Johnnie Walker Launches New Limited Edition Whisky in the United States

Johnnie Walker® Double Black™ Amplifies Flavor of the Iconic Black Label®

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Oct 07, 2011, 10:02 ET

NEW YORK, Oct. 7, 2011 /PRNewswire/ -- The makers of Johnnie Walker announce the launch of Johnnie Walker Double Black, a new limited edition Scotch whisky debuting in the United States this month. Imagine your favorite song; now turn up the volume. Double Black amplifies the signature style of Black Label, including its hallmark smokey flavor, to produce a bold blend of extraordinary depth, richness and character.

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Johnnie Walker Black Label has withstood the test of time. Over the past 100 years, this iconic brand has grown from a grocer's blend to a whisky enjoyed around the world. Year after year, the liquid inside a bottle of Black Label honors the legacy of its creators. The heart of the whisky is the pioneering spirit of innovation passed down by John Walker and his sons, and Double Black is the product of this legacy.

"Johnnie Walker Double Black begins with Johnnie Walker Black Label as its starting point. From here we explored the characteristics that define this beloved blend and thought how can we offer a new perspective on it," said Johnnie Walker Master Blender Jim Beveridge. "With access to the world's most diverse stocks of aged whiskies in the world, I was able to create something entirely new inspired by the cornerstone of this whisky house, and arguably the most beloved Scotch whisky in the world, Johnnie Walker Black Label. It's an honor and a privilege to be able to share it with the US."

By reaching deep into some of the House of Walker's most distinctive - and unparalleled - single malts reserves, Master Blender Jim Beveridge has created a powerful whisky that stands tall when placed shoulder to shoulder against its brethren blends and stands apart from all other whiskies on the market. Rich peaty single malts are combined with whiskies matured in deeply charred oak barrels. The result is a powerful intensity of flavor that is undeniably Johnnie Walker, and undoubtedly drawn from the signature style of Black Label.

"Since debuting in Duty Free shops globally, there has been great excitement around Johnnie Walker Double Black. We've received countless inquiries on our Facebook page and at House of Walker tastings asking when it will be available in the United States," said Adam Rosen, Diageo Brand Director, Scotch Whisky Portfolio. "People want to try it. They are attracted to what the blend offers by being Black Label, amplified. As with all of our Johnnie Walker blends, we ask that adults enjoy responsibly."

Johnnie Walker Double Black will be available nationwide beginning in October 1, 2011 with a suggested retail price of $40. The limited supply is expected to last just until the holiday season.

ABOUT Johnnie Walker®:

Johnnie Walker® is the world's leading Scotch whisky brand. Its portfolio features five award-winning whiskies—Red Label®, Black Label®, Green Label®, Gold Label®, and Blue Label® —imported and distributed in the United States by Diageo North America. At the 2007 San Francisco World Spirits Competition, The Johnnie Walker Blue Label Anniversary Pack, created to honor the 200th birthday of founder and original blender John Walker, was named "Best Blended Scotch," and Green Label was named "Best Blended Malt Scotch."

More than 4 bottles of Johnnie Walker are consumed every second, and more than 120 million bottles are sold every year in more than 200 countries. The product line covers a broad range of occasions for the whisky drinker from every day to special moments. The five premium brands represent a range of prices and tastes that share a remarkable 180-year history and a commitment to quality. Additional information about Johnnie Walker may be found at http://www.johnniewalker.com.

About Diageo:

Diageo is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, beer and wine. These brands include Johnnie Walker, Crown Royal, J&B, Windsor, Buchanan's and Bushmills whiskies, Smirnoff, Ciroc and Ketel One vodkas, Baileys, Captain Morgan, Jose Cuervo, Tanqueray and Guinness.

Diageo is a global company, with its products sold in more than 180 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands, and performance, visit us at Diageo.com. For our global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit DRINKiQ.com.

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SOURCE Diageo