DIAGEO has expanded its Johnnie Walker range in the UK with the introduction of two new whiskies.
The drinks giant said the new additions, Johnnie Walker Platinum Label and Johnnie Walker Gold Label Reserve, aim to capitalise on a growing trend of consumers trading up to premium blends. Both products are already established in the Asian market.
Crafted by Johnnie Walker master blender, Jim Beveridge, Platinum Label is a blend of malt and grain whiskies that has been matured for at least 18 years.
It is described as a delicate, smoky blend with a strong and sweet Speyside style and is positioned between the newly-introduced Johnnie Walker Gold Label Reserve and Johnnie Walker Blue Label at a price point of £69.99 a bottle.
Platinum Label fills the space on the Johnnie Walker product range that was previously occupied by Johnnie Walker Gold Label. Gold Label, which also carries an 18 year old age statement, is to be phased out by the company.
Gold Label Reserve, meanwhile, is described by Diageo as having a sweet, fruity flavour with honey tones and a light, smoky finish.
The company suggests it’s best served in a tall glass of crushed ice and a slice of orange.
Johnnie Walker Gold Label Reserve is positioned between Johnnie Walker Black Label and Johnnie Walker Platinum Label, with a price of £39.99 per bottle.
It occupies the space in the range previously filled by Johnnie Walker Green Label. Diageo said that in future it will focus Green Label on its most successful markets.
“There is a clear trend in Great Britain of consumers trading up in their choice of spirits and this is having an encouraging effect on the success of the premium blended whisky category overall,” said Nick Temperley, head of Reserve Brands at Diageo GB.
“By updating the Johnnie Walker range at this key time, we are able to provide our customers with an exciting opportunity to maximise sales and provide a compelling choice of whiskies at diverse price points to meet the evolving tastes of our consumers.”