Johnnie Walker marks Selfridges centenary

22 May, 2009

A limited-edition bottle of Johnnie Walker Black Label has been produced to celebrate the 100th anniversary of Selfridges and the Diageo whisky brand.

Only 100 bottles will be on sale, each price-marked at £100.

The signature Johnnie Walker square bottle, in high gloss black glass, has been decorated with the slanting label, made of leather in “Selfridges yellow” and individually numbered. The bottle was created by Bloom Design.

Dawn Davies, sommelier at Selfridges, said: “Working in partnership with Johnnie Walker on this project seemed the perfect fit – two iconic brands both celebrating their centenaries. The collaboration has been an overwhelming success selling over 50 of the 100 in the first week. It is definitely one of the best designs that have been done for our centenary.”

Steve Wood, senior brand manager for premium whiskies at Diageo GB, added: “Both brands embrace a pioneering spirit and uncompromising values which makes it an ideal partnership.”

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