A Toast to Johnnie: Black Label Celebrates 100th Anniversary

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If you’re a distinguished drinker with an affinity for the finer libations in life, this one’s for you. This fall, to commemorate 100 years of refined taste and the sophisticated excellence of those who may imbibe, Johnnie Walker Black Label released a limited-edition collector’s bottle of their famous best-selling Scotch whiskey, just in time to wow your guests at your holiday soirees this season.

This signature blend of the Diageo whiskey house, available as part of the Johnnie Walker Black Label Centenary Pack, is blended from 40 of the finest single malts and grain whiskies, each aged at least 12 years. The sleek black bottle in the commemorative pack features tidbits of Johnnie Walker milestones, such as their introduction of the iconic square bottle. The label, and the famous striding man, is embellished with real gold and textured ink.

Diageo Global Travel Retail-Middle East (GTME) has kicked off a major global campaign centered on the theme 100 Years of Progress, and they are employing their sponsorship of the Vodafone McLaren Mercedes Formula 1 team as a central element of the global campaign. A follow-up phase, shifting from “100 before” to “100 more”, will be launched for November and December. The first phase of the two-stage campaign will conclude at the inaugural Abu Dhabi Grand Prix in November.

Originally known as Walker’s Killme Whisky, the Johnnie Walker brand was left by John ‘Johnnie’ Walker to his two sons, who are credited with establishing the scotch as a popular brand. The historic Johnnie Walker plant, the largest employer in the town of Kilmarnock, Scotland, where it was created, is rumored to be closing its doors by the end of 2011.

Via: Diageo, Rob Report, Moodie Report

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