Diageo launches Johnnie Walker Double Black

15 November, 2011

Diageo has launched a limited edition version of Johnnie Walker – Johnnie Walker Double Black.

The blended Scotch has a smokier and more intense flavour than Johnnie Walker Black Label, according to Diageo, as its blend contains more whiskies matured in charred wood or which have a naturally smoky flavour.

It comes in a charcoal-grey tinted bottle in a carton with a charred wood effect background, and is available in Sainsbury’s and regional wholesalers.

The brand will be backed by a £1 million marketing campaign for the whole Johnnie Walker family, with Double Black featuring in in-store sampling.

Andrew Philbey, Diageo’s head of customer activation for reserve brands, said: “Double Black is not just a darker version of Black Label – the name refers to the character of the new SKU rather than just its colour. Double Black has the same roots as Black Label but is a more mysterious, edgy and intriguing proposition.

“The liquid has already received critical acclaim from consumers and critics, winning the top award at the Spirits Business Masters 2010, and being awarded a gold medal award at the International Spirits Challenge 2011.

“With Christmas gifting occasions currently at the forefront of consumers’ minds, we anticipate that this new innovation, which builds upon the Black Label offer that they already love, will drive retail value and margin for retailers throughout its limited availability period.” 

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