Final release completes the Trade Routes Series, available exclusively
LONDON, Oct. 17, 2013 /CNW/ - Today JOHNNIE WALKER, the world's leading
Scotch Whisky brand, unveiled the jewel in the crown of its new and
exclusive range, the JOHNNIE WALKER EXPLORERS' CLUB COLLECTION - THE
ROYAL ROUTE. Exclusively available to adventure seekers who adopt the
exploratory ethos of the John Walker & Sons agents, this luxury blend
completes the first Series of the collection - the Trade Routes Series.
(Photo: http://photos.prnewswire.com/prnh/20131017/643891-a )
(Photo: http://photos.prnewswire.com/prnh/20131017/643891-b )
(Photo: http://photos.prnewswire.com/prnh/20131017/643891-c )
The Series is inspired by the epic journeys these agents took in their
world travels, navigating their way along the famous trade routes of
the world: the royal route from the Far East to the Mediterranean
coast; the gold route of the Americas and the Caribbean; and the spice
road of Europe and Asia, in pursuit of exotic adventures and new
business. The three blends in the Trade Routes Series are inspired by
the richness of cultures, sights and experiences that they found along
these great trade paths and which inspired our master blenders for
JOHNNIE WALKER EXPLORERS' CLUB COLLECTION - THE ROYAL ROUTE is inspired
by the majestic history and the sights of the royal trading route,
famed for bringing the luxuries of the world to the hands of Kings. The
travellers' tales of the legendary journeys that took place on this
road, the precious silks, Persian ornaments, diamonds and pearls that
were traded along it, inspired today's Master Blender to create the
most opulent variant in the series.
Full of rich, intense flavours, it is a whisky fit for kings. Blended
harmoniously and carefully refined, the dark amber-hued whisky is
sourced from the finest hand selected oak casks from the exclusive
reserve cellars of JOHNNIE WALKER.
"We sought out only the very finest, beautifully balanced blends that
have deep evocative flavours and a character to match," commented
Master Blender Jim Beveridge. He added: "On the nose, there is a vast
array of rich fruity flavours including apple, pear, fig and peach.
Reflective of the beauty, rarity and exotic nature of the luxury goods
that were exchanged on the royal trade route, it has an intense and
complex flavour with notes of dried fruit and toffee, handsomely
balanced with a subtle woody sweetness and a lingering wispy aromatic
smoke. THE ROYAL ROUTE delivers far more depth of character, with
richer, multiple layers on the palate."
Steve White, Marketing Director of Diageo Global Travel and Middle East,
said: "The JOHNNIE WALKER EXPLORERS' CLUB COLLECTION - THE ROYAL ROUTE
is indeed fit for kings. It is the pinnacle and culmination of the
Series and with it we are celebrating the richness of travel and
exploration today. It is exclusively available in duty free outlets
around the world and we are confident that as a trusted companion to
adventure, it will inspire new and bold journeys in today's world
JOHNNIE WALKER EXPLORERS' CLUB COLLECTION - THE ROYAL ROUTE is the
culmination of the Trade Route Series, which began with the first
release, JOHNNIE WALKER EXPLORERS' CLUB COLLECTION - THE SPICE ROAD™,
in December 2012, launched to critical acclaim. It is an evocative
expression of the vibrancy, aromas and spices that the JOHNNIE WALKER
agents would have discovered in the thriving markets around Asia. The
second release, JOHNNIE WALKER EXPLORERS' CLUB COLLECTION - THE GOLD
ROUTE™, was launched in March and brings to life Master Blender's
expression of the exotic fruit flavours and rich golden colours of
With a recommended retail price of $159 for a 1litre bottle, JOHNNIE
WALKER EXPLORERS' CLUB COLLECTION - THE ROYAL ROUTE is exclusively
available to travellers in duty free stores around the globe.
Notes to Editors
Johnnie Walker Facebook: facebook.com/JohnnieWalker
Johnnie Walker Instagram: @johnniewalker
Twitter Hashtag: #JWROYALROUTE
Further information on the history of the John Walker & Sons agent
From the four corners of Scotland to the four corners of the world,
JOHNNIE WALKER has always pushed boundaries to discover new horizons.
From 1820, the Walker family and their agents travelled the world,
navigating their way down the famous trade routes: the spice road of
Europe and Asia; the royal route from Europe to Persia; and the gold
route of the Americas and the Caribbean, in pursuit of adventures
bringing both new business and rich experiences.
Their efforts ensured that, by the 1920s, JOHNNIE WALKER had arrived in
120 countries and was being enjoyed on the great railways, luxury ocean
liners and early transatlantic flights. Meanwhile, the striking image
of the JOHNNIE WALKER Striding Man was becoming an icon all over the
Back in London, close to the shipping houses and docks from which the
JOHNNIE WALKER agents travelled the world, Alexander Walker established
the Travellers' Room where his agents would convene to rest, talk
strategy and exchange stories and samples from their travels. These
colourful tales of exploration influenced the JOHNNIE WALKER Master
Blenders, who began to create different styles of whisky to reflect
these exotic stories.
Today, this tradition continues as JOHNNIE WALKER produces the JOHNNIE
WALKER EXPLORERS' CLUB COLLECTION, a range of whiskies made exclusively
for travellers. The three variants in the collection collectively known
as the Trade Routes Series are inspired by the richness that could be
found along the great trade routes.
Diageo is the world's leading premium drinks business with an
outstanding collection of beverage alcohol brands across spirits, beer
and wine categories. These brands include Johnnie Walker, Crown Royal,
JεB, Buchanan's, Windsor and Bushmills whiskies, Smirnoff, Cîroc and
Ketel One vodkas, Captain Morgan, Baileys, Tanqueray and Guinness.
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 http://www.diageo.com. For Diageo's global resource that promotes responsible drinking
through the sharing of best practice tools, information and
initiatives, visit http://www.DRINKiQ.com.
Celebrating life, every day, everywhere.
SOURCE: Diageo GTME
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