From the Wires
Johnnie Walker Launches The Spice Road, Inspired by Travel and Made Exclusively for Travellers
By: PR Newswire
Nov. 27, 2012 05:03 AM
LONDON, November 27, 2012 /PRNewswire/ --
Johnnie Walker today unveiled the first of a portfolio of whiskies that take their inspiration from the travelling heritage of John Walker & Sons. Available only in duty free stores, Johnnie Walker The Spice Road pays a unique homage to the global travellers of today.
(Photo: http://photos.prnewswire.com/prnh/20121127/579532-b )
From the four corners of Scotland to the four corners of the world, Johnnie Walker has always pushed boundaries to discover new horizons.
From 1820, the Walker family and their agents travelled the world, navigating their way down the famous trade routes: the Spice Road of Europe and Asia; the Royal Route from Europe to Persia; and the Gold Route of the Americas and the Caribbean, in pursuit of adventures bringing both new business and rich experiences.
Their efforts ensured that, by the 1920s, Johnnie Walker had arrived in 120 countries and was being enjoyed on the great railways, luxury ocean liners and early transatlantic flights. Meanwhile, the striking image of the Johnnie Walker Striding Man was becoming an icon all over the world.
Back in London, close to the shipping houses and docks from which the Johnnie Walker agents travelled the world, Alexander Walker established the Travellers' Room where his agents would convene to rest, talk strategy and exchange stories and samples from their travels. These colourful tales of exploration influenced the Johnnie Walker Master Blenders, who began to create different styles of whisky to reflect these exotic stories.
Today, this tradition continues as Johnnie Walker launches a range of whiskies made exclusively for travellers - the Johnnie Walker Explorers' Club Collection.
The first three blends in the collection, collectively known as the Trade Routes Series, are inspired by the richness that could be found along the great trade routes.
The first release, Johnnie Walker The Spice Road is an evocative expression of the vibrancy, aromas and spices that the Johnnie Walker agents would have discovered in the thriving markets around Asia. It is a whisky of exceptional smoothness and rich flavour, matured in old oak casks for an intense finish inspired by spice markets, but still true to the Johnnie Walker signature style.
"We specially selected whiskies to create a bold blend of intriguing complexity inspired by the richness of this part of the world: there is a spicy zestiness on the nose, balanced by fresh citrus. The smooth, rich and honeyed flavours on the palate, warmed by cloves, ginger and vanilla sweetness, give way to a smouldering finish of the Johnnie Walker signature smoke," commented Master Blender Jim Beveridge.
Steve White, Marketing Director of Diageo Global Travel and Middle East, said: "Travel is in the DNA of Johnnie Walker and it is these credentials that we feel will resonate with today's travellers who are undertaking bold journeys of their own.
"This travel heritage and pioneering spirit of adventure makes Johnnie Walker the perfect companion for today's travellers."
With a recommended retail price of $43 / €36.90 / £26, Johnnie Walker The Spice Road will be available in duty free stores in Europe, the Middle East and Australia in December. It will be available in duty free stores globally from January 2013.
The second and third releases in the Trade Routes Series - Johnnie Walker The Gold Route and Johnnie Walker The Royal Route will be available in duty free stores in 2013.
Enjoy Johnnie Walker Responsibly
The Johnnie Walker, Explorers' Club Collection, The Spice Road, The Gold Route and The Royal Route words, the Striding Figure device and associated words and logos are trademarks © John Walker & Sons 2012.
Notes to Editors
Johnnie Walker Facebook: facebook.com/JohnnieWalker
Johnnie Walker Instagram: @johnniewalker
Twitter Hashtag: #JWSpiceRoad
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