Johnnie Walker launches travel retail-exclusive Blue Label Xordinaire

Johnnie Walker launches travel retail-exclusive Blue Label Xordinaire

The luxury blend marks a new chapter in duty free for Johnnie Walker Blue Label, which was launched as a travel-retail exclusive three decades ago

News | 06 Dec 2023

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Johnnie Walker has a new luxury offering for shoppers in global travel retail: Johnnie Walker Blue Label Xordinaire.


The new blend is created from only one in 10,000 casks from the world-renowned blend's stocks of Scotch whisky, and is finished in XO Cognac casks.


Johnnie Walker owner Diageo says the Blue Label Xordinaire is designed to follow in the footsteps of the original Blue Label, which was designed as a luxury product when it was launched as a travel-retail exclusive more than 30 years ago.


Blue Label Xordinaire, which will become a permanent addition to the Johnnie Walker travel retail line-up, was officially launched last month at an event at the Sanya Edition Hotel in the Chinese resort of Hainan.


Its launch will be supported by further activations at airports around the world which include a chance to sample the liquid and chocolate pairings created with French chocolatier Arnaud Larher.

Johnnie Walker master blender Emma Walker said: “Johnnie Walker Blue Label Xordinaire is an exuberance to be shared, a sumptuously smooth Scotch with a soft-spice aftertaste. This is a luxurious and vibrant Scotch bursting with notes of dried fruit, toasted toffee, and sun-ripened black cherry. Bright orchard fruits shine through velvety smoothness, with flashes of peach and soft spice surging upward.”


Andrew Cowan, managing director of Diageo Global Travel, added: “Johnnie Walker Blue Label Xordinaire marks an exciting step forward in the story of Johnnie Walker Blue Label, and it represents our most significant worldwide launch in travel retail to date. Our goal is to enhance and confirm Johnnie Walker Blue Label a symbol of luxury that appeals to a wide range of spirit enthusiasts. With this new expression of the iconic Blue Label, we've crafted an offering that caters to both aficionados who seek exclusivity and those looking for a sweeter and smoother flavour experience.”


Johnnie Walker Blue Label Xordinaire (40% ABV) is available at key global airports at a recommended price of £335 / US$399 for a one-litre bottle.

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