Diageo brand Johnnie Walker has launched a new upmarket limited-edition product, Johnnie Walker Blue Label Ultra.
Not only has the brand decided to emulate Apple product naming (I’ll be looking for the Johnnie Walker Pro and Max next), the scotch is packaged in what the company claims to be the lightest glass 75CL whisky bottle.
Without the stopper, the glass bottle is 180g and a total of 888 bottles of Johnnie Walker Blue Label Ultra will be sold in the US, starting May 1st, 2025.
The whisky is a blend of product from several Diageo’s distilleries and has a suggested retail price of $1,250.00.
“Johnnie Walker Blue Label Ultra is a truly progressive stride forward for Johnnie Walker, Diageo and the industry.
This new, lightweight bottle is a thing of exquisite beauty; but more importantly, it demonstrates what is possible when it comes to lightweighting glass.”~ Jennifer English, Johnnie Walker Global Brand Director
Johnnie Walker Blue Label Ultra is a product for a very select few to enjoy. Still, I wonder if we’ll see this new lightweight glass technology adopted by other, more mainstream brands, where the packaging might not receive the same level of care.
Diageo has patented certain aspects of the technology for these bottles, but has stated that a royalty-free license will be made available to other companies in the industry.
Further Reading
You can learn more about Johnnie Walker Blue Label Ultra and its packaging at the Johnnie Walker site.
