Johnnie Walker Red Label has never been up there with the best blended Scotch whiskies. Compared to other cheaper blended whiskies it’s quite a bit sharper. However, the owners of Johnnie Walker, Diageo, have decided to start a new marketing campaign to promote Red Label in duty free outlets.
The bottle has a new shape which is a bit taller, has sharper edges and has been described has having a “more masculine finish”. They’ve kept with the classic bottle shape and slanted label.
There’s also another feature, the striding man is now embossed on the neck and it’s also been printed on the front face.
Johnnie Walker at Duty Free Outlets
The whole point of this is so that the bottle stands out more in the duty free shelves.
Global Brand Director for Johnnie Walker, Gavin Pike, stated that “Johnnie Walker Red Label is our original ‘pioneer’, a groundbreaking whisky born from the progressive spirit of our founding family; a whisky that saw Johnnie Walker travel from the four corners of Scotland to the four corners of the world. We believe that travel retail plays an important role in introducing the new look Johnnie Walker Red Label pack to consumers worldwide, which is why global travel is one of the first regions to receive it.”
The other packaging also shows the revamped design.
Rare Johnnie Walker Red Label at the Whisky Exchange
Check out this very, very rare bottle of Red Label which is being sold at the Whisky Exchange. It has the lead seal, which is now only seen on bottles of Blue Label. It has a cork stopper, not a screw-top. It’s also on the bottle that it’s by “appointment to King George V”. Very collectible indeed!