By Andrew Starke
Diageo Australia will bolster its local offering with the launch of Johnnie Walker Double Black, designed to appeal to whisky drinkers ahead of the festive season.
Developed to be consistent with the Johnnie Walker house style and blended by Master Blender Jim Beveridge, Johnnie Walker Double Black is said to be a rich, smoky and intense blend of whiskies that have been matured in deep charred old oak casks.
It aims to appeal to whisky lovers who already appreciate the character of Johnnie Walker Black Label but are looking for a more intense whisky experience.
Johnnie Walker will be investing $2.5m into the launch on a local level, where the focus will be on communicating the new product to one million whisky consumers and generating opportunities for trial.
Additionally, a new ‘Blacker than Black’ campaign will aim to convince consumers that Johnnie Walker Double Black offers more intensity of taste than the Johnnie Walker Black Label brand and is therefore ‘Blacker than Black.’
Johnnie Walker Double Black Scotch Whisky will feature an angular charcoal grey bottle decorated with a gold screen print of the Royal Warrant and trademark Striding Figure.
With a price point 20 percent higher than Johnnie Walker Black Label, retailers and bar professionals who choose to stock the whisky alongside Johnnie Walker Black Label will be supported by Diageo Australia with both permanent and promotional merchandise.
“By introducing Johnnie Walker Double Black to the Australian market, we’re reminding consumers that Johnnie Walker is a brand with a pioneering and innovative spirit at its core,” said Nikki Burke, marketing manager – whisky, Diageo Australia.
“This new blend ups the ante in flavour and distinctiveness and offers our loyal followers the opportunity to try a great new experience within the Johnnie Walker family.”
Johnnie Walker Double Black 700ml (ABV 40 percent) has an off-trade RRP of $64.99.
This new addition to the Johnnie Walker family will be available to the trade from Monday, October 17.