Introducing Johnnie Walker Black Label 'Squid
Game' featuring limited edition designs with numbers ranging from
001 to 456, 'Squid Game'-inspired cocktails and experiences
NEW
YORK, Oct. 1, 2024 /PRNewswire/ --
Netflix's Squid Game is back for season two and
Johnnie Walker, the world's number one blended Scotch whisky (IWSR
2023) and Netflix announce they are teaming up to
invite Squid Game fans 21+ and whisky enthusiasts
alike to 'pick your player' in celebration of the highly
anticipated series return.
Experience the full interactive Multichannel News Release here:
https://www2.multivu.com/johnniewalker/en-9292551-johnnie-walker-black-label-squid-game
This exciting collaboration with the worldwide Squid
Game phenomenon marks the continuation of a groundbreaking
series of partnerships that the team at Johnnie Walker kicked off
last month at the 76th Emmy Awards, of which Johnnie Walker was the
Official Spirits Partner. The brand will continue to expand its
impact across cultural spheres to redefine whisky experiences.
Johnnie Walker is unveiling a limited-edition bottle design of
Black Label with numbers ranging from 001-456, the number of
players featuring in the series. This limited-edition design
leverages an innovative approach by combining both digital and
conventional printing technologies to make this collection truly
unique. Additional design elements include the brand's highly
recognizable 20-degree slanted label featuring a custom fabric
pattern varnish to simulate the texture of the show's famous green
tracksuit. The iconic Johnnie Walker Striding Man logo now dons the
distinctive tracksuit, symbolizing the brand's bold stride into
partnering with the Squid Game franchise.
Available nationwide for fans and consumers 21+, starting
October 1st and while supplies last,
these randomized numbered bottles are not only the perfect gift for
the holiday season, but a collectible treasure for both
adult Squid Game and whisky enthusiasts alike.
At 4:56 p.m., a nod to the number
of players and the limited-edition Johnnie Walker Black Label
bottle design, the partnership will kick off with a massive Times
Square takeover. Together, Netflix and Johnnie Walker will help
encourage fans 21+ to get hyped for their collaboration and the
series return on December 26,
2024.
"This partnership brings together two global icons, the world's
number one Scotch whisky and the worldwide TV phenomenon of
Netflix's Squid Game. Our loyal fanbases are going to
be thrilled by the element of discovery with our collectable,
limited-edition bottle design that allows them to get close to the
action," says Josh Dean, Vice
President of Johnnie Walker, Diageo North America. "At Johnnie
Walker, we're continuing to reimagine how whisky can be enjoyed
through unique and creative experiences, partnerships and
occasions."
Whether hosting a season one watch party in anticipation of
season two, celebrating Halloween with a Squid
Game-themed event, or attending Squid Game: The
Experience in New York
City, of which Johnnie Walker is the Official Spirits
Partner, Squid Game enthusiasts and whisky lovers
21+ can purchase the new limited-edition bottle and mix up 'the
456' signature cocktail. "'The 456' is a cocktail with a twist of
mystery just like the show," says renowned mixologist and cocktail
creator, Ginn Choe. "It's made with popular and traditional Korean
ingredients, such as honey for sweetener and barley tea known as
bori-cha that marries well with the spice and vanilla notes of
Johnnie Walker Black Label."
"Squid Game fans are highly anticipating the show's return. To
give them something really special and unexpected, in collaboration
with Johnnie Walker, we dressed the iconic Striding Man in the
show's classic green tracksuit. Through our partnership, we've
taken the series from the screen to the shelf, to the streets, even
surprising fans in Times Square with an opportunity to play a game
featured on Squid Game," said Magno Herran, Vice President of
Global Brand & Partner Marketing at Netflix. "This excellent
integrated experience also includes promotion of the campaign on
Netflix's ad-supported plan, so our members can pick up the perfect
pairing of Johnnie Walker and Netflix for the series release this
December."
Johnnie Walker and Netflix's Squid
Game partnership will be brought to life globally across
US, Europe, and Asia through a dynamic, co-branded campaign.
This will include a range of marketing activations such as outdoor
media, social media campaigns, events, and retail touchpoints. The
campaign will also run on Netflix's ad-supported plan.
Be sure to follow @JohnnieWalkerUS on Instagram and Facebook for
updates on the partnership with Netflix's Squid Game.
In addition, whether in NY, LA, TX, FL, IL follow the ambassador
team at Johnnie Walker for more excitement in the lead up to the
season two release on December 26,
2024.
ABOUT JOHNNIE WALKER
Johnnie Walker is the world's number one Scotch Whisky brand (IWSR
2023), 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, Black Label, High Rye Blended
Scotch Whisky, Double Black, Green Label, Gold Label Reserve, Aged
18 Years and Blue Label. Together they account for over 18 million
cases sold annually (IWSR, 2023), making Johnnie Walker the most
popular Scotch Whisky brand in the world.
ABOUT DIAGEO NORTH
AMERICA
Diageo is a global leader in beverage alcohol with an outstanding
collection of brands including Johnnie Walker, Crown Royal, Bulleit
and Buchanan's whiskies, Smirnoff,
Cîroc and Ketel One vodkas, Casamigos, DeLeon and Don Julio tequilas, Captain Morgan,
Baileys, Tanqueray and Guinness.
Diageo is listed on both the New York Stock Exchange (NYSE: DEO)
and the London Stock Exchange (LSE: DGE) and their products are
sold in more than 180 countries around the world.
For more information about Diageo, their people, brands, and
performance, visit www.diageo.com. Visit Diageo's global
responsible drinking resource, www.DRINKiQ.com, for information,
initiatives, and ways to share best practice. Follow at Twitter and
Instagram for news and information about Diageo North America:
@Diageo_NA.
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SOURCE DIAGEO North America