Teaming up with luxury skiwear brand Perfect Moment, Johnnie Walker has launched its newest limited edition whisky – Blue Label Ice Chalet.
The release was supported by a glitzy launch event featuring media force Priyanka Chopra Jonas, making the introduction for Johnnie Walker and Perfect Moment who she is both associate with.
To mark the launch, Johnnie Walker has given its Princes Street residence in Edinburgh a festive makeover to evoke an après-ski vibe: with ski-inspired bobsleigh taste installations and exclusive Ice Chalet whisky tastings.
The facility itself aims to create an authentic setting where fans can immerse themselves in winter sports and the après-ski tradition.
The Johnnie Walker Blue Label Ice Chalet is priced at £320 and includes a statement cross-body bag crafted by Perfect Moment.
The design of the bag with a star pattern in north and houndstooth is reminiscent to the iconic branding present on Johnnie Walker Blue Label.
The bag houses the whisky at first, then doubles as a piece of streetwear that switches seamlessly from slopes to city.
Designed by Master Blender Emma Walker, this visionary release included the painstaking collection of 10,000 pre-identified casks to be examined before use for conformity and taste within Ice Chalet whisky.
The result is a complex and richly nuanced sip marked by "notes of cinnamon-spiced apple into warm clove, spices that are met with lingering Alp smoke."
Crafted to be, as Johnnie Walker puts it: the “perfect after a day on the slopes” sipper for your snow bunny or winter warrior.
Describing how the blend was inspired, Master Blender Emma Walker said: “When developing Johnnie Walker Blue Label Ice Chalet we wanted to distil global after-dark enchantment onto premium aged scotch and evoke everything that is wonderful about precious après-ski occasions – as well as what feels mythical in the Alpine expanse.
Thanks to data from the Met Office, we found select expressions created during Scotland’s chilliest seasons and paired them with whiskies distilled in some of our highest altitude distilleries such as Dalwhinnie, Clynelish, and Brora.
The end product is a creamy, textural Scotch whisky with all of the trademark complexity found in Johnnie Walker Blue Label.
The Blue Label Ice Chalet experience at the Princes Street venue offers whisky lovers a chance to sample this new expression in an environment designed to evoke the enchanting “Blue Hour”—that magical time of day when skiing concludes and social gatherings begin.
Rob Maxwell, Head of Johnnie Walker Princes Street, expressed enthusiasm about the launch: “Johnnie Walker Princes Street serves as a hub for innovations in Scotch whisky.
We are committed to surprising and delighting our visitors with new, luxury offerings. The Blue Label Ice Chalet is a thrilling addition to our lineup as we explore new territories in whisky.
With ski season approaching, we believe this whisky and its accompanying cross-body bag will be a fashionable addition to any ski trip or make an ideal gift.
The bag can be personalized with a message or adorned with unique charms created in partnership with Perfect Moment.”
Since its opening three years ago, Johnnie Walker Princes Street has become a must-visit destination for whisky aficionados from around the globe.
The venue consistently showcases the brand’s innovative spirit, including recent initiatives like the introduction of a 90% paper-based bottle trial, reinforcing its commitment to sustainability.
Looking ahead, the Blue Label Ice Chalet will not only be available at the Princes Street venue but will also be featured at various high-profile events in luxury après-ski locations starting in January.
This global rollout aims to bring the unique experience of the Blue Label Ice Chalet to winter sports enthusiasts and whisky lovers worldwide.
As Johnnie Walker continues to push boundaries in the world of whisky, the Blue Label Ice Chalet stands out as a testament to the brand’s dedication to quality, innovation, and the art of enjoying life’s special moments.
