Diageo Debuts Johnnie Walker Gold Label Reserve In U.S.

Diageo North America is extending Johnnie Walker with a new upscale offering, Gold Label Reserve. A limited edition whisky based on the Clynelish single malt, Gold Label Reserve will retail at $87 a 750-ml.—positioned between Johnnie Walker Double Black at $42 and the recently unveiled Johnnie Walker Platinum at $110.

Packaged in a reflective gold bottle, Gold Label Reserve is billed as a whisky to be served over ice or in a tall drink with soda water and fruits like grapefruit or lemon. “Gold Label Reserve provides a unique flavor for high-energy celebrations that may not have been traditionally seen as Scotch whisky occasions,” said Brian Radics, Diageo’s director of Scotch whisky, in a statement announcing the launch.

The introduction of Gold Label Reserve and Platinum mark a shift in the Johnnie Walker portfolio in the U.S., where the brand’s Gold Label 18-year-old and Green Label are being phased out, in line with changes that have been taking place across Diageo’s global portfolio over the past year. The world’s top-selling Scotch brand, Johnnie Walker was up 7.5% globally to 19.7 million cases in 2012, according to Impact Databank. In the U.S. it was flat at 1.65 million cases.

Tagged : Diageo, Johnnie Walker, Scotch whisky, spirits, whisky

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