Page 72 - TFWA World Exhibit 2023 Special Edition

INSIDER

Johnnie Walker unveils GTR exclusive Blue Label Xordinaire

Johnnie Walker has unveiled a new luxury gifting and personalization station,
luxury Scotch Whisky exclusively for including a personalized luggage tag.
travelers across the globe - Johnnie Walker A 3D interactive installation in
Blue Label Xordinaire. the Jewel retail complex supports the
The all-new blend has been created campaign alongside impactful OOH media
using only 1 in 10,000 casks from the placements throughout Changi airport. A
Johnnie Walker reserves of aged Scotch highly targeted social media campaign will
from across Scotland and finished in former also engage with Changi passengers.
French XO Cognac casks. Commenting on the launch of this
The arrival of this travel retail new beacon of luxury from Johnnie
exclusive began in September at Walker Blue Label, and Diageo Global
Singapore’s Changi Airport, Terminal 1: a Travel’s biggest exclusive to date, Andrew
new one-of-a-kind immersive experience Cowan, Managing Director, Diageo Global
that is available to Changi passengers Travel, says: “Johnnie Walker Blue Label
which is the centrepiece of a series of Xordinaire represents a new variant for
activations coming to airports around the the Johnnie Walker Blue Label house, it is
world over the coming months including our biggest global launch in Travel Retail
Paris, London, Dubai, Taiwan and Hainan. ever. And, of course, Travel Retail was the
The Diageo Global Travel team original launch place of Johnnie Walker Emma Walker, Johnnie Walker
invited key stakeholders, media and Blue Label just over 30 years ago. Master Blender, says: “This is a luxurious
influencers to be among the first to explore “Our vision is to confirm and enhance and vibrant Scotch bursting with notes of
the new experience. The vibrant activation Blue Label’s position as an enduring dried fruit, toasted toffee and sun-ripened
in Changi, inspired by a Parisian hotel, icon of luxury, expanding its allure by black cherry. Bright orchard fruits shine
features a unique elevator experience. welcoming spirits enthusiasts of all kinds through velvety smoothness, with flashes
Travelers were invited to enter the elevator into the world of Johnnie Walker. By of peach and soft spice surging upward.
to explore the Johnnie Walker Blue Label introducing this exciting new expression of A sumptuously smooth Scotch with a soft
Xordinaire world before being directed to Blue Label, we have created a global travel spice after-taste, Johnnie Walker Blue
the sample bar, where they will open the exclusive that caters to aficionados seeking Label Xordinaire truly is an exuberance to
digital guest book for an immersive tasting exclusivity as well as for those searching be shared.”
with a bespoke chocolate pairing created for something with a sweeter and smoother Johnnie Walker Blue Label Xordinaire
by renowned French chocolatier, Arnaud flavor profile.” is bottled at an ABV of 40% and is
Larher and Johnnie Walker. Passengers can Johnnie Walker Blue Label Xordinaire available across key airports across the
then purchase a bottle of Johnnie Walker is a permanent part of the Johnnie Walker globe at a RRP of £335/$399 for a 1L
Blue Label Xordinaire and explore the portfolio of Blended Scotch Whiskies. bottle.

Brown-Forman announces Airline exclusive 100%
recycled Jack Daniel’s 50ml packaging

Brown-Forman has announced a This change in packaging is projected
new Jack Daniel’s Tennessee Whiskey to reduce the annual use of first-use
50ml bottle produced from 100% post- plastic material by up to 220 tons across
consumer recycled (PCR) plastic for all U.S. domestic transportation sales of
airlines, representing a step forward in the Jack Daniel’s Tennessee Whiskey 50mls.
company’s sustainability journey. The new Additionally, the new airline-specific
50ml bottle will replace the existing 15% packaging will result in an estimated
PCR bottle across all U.S.-based airlines, greenhouse gas (GHG) emissions reduction
beginning with Delta Airlines in late of 33% for the primary package when
Summer 2023. compared to the existing package.
“The Jack Daniel’s 50ml 100% PCR Andy Battjes, Brown-Forman Director
bottle initiative is part of Brown-Forman’s of Global Environmental Sustainability,
broader commitments to environmental Global Supply Chain and Technology,
responsibility and highlights our ongoing said: “Increasing the PCR content of our
efforts to reduce our environmental packaging is an important piece of Brown-
footprint and promote a circular economy,” Forman’s sustainable packaging strategy.
said David Rodiek, Vice President, We anticipate extending the use of 100%
Managing Director Global Travel Retail, PCR plastic to other products and package
Brown-Forman. formats in the future.”

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