The world’s largest producer of spirits has teamed up with travel retail giant Dufry for an exclusive campaign aiming to provide travellers ‘one new flavour with triple the character’.
Johnnie Walker Black Label Triple Cask Edition is a limited-edition whisky developed by Johnnie Walker’s master blender, Jim Beveridge, and expert blender, Chris Clark. It was crafted using three key malts from Blair Athol, Cardhu and Strathmill and matured in a combination of Bourbon, Caribbean Rum and Scotch Whisky casks.
“We’re delighted to release Johnnie Walker Black Label Triple Cask Edition as part of an exclusive partnership with Dufry stores,” Roger Jackson, commercial director for Europe and Middle East of Diageo Global Travel said. “Shoppers are set to be inspired and excited by the instore tasting opportunities and knowledgeable staff who will explore the creation of this brilliant new blend with whisky fans.”
Eduardo Heusi Pereira, global category director Liquor, Confectionery and Tobacco at Dufry described the new whisky as a “marvellous addition” to the portfolio of whiskies currently stocked in Duty Free stores worldwide.
“We’re excited to activate a number of vibrant touchpoints both instore and on online that will provide the opportunity for our shoppers to explore and get their hands on this lively new expression of Johnnie Walker Black Label. Exclusive to only Dufry stores, this makes the perfect unique gift for travellers.”