Diageo has launched into travel retail Johnnie Walker Blue Label Ghost and Rare Port Ellen, the second in a series of special-edition Blue Label whiskies. It contains what the company calls “irreplaceable ‘ghost’ whiskies and other incredibly rare whiskies” from the Johnnie Walker Blue Label reserves.
At the heart of this limited edition lies the highly sought-after Islay single malt, Port Ellen – a ghost distillery that shut its doors in 1983.
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| Johnnie Walker Blue Label Ghost and Rare Port Ellen |
Eye-catching holographic and lighting displays
Anna MacDonald, Marketing and Innovation Director, Diageo Global Travel, said: “As a limited edition, this is a unique and rare offering for the travellers who enjoy the finer things in life. Consequently, we anticipate that the addition of highly sought-after Port Ellen stocks will mean this exceptional whisky won’t be available for long.”
Johnnie Walker Blue Label Ghost and Rare Port Ellen follows the exciting release of Johnnie Walker Blue Label Ghost and Rare Brora last year. Each edition in the series offers a fleeting opportunity to savour the depth of character of whiskies from distilleries whose spirit lives on in their dwindling stocks.
For Johnnie Walker Master Blender Jim Beveridge and his small team of expert blenders, the Johnnie Walker Blue Label Ghost and Rare series is an exciting exploration of flavour. “These whiskies deliver a fascinating glimpse into another world, exploring the unique, inimitable character of whiskies from a small number of iconic, closed distilleries that lend something very special to every drop of Johnnie Walker Blue Label,” Beveridge said. “It’s really interesting to be able to put a spotlight on the character of these whiskies.”
Even though the Port Ellen distillery is now silent, Beveridge recaptured the memory of the precious cargo of smoky Island single malts that was once carried on ships sailing from this famous distillery by balancing its unique character with other rare whiskies.
In selected airports, interactive retail activations are set to inspire and educate travellers on the origins of Johnnie Walker Blue Label Ghost and Rare Port Ellen. Eye-catching holographic and lighting displays will capture and showcase the ghostly spirit, and a personalised gift wrapping service will include a calligraphy style hand-written note inspired by the scripted ghost distillery names found on the bottle.
Johnnie Walker Blue Label Ghost and Rare Port Ellen (43.8%abv) is available globally and in selected airports at £300 (US$399) for a one-litre bottle. Each bottle is individually numbered.
