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Diageo’s blended whisky, Johnnie Walker, has launched a special limited edition of Blue Label Ultra, housed in the world’s most lightweight glass whisky bottle.
Johnnie Walker Blue Label Ultra : The Project
Johnnie Walker Blue Label Ultra results from five years of extensive experimentation with the goal of pushing ‘the boundaries of luxury, craft and innovation’ in the whisky industry. This ambitious project showcases the brand’s commitment to elevating the drinking experience and setting new standards in premium spirits.
Claiming to be the world’s lightest 700ml Scotch whisky glass bottle, the innovative format will be officially unveiled at the London Design Festival on Saturday 14 September; it is important to note that Johnnie Walker Blue Label is a valued partner of this prestigious event.
In addition to this exciting bottle launch, the brand has also collaborated with the creative designers at Marshmallow Laser Feast to craft a Landmark Project installation at the historic Old Selfridges Hotel in Marylebone. This installation is dedicated to celebrating the intricate design elements that embody the essence of Johnnie Walker Blue Label Ultra, further showcasing the brand’s dedication to artistry and craftsmanship.
Dr. Emma Walker, the esteemed master blender of the renowned Johnnie Walker brand, has recently crafted an exciting new expression of Johnnie Walker Blue Label specifically for this release. This ultra-premium blend showcases an exquisite combination of liquids sourced from celebrated distilleries, including the likes of Oban, Brora, and Royal Lochnagar. Additionally, it incorporates a range of ‘ghost whiskies’ which are unique expressions from distilleries that are no longer operational. These rare components not only enhance the complexity and richness of the blend but also pay homage to the long-standing history and heritage of whisky making in Scotland.
How Much Johnnie Walker Blue Label Ultra Cost
The special edition is limited to only 888 bottles, making it a highly exclusive offering. These unique bottles will be made available for sale in the year 2025, and they will be distributed in selected markets around the globe. The price point for each bottle will be set at £1,000, which is approximately equivalent to US$1,312 or ₹1,10,000.
Champion of the Lightweight Division
The limited edition bottle, which is the first of its kind, weighs in at an impressive 180g without its closure. This remarkable achievement not only establishes it as a lightweight champion but also surpasses the previous holder of this title by an astounding 118g.
The Johnnie Walker Blue Label Ultra bottle was innovatively developed by adopting a test-and-learn model that involved the intricacies of hand-blowing glass. This process allowed for a unique design that utilizes a teardrop shape, which, for the first time in the brand’s storied history, signifies a significant departure from the traditional square bottle design typically associated with Johnnie Walker.
This newly crafted bottle serves as an exemplary showcase of how luxury, lighter-weight, and lower-carbon bottles could evolve in the future. As part of the broader Diageo Spirit of Progress action plan, Johnnie Walker is on a mission to actively reduce the weight of glass used in its packaging. This ambitious initiative is aimed at significantly lessening the carbon emissions that are often linked with the packaging process.
Jennifer English, who serves as the global brand ambassador for Johnnie Walker, stated, “Johnnie Walker Blue Label Ultra is a truly progressive stride forward not only for Johnnie Walker but also for Diageo and the entire industry at large. When we first embarked on this journey to push the boundaries of luxury in beverage packaging, we were uncertain of what was achievable, but the outcome is a remarkable creation that many skeptics believed would not come to fruition.
“This new, lightweight bottle is a remarkable piece of exquisite beauty; however, more crucially, it illustrates the potential of what can be accomplished in terms of lightweight glass innovation. We are committed to continuing to apply the knowledge we have gained from this project across our entire product range, taking even more progressive strides as we collectively look toward the future of Scotch whiskey.”
Technology Not Widely Accessible On Large Scale As Of Now
The technology required for launching the lightweight bottles on a large scale is currently not available, and further developments are needed before it can be implemented broadly. However, after conducting extensive research over a span of five years, the brand has successfully secured a UK patent for its innovative approach. Additionally, it is offering a royalty-free licence to the patent, making it accessible to anyone around the globe who is interested in embracing and sharing this groundbreaking innovation.
The project’s chief, Jeremy Lindley, who serves as the global design director at Diageo, stated: “Johnnie Walker Blue Label Ultra originated from a brainstorming session that focused on the future of luxury. Observing how other sectors, like eyewear and high-performance cycling, are moving towards lighter options, we wondered if the luxury spirits market could embrace a similar approach.
“We presented our ideas to a team of skilled glass artisans, and through a comprehensive five-year experimentation process, we gradually learned how to craft graceful, lightweight glass. The technical difficulties associated with reducing weight led us to adopt various design and manufacturing specifications that we hadn’t anticipated at the beginning, including the necessity for a teardrop shape that still retains the iconic square silhouette of Johnnie Walker bottles, the inclusion of a protective cage for a rounded base, and the meticulous handcrafting and filling of each bottle to prevent damage during production.
“Instead of keeping this valuable knowledge to ourselves, we are thrilled to provide a royalty-free license to the global community for our UK patent. We believe our findings will positively influence the broader industry and inspire new advancements in lighter, more sustainable packaging solutions.”
Earlier this year, Johnnie Walker unveiled its inaugural personalized bottle experience powered by generative AI at its brand headquarters in Edinburgh.
Mayank Pandey
Mayank, a renowned author, delves into the intricate world of alcohol, blending his knowledge to writting. His captivating writings educate and entertain readers, solidifying his status as a sought-after voice in the spirits literature realm.
