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Johnnie Walker at the double
Diageo is set to test a peatier version of Johnnie Walker Black Label in a selection of travel retail outlets across the globe.
Johnnie Walker Double Black, which takes Black Label as a base, adds heavily-peated malts and is aged in deeply charred oak casks. It will be more expensive than Black Label and will come complete with smokey grey coloured packaging in the iconic Johnnie Walker style.
Double Black will be rolled out later this month at airport shops operated by Beirut Duty Free, Dubai Duty Free, DFS Singapore, International-Shoppes Duty Free, King Power International and Nuance, at Bangkok, Dubai, Beirut, JFK, Singapore and Sydney international airports.
Global brand director David Gates said: “Interest in the Scotch whisky category continues to be high and we believe consumers want to explore the huge range of flavour experiences that a brand like Johnnie Walker can deliver.”
Alan Lodge, 13.01.10