Johnnie Walker Double Black launches in America

Steve’s breakdown: The current agency for Johnnie Walker, BBH, has had the account since ’99 and I think it’s time to let this development be the beginning of the end.

NORWALK, CT: Diageo, the owner of Jonnie Walker Scotch whiskey brand, has officially made Johnnie Walker Double Black a permanent part of its US portfolio, following positive results from the re-release of the limited edition blend.

The 40% ABV blend was first released on a trial basis in travel retail in 2010, before making it available throughout the channel globally in 2011 and finally giving it a limited general retail release.

Jonnie Walker master blender Jim Beveridge said the blend possesses smoky flavors derived from selected aged, naturally smoky whiskies and whiskies aged in deep-charred oak barrels.

“It took our blending team years to perfect, but when we found the right combination, we knew this was the next step for Johnnie Walker,” Beveridge added.

Diageo North America Scotch brand director Brian Radics said Johnnie Walker Double Black received positive response in the US market.

“We are proud to bring this previously unexplored category of exceptionally smoky blends to our consumers for their responsible enjoyment,” Radics added.

Johnnie Walker Double Black is currently available for sale throughout the nation at suggested retail price of $40.


ACLink: Diageo North America, Inc.

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