Canada's Number One Selling Scotch Evolves

Oct 04, 2012, 11:53 ET from Diageo Canada

Johnnie Walker unveils two new additions to its family

TORONTO, Oct. 4, 2012 /CNW/ - The world's top performing spirit1, Johnnie Walker, is proud to introduce JOHNNIE WALKER® PLATINUM LABEL™ and JOHNNIE WALKER® GOLD LABEL RESERVE™ to Canadians.  Canada is the first country in North America to receive these two new variants, which Johnnie Walker created to respond to changing consumer tastes.

"There is a clear trend among Canadians today upgrading to premium whisky blends," said David Allard, Marketing Director, Johnnie Walker.  "This trend has driven the scotch category up by five percent2, which is expected to increase even further with the launch of super and ultra premium scotch whiskies."

By updating the Johnnie Walker range at this key time, Canadians now have the opportunity to choose among a compelling group of scotch whiskies at diverse price points, designed to meet evolving tastes.


Inspired by the Walker family's historic tradition of creating exclusive 'private blends,' JOHNNIE WALKER PLATINUM LABEL is a superior and sophisticated blend of malt and grain whiskies that has been matured for a minimum of 18 years, creating a delicate smoky blend while reflecting a strong, sweet and elegant Speyside style.

According to JOHNNIE WALKER Master Blender, Jim Beveridge, "JOHNNIE WALKER PLATINUM LABEL is rich and refined like the rare and precious metal after which it is named.  It's a sophisticated scotch, crafted from some of our most treasured whiskies, delivering the depth and complexity you would expect from a full-flavoured JOHNNIE WALKER blend."

In the portfolio, this exciting new variant will be positioned between JOHNNIE WALKER GOLD LABEL RESERVE and the pinnacle of the core range, JOHNNIE WALKER BLUE LABEL™, retailing for $149.95.


Jim Beveridge personally crafted JOHNNIE WALKER GOLD LABEL RESERVE as a vibrant celebration of John Walker's art, inspired by the 190 year lineage of the Johnnie Walker story.  Beveridge handpicked his favourite whiskies, including casks of Clynelish™ malt whisky, whose water source flows from the Kildonan Hills, where gold was discovered in 1868.

The variant is a multi-layered blend of sweet fruits and creaminess that evoke deeper honey tones, before finishing in lingering waves of wood and light west-coast smoke. The result is big flavor with vibrant flair, best enjoyed in a tall glass with crushed ice and slice of orange.

This variant will be positioned between JOHNNIE WALKER BLACK LABEL and JOHNNIE WALKER PLATINUM LABEL, and retail for $79.95.

Both variants are currently available in Canada along with the full JOHNNIE WALKER range which includes: RED LABEL™, BLACK LABEL™, GOLD LABEL RESERVE™, PLATINUM LABEL™ and BLUE LABEL™.

*Johnnie Walker reminds you to drink responsibly.

About Diageo
Diageo (Dee-Ah-Gee-Oh) is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, beer, and wine. These brands include Johnnie Walker, Crown Royal, J&B, and Bushmills whiskies, Smirnoff, Ciroc and Ketel One vodkas, Baileys, Captain Morgan, Jose Cuervo, Tanqueray and Guinness, Beaulieu Vineyards and Sterling Vineyard Wines.

Diageo is a global company, with its products sold in more than 180 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands, and performance, visit us at For our global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit

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1 World's top performing spirit brand (as ranked by IWSR Oct 2011)
2 Association of Canadian Distillers, MAT to 31, July 2012, Total Trade

SOURCE Diageo Canada