Johnnie Walker Unveils Blue Label Xordinaire In Singapore Changi Airport - The New Travel Retail Exclusive Launches First In APAC

The new Johnnie Walker Blue Label expression finished in former XO Cognac casks for a unique taste experience

  • 01:52 PM, 14 Sep, 2023

[14th September 2023] Johnnie Walker, the number one Scotch Whisky brand in travel retail, unveils an exciting new luxury Scotch Whisky exclusively for travellers - Johnnie Walker Blue Label Xordinaire. Launching first in Changi Airport, Singapore, a tripartite partnership has been formed together with Changi Airport Group and Lotte, to deliver a beautiful experience and disruptive omni-channel campaign for every step of the consumer’s journey.

The all-new blend has been created using only 1 in 10,000 casks from the unparalleled Johnnie Walker reserves of aged Scotch from across Scotland. Finished in former French XO Cognac casks, this is a Scotch with all the depth of flavour you would expect from Johnnie Walker Blue Label, but with an inherent smoothness and sweetness. These elements come together for an extraordinary finish in Blue Label Xordinaire.

Commenting on the launch of this new beacon of luxury from Johnnie Walker Blue Label, and Diageo Global Travel’s biggest exclusive to date, Andrew Cowan, Managing Director, Diageo Global Travel, says: "Johnnie Walker Blue Label Xordinaire represents a new variant for the Johnnie Walker Blue Label house, it is our biggest global launch in Travel Retail ever. And, of course, Travel Retail was the original launch place of Johnnie Walker Blue Label just over 30 years ago.  

“Our vision is to confirm and enhance Blue Label’s position as an enduring icon of luxury, expanding its allure by welcoming spirits enthusiasts of all kinds into the world of Johnnie Walker. By introducing this exciting new expression of Blue Label, we have created a global travel exclusive that caters to aficionados seeking exclusivity as well as for those searching for something with a sweeter and smoother flavour profile.”

Emma Walker, Johnnie Walker Master Blender commented: “This is a luxurious and vibrant Scotch bursting with notes of dried fruit, toasted toffee and sun-ripened black cherry. Bright orchard fruits shine through velvety smoothness, with flashes of peach and soft spice surging upward. A sumptuously smooth Scotch with a soft spice after-taste, Johnnie Walker Blue Label Xordinaire truly is an exuberance to be shared.”

The roll out of the new travel retail exclusive kicked off today in Singapore’s Changi Airport where Johnnie Walker Blue Label Xordinaire is showcased - with a new immersive experience at the centre of a series of activations in the airport for travellers, the first in APAC.

Sandra Tassilly, Diageo Global Travel Commercial Director for APAC, MENA and India unveils Johnnie Walker unveils Blue Label Xordinaire activation alongside partners Chandra Mahtani, Changi Airport Group’s Senior Vice President, Airside Planning & Leasing, T5 Planning and Jeff Jeong, Managing Director of Lotte Singapore, at Singapore’s Changi Airport, Terminal 1.

The Diageo Global Travel team invited key stakeholders, media and influencers to be among the first to explore the new experience in T1. The vibrant activation in Changi, inspired by a Parisian hotel features a unique elevator experience. Travellers are invited to enter the elevator to explore the Johnnie Walker Blue Label Xordinaire world before being directed to the stunning sample bar, where they will open the digital guest book for an immersive tasting with a bespoke chocolate pairing created by renowned French chocolatier, Arnaud Larher and Johnnie Walker. Passengers can then purchase a bottle of Johnnie Walker Blue Label Xordinaire and explore the luxury gifting and personalisation station, including a personalised luggage tag.

Travellers are encouraged to take photos at the 3D interactive installation at Jewel retail complex A striking 3D interactive installation in the Jewel retail complex will support the campaign alongside impactful OOH media placements throughout Changi airport. A highly targeted social media campaign will also engage with Changi passengers. The luxury new Johnnie Walker Blue Label Xordinaire pop-up, located in Changi Terminal 1 is the first of its kind in APAC. 

Teo Chew Hoon, Changi Airport Group’s Managing Director for Airside Concessions, said, “At Changi Airport, we are dedicated to elevating our passengers' travel experiences, one extraordinary moment after another. We are thrilled to announce our exclusive partnership with Lotte Duty Free and Diageo for the launch of the Johnnie Walker Xordinaire in APAC. Travelers can step into a realm of luxury, complete with an opulent sampling bar, and embark on an unforgettable tasting journey.”

Jeff Jeong, Managing Director, Lotte Duty Free Singapore, added: "The unique blend of Johnnie Walker Blue Label Xordinaire encapsulates the essence of luxury and craftsmanship, that appeals to our customers who seek exceptional shopping experiences when they travel. At Lotte Duty Free, we strive to bring the finest offerings to our customers, and this extraordinary Scotch Whisky seamlessly aligns with our commitment. We are very pleased to be a part of this exclusive launch at Changi Airport."

Johnnie Walker Blue Label Xordinaire is a permanent part of the iconic Johnnie Walker portfolio of Blended Scotch Whiskies produced in limited quantities and meticulously blended in small batches to ensure its exceptional quality and rarity.

Johnnie Walker Blue Label Xordinaire is bottled at an ABV of 40% and is available at Changi Airport at a RRP of S$535 for a 1L bottle.

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