Johnnie Walker Crafting New Luxury Whisky
The world’s leading Scotch Whisky announces the global launch of Johnnie Walker Vault, uniting bespoke blends, collaborations with cultural icons and luxurious experiences.
A historic brand always has an intriguing backstory of how it came to be. Mind you, most stories are at risk of embellishment by passionate storytellers. However, when it comes to the story of Johnnie Walker, what you hear about the brand, what you see on the shelves and what the flavour profile promises are all genuine.
The brand is named after John Walker, a grocer from Kilmarnock, Scotland, who started blending whiskies in 1820 because he was frustrated and dissatisfied with inconsistent single malts. His goal was simple: to create a consistent-quality product. But of course, as the company honed its craft, the quality of its whisky became elevated to heights that exceeded all expectations.
By the time John passed away in 1857, Johnnie Walker was in great demand, and the foundations of the business were well-established. His son, Alexander “Alec” Walker, took the reins and would become a crucial figure in the family business history, taking the brand to international heights. What were some of his notable contributions?
The iconic square bottle was designed by Alec to prevent breakages during shipping and allow more bottles to be packed in each shipment. And Alec’s natural business acumen is credited as pivotal to the availability of Johnnie Walker whisky in over 180 countries, for those who seek exceptional flavour and quality above all else.
Johnnie Walker Whisky bottles with the “Striding Man” logo and the iconic 20-degree slanted colour – coded labels have dominated the market since the 19th century — fast-forward to today, where it has earned position of the world’s leading Scotch whisky, striving to constantly evolve and never stagnate — and nothing provides more evidence for this than its introduction of the Johnnie Walker Vault.
The brand is partnering Dr. Emma Walker, Johnnie Walker Master Blender, with cultural leaders to blend the arts with whisky craftsmanship. At any given time the Johnnie Walker Vault below Johnnie Walker Princes Street in Edinburgh, Scotland, contains a selection of 500 whiskies from its rare, aged and ghost casks, personally curated and rotated by Dr. Walker to showcase the very best of the 10 million casks of Scotch.
Dr. Walker says, “Johnnie Walker Vault is our treasure trove. It’s where I can curate and share our rarest and most exceptional Scotch whiskies, and from these create unique blends which sing to my guests and showcase the blending artistry at the heart of Johnnie Walker. It is a very special place to me, but it’s also much more than just a physical space — it’s a platform through which I can take deeply personal stories and translate them into beautiful, one-of-a-kind blends. It’s a real privilege to be a part of capturing and bottling these wonderful stories.”
Johnnie Walker Vault will bring its unparalleled creativity and craftsmanship to life through rare products, experiences and collaborations. Like the company slogan “Keep Walking,” the Johnnie Walker Vault is a testament to keeping its creativity fuelled for future creations. There are no limitations to the evolution of the brand, and it will continue to walk alongside us into the future.
