Johnnie Walker Platinum Makes U.S. DebutAugust 21, 2013
Johnnie Walker has launched its Platinum expression in the U.S. market. The new entry—which is made with single malt and grain whiskies aged for a minimum of 18 years—is considered the brand’s “biggest product launch since the introduction of Blue Label,” said Diageo director of Scotch whisky Brian Radics. Rolling out nationwide this month, Platinum retails at $110 a bottle.
The launch, meanwhile, is part of Johnnie Walker’s efforts to reorganize its portfolio across several global markets. In the U.S., the brand has begun phasing out its Johnnie Walker Gold Label 18-year-old and Johnnie Walker Green Label, replacing them with Gold Label Reserve ($63 a 750-ml.) and Platinum. The two new variants, which are positioned between the brand’s Black Label ($34) and Blue Label ($210) expressions, follow the addition of Johnnie Walker Double Black ($40), which joined the U.S. portfolio as a permanent offering in April.