Diageo, the world’s largest distiller, is building up its luxury portfolio in India as it bets on premium liquor to drive its business in the third-largest liquor market in volumes. As part of this strategy, Diageo will launch a limited edition version of its premium blended scotch, Johnnie Walker Blue Label, designed by British luxury house Alfred Dunhill, with a price tag of more than Rs 28,000 (in Mumbai) for a bottle and upwards of Rs 5 lakh for the trunk.
The limited edition collection features a design bottle and a Collector’s Trunk. The packaging of the exclusive bottle is stunningly put together with its interior evoking the contours of a map while its exterior speak of designer Dunhill’s positioning as the British men’s luxury brand using their brand signifier, ‘Chassis’, in their leather goods. To attract rich Indians, Diageo will be also organising a one-day festival next month, The Journey, where artists across fields will share their story of personal progress, which the company plans to develop as an annual ritual.
So, Whiskey Aficionados time to rejoice!