By James Atkinson
Johnnie Walker has confirmed the arrival in Australia of its Platinum Label expression, a blend of single malt and grain whiskies that have been matured for a minimum of 18 years.
The Platinum Label will be positioned between Johnnie Walker Blue Label and Johnnie Walker Gold Reserve Label within the product family.
Inspired by Johnnie Walker's tradition of creating exclusive ‘private blends’ for selected customers, the distiller says the Platinum blend has been crafted to meet the changing tastes of today’s "increasingly sophisticated and progressive whisky consumer".
"Platinum Label’s delicate, smoky character reflects a strong, sweet and elegant Speyside style, delivering the distinctive depth and complexity that is synonymous with the Johnnie Walker trademark," it says.
Platinum Label’s packaging retains Johnnie Walker’s four-cornered bottle and slanted label, but establishes its point of difference through a number of design features, including a thicker and more substantial bottle base, elegant angular facets that build to subtly styled shoulders, and a livery of warm, deep and polished metallic tones.
It is also taller than other Johnnie Walker variants, demanding strong on-shelf presence.
Johnnie Walker Platinum Label 750ml (ABV 40%, 24 standard drinks) has a RRP of $129.00 and will be available to the trade from 14 May.