Diageo has revealed The Johnnie Walker Blue Label Capsule Series, which has been created by British designer Tom Dixon OBE. The release previewed at the Teatro Manzoni theatre as part of Dixon's exchibition at Milan Design Week.
Inspired by the rarity, craft and heritage of the luxury Scotch Whisky, the exclusive Johnnie Walker Blue Label Capsule Series by Tom Dixon encompasses a bespoke bottle design, ice bucket, coaster and bottle cap. The copper accents in the Limited Edition Design are characteristic of Dixon’s contemporary designs and are also a deliberate nod to the art of whisky-making, the copper theme evoking the pot stills used during whisky distillation.
The Limited Edition series will be available to purchase from October 2017 in selected markets across Europe, Latin America, Asia and Africa.
Johnnie Walker global brand director Guy Escolme says: “Tom’s expertise and artistic vision make him the perfect person to put his mark on this new design for our pinnacle blend. This collaboration expresses the creativity and passion behind two world-famous luxury brands.”
Speaking about his collaboration with Johnnie Walker at Milan Design Week, Tom Dixon says: “The parallels between Johnnie Walker master blender Jim Beveridge and a designer might seem tenuous but when you think of it in terms of taking excellent raw materials and using patience and experimentation to extract a product with real resonance, then you can start to see the similarities.
“I also believe it is important not to remain static – like the Striding Man logo – with all its historic references it still looks contemporary and represents progressing forward and looking to the future. The copper stills, the oak barrels, the supreme expertise needed to produce a classic product – this was all instrumental to my thinking.”
This is the second year that the two have partnered at Milan Design Week, following a collaboration in 2016 that saw Dixon create a one-of-a-kind Johnnie Walker Blue Label bottle art installation.
Johnnie Walker master blender Jim Beveridge says: “What Tom and I each do in our work starts with an idea and an urge to create something meaningful. The ‘ideas’ part is easy, the real challenge is in the trying and the relentless experimentation before, eventually, things begin to come together.
“For me, it is our experience and dedication to our craft that make Johnnie Walker Blue Label and Tom Dixon feel like a really natural fit, and Milan Design Week is a great moment to announce this latest collaboration.”
As part of this year’s collaboration, Johnnie Walker is also hosted mentoring sessions at Teatro Manzoni. Global brand ambassador Tom Jones showed VIPs through the flavours that define the Scotch whisky and guests were invited to enjoy a Johnnie Walker cocktail serve at the bar.
The Limited Edition Johnnie Walker Blue Label Capsule Series by Tom Dixon will have an RRP from £180 when released later this year.
13 April 2017 - Sam Coyne The Drinks Report, news editor
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