Johnnie Walker® Blue Label™ and Porsche Design Studio:
Iconic, visionary brands unveil collectors’ item Private Bar
The makers of JOHNNIE WALKER BLUE LABEL, the pinnacle of Blended Scotch Whisky from the House of Johnnie Walker, and Porsche Design Studio, one of world’s best known and select design houses, today unveiled an exclusive £100,000 made-to-order Private Bar designed to celebrate the perfect serve of JOHNNIE WALKER BLUE LABEL. Only 50 of these bespoke Private Bars, supreme expressions of craftsmanship and accomplishment, will be produced for sale worldwide.
The Private Bar, part of the JOHNNIE WALKER BLUE LABEL Collection by Porsche Design Studio1, is crafted from the finest materials and combines classic and contemporary design into a piece that exquisitely blends form and function.
Created by two iconic, visionary brands, sought after by men the world over and reflecting a shared commitment to heritage and modernity, the result is a stunning collectable piece of supreme quality. It is a statement of style and substance that provides the ultimate focal point to enjoy JOHNNIE WALKER BLUE LABEL and celebrate their achievements.
The JOHNNIE WALKER BLUE LABEL Private Bar will be revealed in markets across the globe through exclusive private auctions, invitation-only events and bespoke launches at key luxury retail outlets and premium bars from October.
Standing at over two metres tall and crafted from brushed stainless steel, natural shagreen leather and Australian lace wood, the JOHNNIE WALKER BLUE LABEL Private Bar has bold contemporary lines when completely closed and opens to reveal a warm, luxury interior, with beautifully fashioned detailing.
The bar uses state of the art motion sensors to activate its automated opening sequence, during which sections of the Private Bar effortlessly pivot and slide to display: a magnum of cask strength JOHNNIE WALKER BLUE LABEL with exterior detailing imagined by Porsche Design Studio; two bottles of JOHNNIE WALKER BLUE LABEL and four crystal glasses. They are presented on a subtly illuminated and precisely angled surface which sits at exactly 24 degrees, like the bottle’s label, and highlights the perfect serve of JOHNNIE WALKER BLUE LABEL. Once opened, pressing a discretely styled button reveals a hidden chilled compartment, which rises subtly out of the bar, to reveal a bespoke crystal ice bucket, stainless steel tongs, four further crystal glasses and a crystal jug of iced water.
Announcing the launch of the Private Bar, Rudy Paoli, Managing Director Diageo Reserve, said: “The JOHNNIE WALKER BLUE LABEL Private Bar is the result of a shared vision between two contemporary luxury brands. When you buy a product which has been designed by the Porsche Design Studio you know that you are celebrating a real moment of achievement – it is exactly the same with a bottle of JOHNNIE WALKER BLUE LABEL.”
Roland Heiler, Managing Director of Porsche Design Studio in Zell am See in Austria, said: “The Porsche Design Studio is renowned for its technical characteristics and we have used these to create a piece of design which commands a special status and is completely unique. The visible technologies are a mix of traditional and high-tech, and the kinematic motion used to unveil the bar’s precious contents, is a further expression of ongoing innovation.”
JOHNNIE WALKER ® BLUE LABEL™ PARTNERS WITH PORSCHE DESIGN STUDIO TO LAUNCH A LUXURIOUS NEW LIMITED EDITION COLLECTION
Luxury whisky JOHNNIE WALKER BLUE LABEL has partnered with Porsche Design Studio, one of the world’s most exclusive design houses, to create the Johnnie Walker® Blue Label™ Collection by Porsche Design Studio, designed to enable men to celebrate their achievements today. The partnership has created a series of exclusive pieces, inspired by the perfect serve of Johnnie Walker Blue Label, that are ideal for entertaining friends or colleagues and as a prestigious gift.
Bringing together two of the world’s most iconic and aspirational luxury brands renowned for modernity, luxury and supreme craftsmanship, the collection consists of “The Chiller” and “The Cube”, but is led by a made-to-order Johnnie Walker Blue Label Private Bar (price available on request). The pieces in the collection have been exquisitely made to blend function and aesthetics, uniquely presenting everything required for the perfect serve of Johnnie Walker Blue Label blended whisky.
Johnnie Walker Blue Label Collection by Porsche Design Studio
Inspired by the iconic label which sits at a perfect 24 degree angle on each bottle of Johnnie Walker, the Private Bar is crafted from brushed titanium with a luxurious leather interior, and features state of the art motion sensors which open through a perfect 180 degrees, revealing three bottles of Johnnie Walker Blue Label, four subtly illuminated crystal glasses and chilled water, essential for the perfect serve to cleanse the palate before tasting and to serve on the side.
The Chiller (RRP £240) holds a single bottle of Johnnie Walker Blue Label, encased in sophisticated dark blue leather and brushed titanium, whilst the top removes to function as an ice chiller. The Cube (£490) comes with an individually numbered bottle of Johnnie Walker Blue Label alongside an ice chiller, stainless steel tongs, and four bespoke Blue Label crystal glasses, ideal for entertaining.
“We have remained committed to both modern and classical design principles through the design process, combining luxurious leather and metals,” explains Roland Heiler, Managing Director of Porsche Design Studio, Austria. “The resulting vision is a mix of traditional and high tech that combine to make the objects exceptional, setting them apart from any other gift packages.”
The Chiller and the Cube will be available at Harrods, Selfridges and Harvey Nichols, and Royal Mile Whiskies from October 2011. The Private Bar is available made to order exclusively from Harrods. The collection will also be displayed at London hotels including The Savoy and the Mandarin Oriental. For the perfect serve of Johnnie Walker Blue Label, a special illuminated Cube can be ordered at the Brompton Club, Home House, Whisky Mist, Blythswood Square and Dormy House at Gleneagles.
Johnnie Walker Blue Label is the commemoration of Alex Walker’s remarkable Old Highland Whisky and demonstrates the same rare commitment to flavour and the blender’s art. Only 1 in 10,000 casks are deemed of sufficient character to deliver its remarkably smooth signature taste. Each rare whisky is handpicked by the Master Blender himself, part of an unbroken blending heritage stretching back over 190 years.
About Johnnie Walker® Blue Label™ Blended Scotch Whisky
Johnnie Walker Blue Label is available from selected Waitrose stores, Selfridges, Harrods, Harvey Nichols and The Vintage House. RRP: £140. BLUE LABEL is the pinnacle of the House of JOHNNIE WALKER.
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 pay 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, wines, and beer categories. These brands include JOHNNIE WALKER Scotch Whisky, GUINNESS beer, SMIRNOFF vodka, J&B Scotch Whisky, BAILEYS Irish cream liqueur, CUERVO tequila, TANQUERAY gin, CAPTAIN MORGAN rum, CROWN ROYAL blended Canadian whisky, BEAULIEU VINEYARD and STERLING VINEYARDS wines.
Diageo is a global company, trading 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 Diageo.com. For our global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit DRINKiQ.com.
The JOHNNIE WALKER and BLUE LABEL words, the Striding Figure device and associated logos are trade marks (C) John Walker & Sons 2011.