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DrinksTrade29JuneJuly2012

blend is a profoundly well structured, unique whisky that is full of maturity but also a wonderful vitality that is so rare in old whiskies. It is complex yet very simple and boasts an aroma that has literally stopped people in their tracks. Everyone at Johnnie Walker is incredibly proud of what has been achieved with the liquid. We feel it really demonstrates the incredible craft of blending. DT: Only 60 bottles will be available worldwide; which markets will be lucky enough to receive most of the allocation? JD: The 60 bottles will be sold on a “fi rst come, fi rst served” basis. We have already sold decanters to purchasers on every continent around the world. Now we are travelling to fi nd, meet and talk to buyers who want a chance to sample and purchase Diamond Jubilee. We will go wherever they are. The interest in this has literally been from around the world. Globally, anyone can register their interest to purchase one of the 60 limited edition bottles. In Australia we have our very own bottle that began its tour around the country in April, with the view to sell it at a later date in 2012. DT: Premiumisation has been an increasingly popular trend for some time now, both in Australia and overseas. Would you say premiumisation is a key driver for both volume and value in the market despite a challenging economy? JD: We feel very privileged that on a global level Australia has been identifi ed as a market of whisky connoisseurs with a passion for high end quality and Jonathan Driver craftsmanship. Our Johnnie Walker super deluxe whisky business has been in growth over the past 18 months and demand for rare and unique whiskies continues to grow even in a fl atter market. We are extremely proud of this. In eight years’ time, Johnnie Walker will be 200 years old. That is a lot of history and a huge number of fascinating stories. DT: In regards to the rest of the Johnnie Walker portfolio, what opportunities do you see in the Australian market, especially in terms of premiumisation and what it is going to do for the whiskey category as a whole? JD: Australia is very important part of the Johnnie Walker brand the family had just died and the baton was passed on to new blenders whom he history. The Walker family initially traded their whisky overseas had trained, but it was the whisky of the time that makes this so incomparable. via Ship Captains, before they decided to set up their Australian There really isn’t that much Scotch whisky left from the 1950s and had strongholds in the 1880s – their early endeavours paid off, as their we tried to do this for another year, I’m not sure we would have had the whisky became the leading whisky in Sydney in 1889. right casks. This blend gives extraordinary insight into the styles of whisky The Johnnie Walker portfolio continues to evolve our range to meet the made right at the end of one era of distilling and on the eve of the modern changing tastes of today’s global consumer but always remains true to the things age. The fl avours that Jim Beveridge (Master Blender of Johnnie Walker) that defi ne Johnnie Walker; our unique blending heritage, our tradition of creating has coaxed out of these last casks are quite genuinely from another time. rich, bold, big fl avour whiskies, our iconic design and our pioneering spirit. Johnnie Walker is performing well in Australia. A great example of DT: Packaging is surely a very important component of the this can be seen by the phenomenal growth from the launch of Double Diamond Jubilee release, however, with such a hefty price Black in October 2011. It demonstrates fi rst-hand the growth how the tag, the liquid inside must be a triumph of the blender’s premiumisation trend is driving for the whisky category in Australia and art. Could you describe Diamond Jubilee’s packaging and with this trend in mind, Johnnie Walker Platinum Label was launched last fl avour profi le? What is so special about the liquid? month. Platinum Label has been expertly crafted by master blender Jim JD: The blend came fi rst. Jim Beveridge was asked to explore deep within Beveridge to meet the changing tastes of today’s increasingly sophisticated the John Walker & Sons stocks (the world’s largest reserve of maturing Scotch whisky consumers. Due to its quality and depth of fl avour, Platinum whisky) to fi nd whiskies of a standard fi tting to commemorate this special Label has been positioned between Blue Label and Johnnie Walker Gold anniversary. Only after the blend had completed a fi nal marrying process Reserve Label within the family. It is for whisky drinkers who want to try in casks made from wood taken from the Sandringham Estate (with the something new while remaining within the Johnnie Walker Family. Queen’s personal permission) was it fi nally bottled on 6th February 2012 . As a producer of the world’s best blended Scotch whiskies, It is not like other whiskies and the external reception of the whisky to Johnnie Walker looks forward to sharing its ongoing commitment those few experts who have tasted it has been genuinely incredible. The to quality with the world for generations to come. drinks trade 25


DrinksTrade29JuneJuly2012
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