Johnnie Walker Blue Label marks Chinese New Year with limited edition luxury gift design

05 February, 2016

Diageo is to launch a limited-edition run of Johnnie Walker Blue Label to celebrate the start of the Chinese New Year.

Only 1,350 bottles of ‘The Year of the Monkey’ will be available. The design, inspired by motifs from Asian culture, features a golden monkey on a white-gloss bottle.

It will be launched in the UK, France, Italy and The Netherlands, and will retail at £160.

Guy Escolme, global brand director for Johnnie Walker, said: “Right now is an exciting time for the Johnnie Walker brand as we create positive momentum behind the evolution of the Keep Walking campaign, Joy Will Take You Further and the second installment of ’The Gentleman’s Wager’ film series.

"There is no denying the potential of the luxury Scotch Whisky category and as such, we are committed to investing in the Johnnie Walker R brand to drive the next decade of growth for this, the world’s best-selling blended Scotch whisky.

“This latest launch, of the stunning Limited Edition ‘Year of the Monkey’ bottle in honour of Chinese New Year, is yet another example of our commitment to invest and our firm belief in this brand as an ultimate luxury gift and unique expression of gratitude."

Johnnie Walker is one of Diageo's six global giant brands.

However, its sales were the most disappointing of the six in Diageo's latest half-year figures released last week, posting modest 1% growth year-on-year.

Diageo chief executive Ivan Menezes positioned Johnnie Walker Blue Label as Diageo's core luxury brand in his presentation at Diageo's investor conference last year.

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