Drummuir Castle in Scotland, the film showcases the remarkable collaboration between two pioneers in a shared journey to achieve the extraordinary, visually blending the heritage and modernity of these purveyors of British luxury.

Aimed at extending the experience of the partnership between JOHNNIE WALKER® BLUE LABEL™ and Alfred Dunhill, CelebratingAJourneyShared.com shines the spotlight on different aspects of the collaboration and the collection – from the heritage of both brands and their craftsmanship to travelling in style with dunhill and how to create the perfect serve.

"Created by two purveyors of British luxury, this limited edition Collection is built on both brands’ shared values and pioneering heritage of quality craftsmanship,” said James Thompson, Managing Director, GLOBAL RESERVE, DIAGEO. "This film, with cues of luxury and masculine sophistication is our visual expression of this partnership and this Collection.”

The JOHNNIE WALKER® BLUE LABEL™ Limited Edition Collection designed by Alfred Dunhill features a limited edition design bottle and a Collector’s Trunk. The packaging of the exclusive bottle is stunningly put together with its interior evoking the contours of a map while its exterior speaking directly to dunhill's positioning as the British men's luxury brand using their brand signifier, 'Chassis', in their leather goods.

The JOHNNIE WALKER® BLUE LABEL™ Limited Edition Collection designed by Alfred Dunhill will be available through exclusive retailers.

To view the "Celebrating a Journey Shared” film and to relive the journey of John Walker and Alfred Dunhill, please visit the official JOHNNIE WALKER® BLUE LABEL™ Limited Edition Collection by Alfred Dunhill microsite: www.CelebratingAJourneyShared.com.


About JOHNNIE WALKER® BLUE LABEL™ Blended Scotch Whisky

JOHNNIE WALKER BLUE LABEL is one of the pinnacle offerings from JOHNNIE WALKER.

Only sublime, rare whiskies at the pinnacle of perfection are used in the blending of JOHNNIE WALKER BLUE LABEL, with only 1 in 10,000 casks containing whisky of sufficient character to deliver its remarkably smooth signature taste. Each is hand selected by the JOHNNIE WALKER Master Blender himself, part of an unbroken lineage of Master Blenders stretching back over 190 years - it is the ultimate expression of whisky making today and an remarkable achievement for the modern era.

Presented in individually numbered bottles, it is reminiscent of the 19th century style of whiskies. The Master Blender uses his decades of experience to select some of the rarest casks from the JOHNNIE WALKER reserves for their quality, character and flavour to create the powerful, complex, smooth character of BLUE LABEL. Using a relatively small number of whiskies requires incredible skill and exceptional liquids as each will play a significant contribution to the final result.

BLUE LABEL has a mellow, rounded nose, with a dry smokiness (a JOHNNIE WALKER signature flavour) mixing with raisin sweetness. It is best savoured with the palate cleansed and cooled by iced water. One sip reveals a velvety mouth-feel, then an explosion of flavour. At once you’ll discover hazelnuts, honey, rose petals, sherry and oranges. Subsequent sips reward you with more hidden secrets like kumquats, wispy aromatic smoke, sandalwood, tobacco, and dark chocolate.


Diageo is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, beer and wine. These brands include Johnnie Walker, Crown Royal, JεB, Windsor, Buchanan’s and Bushmills whiskies, Smirnoff, Cîroc and Ketel One vodkas, Baileys, Captain Morgan, Tanqueray and Guinness.

Diageo is a global company, with its products sold in more than 180 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands, and performance, visit us at www.diageo.com. For our global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit DRINKiQ.com.

Celebrating life, every day, everywhere.

The JOHNNIE WALKER and BLUE LABEL words, the Striding Figure device and associated logos are trademarks © John Walker & Sons 2013.

Photos/Multimedia Gallery Available: http://www.businesswire.com/multimedia/home/20131030005538/en/


For further press information please contact:


ANDRE CHONG, +65 876 4446

Head of Communications




CINDY LIM, +65 6347 2321






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