JOHNNIE WALKER ENTERS APRÈS SKI OCCASION FOR FIRST TIME WITH LAUNCH OF JOHNNIE WALKER BLUE LABEL ICE CHALET
Limited edition Scotch Whisky launched in partnership with luxury skiwear brand Perfect Moment
Johnnie Walker, the world’s number one Scotch Whisky*, is today entering the Après Ski occasion for the first time with the launch of Johnnie Walker Blue Label Ice Chalet, a limited edition Scotch Whisky that blends Après Ski and fashion together for a new luxury audience.
Created in collaboration with luxury skiwear and lifestyle brand, Perfect Moment, and fronted by Johnnie Walker Blue Label Ambassador and Perfect Moment Shareholder, Priyanka Chopra Jonas, the new blend is inspired by ‘Blue Hour’ – the moment between sunset and twilight on the slopes when skiing is done and turns to socialising. The partnership will also see Perfect Moment launch the capsule skiwear collection for both women and men, featuring coordinating designs, which has been inspired by the Johnnie Walker Blue Label Ice Chalet design.
Created by Master Blender, Emma Walker, each sip of Johnnie Walker Blue Label Ice Chalet starts with notes of cinnamon-spiced apple that give way to warm cloves and spices before finishing with subtle hints of Alpine smoke. With only one in 10,000 casks meeting the requirements to go into the blend, the complex flavours mix to create a rich depth that’s perfect after a day on the slopes.
Emma Walker, Johnnie Walker Master Blender commented:
“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.”
Building on the brand’s luxury and culture strategy, Johnnie Walker Blue Label Ice Chalet is the second drop in a series of limited edition whiskies, the Cobalt series, following on from the launch of Johnnie Walker Blue Label Elusive Umami in 2023 in partnership with Chef Kei Kobayashi, and continues the brand’s commitment to partnering with pioneers in luxury. In this limited release, the iconic 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 silver fabric. After removing the whisky, the bottle bag doubles as a stylish crossbody bag that effortlessly transitions from slopes to city.
Speaking of the collaboration, actress and producer Priyanka Chopra Jonas added:
“A Perfect Moment of mine has always been the Après Ski, a moment which brings together fashion and socialising, best complemented by a great drink and a chic outfit. Johnnie Walker Blue Label Ice Chalet offers everyone a little slice of that – no matter where they are – with a smooth whisky that perfectly mirrors the freshness of the slopes and a crossbody bag that looks as good in the snow as it does by the fireside.”
Launching globally, the vibrant campaign stars Johnnie Walker Blue Label Ambassador and Perfect Moment Shareholder, Priyanka Chopra Jonas and introduces the new Johnnie Walker Blue Label Ice Chalet bottle and Perfect Moment carry bag.
Johnnie Walker Blue Label Ice Chalet will host a series of luxury ‘Blue Hour’ experiences at popular ski destinations with events in Deer Valley, Utah and Niseko, Japan. Available in markets globally, there will be additional activations that bring Après Ski to the on-trade, placing Johnnie Walker Blue Label Ice Chalet firmly at the heart of the luxury Après Ski occasion for the first time.
Johnnie Walker Blue Label Ice Chalet will be available for an RRP of $350 (£345).
Further information – Johnnie Walker