Johnnie Walker Launches Luxury Whisky Platform: The Johnnie Walker Vault

Johnnie Walker has recently launched its new global luxury platform, Johnnie Walker Vault. The platform represents the brand's ambitious expression of blending artistry, combining tailored blends, collaborations with cultural figures, and luxury experiences under one comprehensive banner.

The platform's central figure is Johnnie Walker's Master Blender, Dr. Emma Walker. Dr. Walker utilizes her blending artistry to narrate personal stories derived from a curated selection of exceptionally rare whiskies. Her blending occurs in a concealed 'atelier' beneath Johnnie Walker Princes Street in Edinburgh, Scotland. The Johnnie Walker Vault holds an array of 500 whiskies from rare, aged, and ghost casks, personally chosen by Dr. Walker from 10 million casks of Scotch available to her.

The Johnnie Walker Vault aims to bring its unparalleled creativity and craftsmanship to life through its products, experiences, and collaborations. One noteworthy experience is the newly launched Private Blend experience, where Dr. Walker creates unique blends for a select few. These blends are tailored to her guests' inspirations and individual palates, resulting in deeply layered blends.

This exclusive experience is offered to the public, with packages starting from £50,000. The packages include a luxurious agenda deeply rooted in Scottish heritage, Michelin Star dining, and a stay at the Gleneagles Hotel in Perthshire. The experience concludes with a bespoke blending session with Dr. Walker, where guests receive their unique blend in a handcrafted crystal decanter from Baccarat, a renowned French luxury house.

In addition to bespoke experiences, Johnnie Walker Vault plans to invite a visionary artist from couture fashion to co-create a limited-edition collection with Dr. Walker. Details of this collaboration are anticipated to be revealed in Spring 2025.

Registrations for the bespoke private blending experience at Johnnie Walker Vault will commence on March 12th. Further information can be found on the official Johnnie Walker website.