NEW
YORK, Oct. 15, 2024 /PRNewswire/ -- Johnnie Walker, the world's number one Scotch
Whisky1, launches the limited-edition Johnnie
Walker Blue Label Ice Chalet in collaboration with luxury skiwear
and lifestyle brand, Perfect Moment. Unveiled by Johnnie Walker
Blue Label ambassador and Perfect Moment shareholder, Priyanka Chopra Jonas, Blue Label Ice Chalet
captures the essence of the luxury après-ski experience, featuring
a rare new blend crafted by Master Blender Emma Walker, along with
a bottle and bag designed by Perfect Moment and inspired by 'Blue
Hour'—the magical time when skiing is done and turns to
socializing.
The new Johnnie Walker expression
sees the whisky brand's iconic square shape meet Perfect Moment's
bold star logo and houndstooth pattern, in a striking deep blue
bottle and a bespoke bottle bag that transforms into a stylish,
reversible crossbody bag, after removing the bottle. To celebrate
the partnership, Perfect Moment is launching the capsule skiwear
collection for both women and men, featuring coordinating designs,
which has been inspired by the Johnnie Walker Blue Label Ice Chalet
design.
Speaking of the collaboration, actress and producer Priyanka Chopra Jonas says: "The
quintessential après-ski moment embodies the fusion of great
fashion and good friends, ideally accompanied by an exceptional
drink. Johnnie Walker Blue Label Ice Chalet captures this essence
perfectly, with a nod to the freshness of the mountains and a
crossbody bag that looks as good on the snowy slopes as it does by
the fireside."
Building on Johnnie Walker Blue Label's commitment to partnering
with luxury pioneers who shape culture through their craft, Perfect
Moment, founded in Chamonix in
1984, is a high-performance, luxury skiwear brand that combines
technical excellence with fashion-forward designs. A favorite on
the slopes among many celebrity fans, Perfect Moment transitions
effortlessly from the slopes to the city, the beach, and back
again. Crafted from a new liquid blue and silver fabric, the new
collection is inspired by the magic of the 'blue hour'.
Jane Gottschalk, Co-Founder &
Creative Director at Perfect Moment, added: "I'm thrilled to
unveil our collaboration with Johnnie
Walker for the Blue Label Ice Chalet bottle and Perfect
Moment bag. Our goal was to capture the essence of the après-ski
experience with a focus on luxury and meticulous attention to
detail. Staying true to our brand's DNA, we've highlighted our
iconic North star motif, our brand's icon. This collaboration
embodies the spirit of creating memorable moments, seamlessly
transitioning from the slopes to the city, and reflecting the
evolution of Perfect Moment as a leader in fashion-forward,
high-performance design."
Johnnie Walker Blue Label is an icon of modern luxury,
handcrafted in small batches using skills and techniques reserved
only for whiskies of the highest quality, to guarantee exceptional
depth of flavor. Inspired by après-ski with friends, Johnnie Walker
Blue Label Ice Chalet blends whiskies from distilleries at the
highest elevations in Scotland,
creating a velvety-smooth blend that evokes salted honey, cacao,
and soft malt characters.
João Matos, Johnnie Walker's
Global Marketing and Innovation Director adds: "Luxury Après Ski
has surged in popularity in recent years*, marking a transition
from slopes to socializing that has opened the
door to a new occasion. These moments already feel special, but we
wanted to elevate them further by creating a Scotch whisky
specifically blended to be enjoyed during 'Blue Hour'.
Collaborating with Perfect Moment and Priyanka has enabled us
to perfectly blend the worlds of Après Ski and fashion to
create an unmatched luxury experience."
The new limited release will be showcased at a series of global
events, starting with a launch in London and New
York in October, with consumer experiences opening in
January in key luxury Après Ski locations.
Johnnie Walker Blue Label Ice Chalet and crossbody bag will be
available to buy both online and in select stores globally from
October 14th
2024.
*The global ski market, which includes Après Ski was valued at
approximately $12 billion in 2023 and
is anticipated to continue its expansion at a compound annual
growth rate (CAGR) of 3.2% from 2024 to 2032 (Mark Wide
Research).
About Johnnie Walker:
Johnnie Walker is the world's
number 1 Scotch Whisky brand* (IWSR 2023) & the world's number
one International Spirits Brand* (IWSR 2023 Relative Market Share),
enjoyed by people in over 180 countries around the world. Since the
time of its founder, John Walker,
those who blend its whiskies have pursued flavor and quality above
all else.
Today's range of award-winning whiskies includes Johnnie Walker
Red Label, Blonde, Black Label, Double Black, Green Label, Gold
Label Reserve, Aged 18 Years, and Blue Label. Together they account
for over 22 million cases sold annually (IWSR, 2023). Johnnie Walker is also the number one
best-selling Scotch and number one trending Scotch (Drinks
International, 2024).
*By RSV 2023
About Diageo:
Diageo is a global leader in beverage alcohol with an
outstanding collection of brands including Johnnie Walker, Crown Royal, J&B,
Buchanan's, Smirnoff and Cîroc
vodkas, Captain Morgan, Baileys, Don
Julio, Tanqueray and Guinness.
Diageo is listed on both the London Stock Exchange (DGE) and the
New York Stock Exchange (DEO) and our products are sold in more
than 180 countries around the world. For more information about
Diageo, our people, our brands, and performance, visit us at
www.diageo.com. Visit Diageo's global responsible drinking
resource, www.DRINKiQ.com, for information, initiatives, and ways
to share best practice.
About Perfect Moment:
Founded in 1984, in the mountains of Chamonix, Perfect Moment Ltd. (NYSE American:
PMNT) is a high-performance, luxury skiwear and lifestyle brand
that fuses technical excellence with fashion-led designs, resulting
in pieces that transition effortlessly from the slopes to the city,
the beach and back again.
Initially the vision of professional skier Thierry Donard, the brand was built on a sense
of adventure for over 20 years. Donard, fueled by his personal
experiences, was driven by a desire to create pieces that offered
quality, style and performance, in the pursuit of every athlete's
dream 'The Perfect Moment.'
In 2010 British-Swiss entrepreneurial couple Jane and Max Gottschalk took ownership of the
brand. Under Jane's creative direction Perfect Moment was injected
with a new style focus, one that reignited the spirit of the
heritage brand, as such, the designs evolved into the distinct
statement pieces synonymous with the brand as we know it today.
1 IWSR 2023 in value
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SOURCE DIAGEO