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Johnnie Walker add Blue Label Xordinaire to travel retail

Johnnie Walker add Blue Label Xordinaire to travel retail

While limited Blue Label editions have tantalised our senses with gastronomic flavours such as umami, the Blue Label core range has, in the 30 years since its launch, remained alone.


Widely regarded as the best blended whisky in the world, the Johnnie Walker Blue Label is revered for its use of rare and ghost whiskies. And this new addition is no different.  What is different however, is that Xordinaire is a permanent edition and like the original when it was released, is only available to the travel retail industry.

As with the original Blue Label, Xordinaire comprises whiskies selected from just one in every 10,000 casks held in the vast Johnnie Walker reserves, which house around ten million casks of Single Grain and Single Malt Scotch Whisky. 

Launch events have been an extravaganza for the senses

In true Johnnie Walker style, the launch parties at airports around the world since last September, have been immersive sensory events. The experience has been centred around the idea of a French boutique hotel. Travellers enter a unique elevator experience, where they are immersed in the creation process of the whisky.

After exiting and signing a digital guest book, guests have been treated to a sensory table experience, ‘The Art of Blending’ a master class hosted by Johnnie Walker Global Ambassador, Ewan Gunn.  Events have culminated with ‘The Sensory Journey’ – a gala dinner featuring gourmet cuisine drawing inspiration from and celebrating both France and Scotland.

How does Xordinaire differ from other Blue Label editions?

Hand selected former XO French Cognac casks are used to finish Xordinaire, giving rise to its smooth sweetness as well as its name!  Johnnie Walker Master Blender Emma Walker described Xordinaire as:

“An exuberance to be shared, a sumptuously smooth Scotch with a soft spice after-taste.  This is a luxurious and vibrant Scotch bursting with notes of dried fruit, toasted toffee and sun-ripened black cherry.

Managing Director of Diageo Global Travel, Andrew Cowan, added:

“Johnnie Walker Blue Label Xordinaire marks an exciting step forward in the story of Johnnie Walker Blue Label, and it represents our most significant worldwide launch in Travel Retail to date. Our goal is to enhance and confirm Johnnie Walker Blue Label a symbol of luxury that appeals to a wide range of spirit enthusiasts. With this new expression of the iconic Blue Label, we’ve crafted an offering that caters to both aficionados who seek exclusivity and those looking for a sweeter and smoother flavour experience. It is worth remembering that Blue Label was first created as an exclusive for Travel Retail over thirty years ago, so this is another moment of Blue Label history in the making.”

Now available at selected airports around the world at a RRP of £335 per litre bottle.

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