Johnnie Walker Vault opens the door to a new era of luxury Scotch whisky.
Johnnie Walker officially launches Johnnie Walker Vault, a new global luxury platform based on blending artistry, bringing together bespoke blends, collaborations with cultural icons and luxury experiences under one visionary banner
Johnnie Walker
Johnnie Walker
Johnnie Walker, the world's leading Scotch whisky[1], announces the global launch of Johnnie Walker Vault, the brand's most ambitious expression of blending artistry to date, marking the next chapter in luxury spirits.
At the heart of the new platform is the artistry of Johnnie Walker Master Blender, Dr. Emma Walker, and her craft of telling personal stories from a carefully curated selection of exceptionally rare whiskies. She has mastered the craft passed down through the centuries and works in a hidden creative 'atelier' deep beneath Johnnie Walker Princes Street in Edinburgh. The Johnnie Walker Vault houses a selection of 500 whiskies at any one time from our rare, aged and ghost casks, personally curated and rotated by Dr. Walker to showcase the best of the 10 million casks of Scotch available to her as Master Blender.
The Johnnie Walker Vault will bring his unparalleled creativity and craftsmanship to life through rare products, experiences and collaborations.
Personalized private blend experience
As part of a newly launched private blend experience, Dr. Walker will personally create unique, bespoke blends for a select few by hand-selecting meaningful expressions from the invitation-only physical space of the Johnnie Walker Vault and crafting them into deeply layered blends. Each blend is tailored to the inspirations and individual tastes of their guests.
For the first time, this experience is being offered to the public, with packages starting from £50,000 that include a luxurious program deeply rooted in Scottish heritage. From a Michelin-starred dinner to a glamorous stay at the magnificent Gleneagles Hotel in Perthshire, the program is tailored to individual preferences and culminates in the bespoke tasting with Dr. Walker. Following the experience, guests receive their Private Blend in a crystal decanter handcrafted by artisans from the renowned French luxury house of Baccarat. This unique blend will also be held in the Johnnie Walker Vault archive to leave its own legacy alongside iconic whisky creations and enable future commissions.
Luxury collaborations
Later this year, Johnnie Walker Vault will also invite its first creative partner - a visionary couture fashion artist - to collaborate with Dr. Emma Walker on a limited edition collection. Further details will be announced in spring 2025.
Dr. Emma Walker, Johnnie Walker Master Blender, says: "Johnnie Walker Vault is our treasure chest. It's where I can curate and share our rarest and most exceptional Scotch whiskies to create unique blends that my guests will enjoy and showcase the art of blending at the heart of Johnnie Walker. This is a very special place for me, but it's also much more than just a physical place - it's a platform where I can translate very personal stories into beautiful, unique blends. I feel it's a real privilege to be involved in capturing and bottling these wonderful stories.
Julie Bramham, Managing Director of Diageo Luxury Group, added: "The Johnnie Walker Vault reflects our commitment to responding to the changing desires of luxury consumers and transforming luxury spirits through elevated personalization, unique experiences and exceptional products."
She continues: "Building on more than 200 years of pioneering craftsmanship, Johnnie Walker has redefined the blending of quality whisky for the modern connoisseur. Iconic blends such as Johnnie Walker Blue Label and Johnnie Walker Black Label have consistently demonstrated the brand's commitment to pushing the boundaries of Scotch whisky, and the Johnnie Walker Vault will now continue this legacy. This is an exciting day for luxury Scotch whisky as we officially launch the Johnnie Walker Vault to a global audience."
Note: This article has been translated using a computer system without human intervention. LUMITOS offers these automatic translations to present a wider range of current news. Since this article has been translated with automatic translation, it is possible that it contains errors in vocabulary, syntax or grammar. The original article in German can be found here.
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