Diageo launches limited edition Johnnie Walker

Written by Claire Weekes

Monday, 17 November 2008

Source: Diageo

In a quarter of a century of operation, the amazing shopping experience provided by Dubai Duty Free has totally revolutionised the airport shopping experience at Dubai Airport, placing it alongside the very best in the world.

This year, as Dubai Duty Free celebrates the company's 25th anniversary (20th December), Johnnie Walker has brought a truly unique gift to the party.

A ‘Blue' celebration of Dubai Duty Free's ‘silver'
Dubai Duty Free's partnership approach with many of the world's leading brands has been a vital factor in creating the stunning offer at Dubai Airport. Diageo, the owners of Johnnie Walker, are celebrating Dubai Duty Free's silver anniversary with the launch of an exclusive, limited edition presentation of its rarest and most exquisite blend, the Johnnie Walker Blue Label, King George V Edition. The 75cl bottle is presented in a meticulously handcrafted lacquered case, each of which is numbered as part of an edition of just 250. This exceptional creation is a reflection of the longstanding relationship and close partnership that has developed over the years between Johnnie Walker and Dubai Duty Free.

Johnnie Walker Blue - the ultimate whisky?
Considered the "crown jewel" of the Johnnie Walker Scotch whisky family, the Johnnie Walker Blue Label King George V Edition is one of the most distinctive blends ever created. The blend, which contains exceptionally rare and valuable whiskies, took two years to perfect by Johnnie Walker's team of master blenders.

Preserving a time-honoured tradition of blending only the finest and rarest whiskies for this blend, the craftsmanship, quality and heritage that is integral to the creation of this remarkable whisky is also reflected in the creation of the lacquer presentation case. Made from the highest quality materials, it has been meticulously handcrafted to complement the heritage and exclusivity of the finest whisky blend in the world.

Whilst the design of the case is elegant and contemporary, the delicate process needed to make each box is painstakingly detailed and precise - up to 12 hand applied layers of specially formulated lacquer laid down in individual coats over 18 hours, followed by hours of polishing by dedicated and skilled craftsmen poring over every facet of the case. The process is actually similar to that utilised in creating the world's finest grand pianos, creating a quite literally reflective beauty and elegance in the finished case.

The finished piece has a uniquely deep, luxurious and sensual mirror finish on the outside, complemented by a beautiful royal blue velvet finish on the inside and each case carries an individually numbered plaque. The combination of Johnnie Walker Blue Label King George V and this exquisite presentation case creates a truly unique artifact and makes for a truly unforgettable gift.

Johnnie Walker Blue - the ultimate gift?
Dubai Duty Free carries an extensive selection from the Johnnie Walker family, including Blue, Gold and King George V variants In addition, the Johnnie Walker display in the main liquor stores will soon be offering an engraving and gift-wrapping station to give everyone the opportunity to make their Johnnie Walker experience truly unique.

Dubai Duty Free - the ‘presentation case' for the world's top brands
The final word comes from Roland Abella, Diageo Regional Director Middle East and North Africa: "For a quarter of a century, Dubai Duty Free has done a truly remarkable job in supporting our brands and creating a fabulous experience for every shopper.

The Johnnie Walker Blue King George V limited edition presentation case is actually a perfect metaphor of Dubai Duty Free's work; they have created the stunning retail environment that act as the ‘presentation case' for the world's top brands, including Johnnie Walker. The King George V special presentation edition is a fitting tribute to the silver anniversary of Dubai Duty Free and, the message to Dubai Duty Free from everyone at Diageo and Johnnie Walker is congratulations, and ‘keep walking' as we look forward to the next 25 years."

Dubai Duty Free is well on its way to delivering sales of over $1 billion in its current financial year and, just as Dubai International constantly develops and improves, so too does the Dubai Duty Free shopping experience. The recent opening of Terminal 3 has provided Dubai Duty Free with over 8,000sq m of retail space, more than doubling the space utilised in its previous retail operations.