DIAGEO launches Johnnie Walker Blue Label "Cities of the Future" Edition

This year, DIAGEO, one of the world's largest producers of premium spirits, is launching a very special, highly sought-after limited edition of Johnnie Walker Blue Label: the "Cities of the Future" edition. This extraordinary limited edition, available from August, catapults whisky lovers 200 years into the future. Together with the renowned British digital artist Luke Halls, Johnnie Walker has created fantastic visions of how some of the most famous cities could look in the year 2220, and also offers buyers a digital experience on their smartphones. An edition with a future that awakens desires among fans and collectors and generates additional sales for retailers.

FROM A GREAT PAST TO A GREAT FUTURE
Johnnie Walker always goes one step further. This is reflected in the impressive journey of more than 200 years that Johnnie Walker has already covered to date. With this year's Limited Edition Johnnie Walker Blue Label "Cities of the Future," available online and at select retailers from August, the brand is delivering on that very promise and venturing a giant step forward: 200 years into the future. The Limited Edition consists of a collection of three stunning bottle designs into which the velvety smooth and vibrant super premium scotch Johnnie Walker Blue Label has been bottled. These are unique works of art that enhance the bottles and impressively illustrate three visions of the future of metropolises in the year 2220: Berlin, London and a human settlement on Mars. These three utopian visions are the result of collaboration with the famous British digital artist Luke Halls, who pushes the boundaries of imagination with his future designs of Berlin and London and life on Mars.

THE JOHNNIE WALKER MOTTO: KEEP WALKING.
Moving forward together - this is what characterizes the Johnnie Walker brand. It has come a long way in its journey, which already spans more than 200 years.

If mankind follows Johnnie Walker's example and moves forward together, it could achieve something similar. Thus, the future of mankind in 200 years could look like one of Luke Halls' utopian visions that characterize the bottle design of this exclusive Johnnie Walker bottling. An additional NFC chip embedded in the bottle label also makes these previously unseen worlds tangible via smartphone - a fantastic digital experience that draws buyers into the spell of the future.

TRAVEL WITH JOHNNIE WALKER TO THE "CITIES OF THE FUTURE": BERLIN, LONDON, MARS.
First stop: Mars. The exclusive bottle design shows the once uninhabitable red planet now filled with life and energy. Thanks to terraforming, the inanimate place has become a home for mankind with geodesic domes that are now passed by the Earth and the Moon.

Similarly spectacular are the representations of the metropolises of London and Berlin designed by Luke Halls for the 23rd century.

Berlin's architecture, as a leading city in battery technology, is now dominated by large-scale batteries that integrate with its modern geometric appearance while storing renewable energy from the sun, wind and biomass. Locals and visitors walk between walls of houses used to grow food - undisturbed by cars.

London, on the other hand, is controlled by artificial intelligence. There, classical architecture meets geometric skyscrapers made of steel and glass. In 2220, the iconic red double-decker buses become flying "peak buses" that race on skyrails through glowing towers with green exteriors and skyparks - as pulsating as the heartbeat of the advancing metropolis.

JOHNNIE WALKER BLUE LABEL - EXQUISITE TASTE WITH DISTINCTION
The success of the often awarded Johnnie Walker Blue Label is clearly based on its exquisite character. Only one in 10,000 casks has the high quality to create the unique taste of deep spice, the sweet tide of honey and vanilla, infused with caramel and hazelnut flavors, in dark chocolate and the opulent smoky finish. It's no coincidence that Johnnie Walker Blue Label has received more than 60 awards over the years - in the last two years alone, it won silver in the 2021 San Francisco Spirits Competition, gold in the 2021 International Wine and Spirits Competition, and gold twice in a row in the 2021 and 2022 International Spirits Challenge, among others.

THE EXCLUSIVE EDITION FOR THOSE WHO LOVE SOMETHING SPECIAL
In addition to the exclusive, excellent and rich taste of the Johnnie Walker Blue Label, collectors and whisky fans can also enjoy the breathtaking future visions of Luke Halls in this exclusive Limited Edition. A real highlight that combines quality and uniqueness and offers consumers much more than a traditional luxury gift. Finally, the trend is moving away from mere luxury to brands that offer culturally relevant and interesting storytelling on important gift occasions. Johnnie Walker Blue Label "Cities of the Future" edition fulfills this need for relevant stories and tops it off with a futuristic utopian design. Millennials in particular will be fascinated by Luke Halls' visions of the future and will be thrilled by the digital extension of the experience via NFC chip in the label - a fascination that will also be reflected in retail and e-commerce sales figures.