The launch of a new limited edition whisky will see Johnnie Walker Princes Street in Edinburgh transformed into 'the world of apres ski' this month.
Johnnie Walker Blue Label Ice Chalet has been released in collaboration with luxury skiwear and lifestyle brand Perfect Moment to 'capture the essence' of the apres ski experience.
Unveiled by Johnnie Walker Blue Label ambassador and Perfect Moment shareholder, Priyanka Chopra Jonas, the release features a rare new blend crafted by master blender Emma Walker.
Walker said: “When creating Johnnie Walker Blue Label Ice Chalet, we set out to blend a whisky that was inspired by the Alpine landscape and captured the magic of special Après Ski moments.
"Using Met Office data, we uncovered rare expressions that were distilled in the depths of some of Scotland’s coldest winters and blended these with whiskies from some of our most northern, and highest altitude distilleries, including Dalwhinnie, Clynelish and Brora, to create a velvety smooth Scotch with Johnnie Walker Blue Label’s signature depth of flavour at its heart.”
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As part of the new release, a bottle and bag have been designed by Perfect Moment, taking inspiration from 'Blue Hour' - the time when skiing is done and turns to socialising.
The Johnnie Walker square bottle meets Perfect Moment’s North Star and houndstooth print in a deep blue reversible bottle bag crafted from a new liquid blue and white fabric.
After removing the whisky, the bottle bag doubles as a crossbody bag that 'effortlessly transitions from slopes to city'.
Launching the new spirit in Edinburgh this week, Rob Maxwell, head of Johnnie Walker Princes Street said: “Johnnie Walker Princes Street is a hub for new innovations in Scotch, and we’re always looking to surprise and delight our visitors with new, luxury whiskies that they can experience when they visit.
"We’re thrilled to offer something completely different to our guests as we step into a new territory for whisky.
"As we head into ski season, we’re sure Johnnie Walker Blue Label Ice Chalet and its crossbody bag will be a stylish addition to any ski trip or make the perfect gift which can be personalised with a message or one of the unique charms created in partnership with Perfect Moment.”
In celebration of the launch, Johnnie Walker Princes Street will temporarily transform into the world of après-ski with themed installations and specially created Ice Chalet tasting experiences available to book now.
Johnnie Walker Blue Label Ice Chalet and crossbody bag will be available to buy at Johnnie Walker Princes Street for £320.
For more information, visit www.johnniewalker.com.
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