Johnnie Walker Princes Street Transforms Into The World Of Après-Ski For The Launch Of Johnnie Walker Blue Label Ice Chalet

EDINBURGH, OCTOBER 14TH 2024: Johnnie Walker, the world’s number one Scotch Whisky[1], 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 socialising.

Created by Master Blender, Emma Walker, each sip of Johnnie Walker Blue Label Ice Chalet starts with notes of cinnamon-spiced apple that give way to warm cloves and spices before finishing with subtle hints of Alpine smoke. With only one in 10,000 casks meeting the requirements to go into the blend, the complex flavours mix to create a rich depth that’s perfect after a day on the slopes. 

Further cementing Johnnie Walker Princes Street's position as a must-visit destination to explore the incredible breadth of flavour present across the world of Scotch, the venue will temporarily transform into the world of après-ski in celebration of the launch with a number of ski themed installations and a specially created Ice Chalet tasting experiences available to book now.

Since opening three years ago, Johnnie Walker Princes Street has unveiled a selection of rare whiskies to excite the increasing number of visitors from around the globe. 

From launching the final blend from former Master Blender, Jim Beveridge to harnessing cutting-edge, purpose-built AI-technology to create personalised bottles in partnership with renowned artist Scott Naismith, visitors have been able to experience exciting innovations, often before anyone else in the world, as they full immerse themselves in the world of Johnnie Walker.

Last month, the trial of a first-of-its-kind 90% paper-based bottle was announced in the venue’s rooftop 1820 Bar, showcasing the brand’s commitment to pushing the boundaries in the world of experiencing whisky. 

Each new product was marked with immersive celebrations to inspire whisky lovers and novices alike, and the launch of Johnnie Walker Blue Label Ice Chalet aims to do the same. 

Launching the new liquid in Edinburgh this week, Rob Maxwell, Head of Johnnie Walker Princes Street said: “Johnnie Walker Princes Street is a hub for new innovations in Scotch, and we’re always looking to surprise and delight our visitors with new, luxury whiskies that they can experience when they visit.  We’re thrilled to offer something completely different to our guests as we step into a new territory for whisky.  As we head into ski season, we’re sure Johnnie Walker Blue Label Ice Chalet and its crossbody bag will be a stylish addition to any ski trip or make the perfect gift which can be personalised with a message or one of the unique charms created in partnership with Perfect Moment.”

In this limited release, the iconic Johnnie Walker square bottle meets Perfect Moment’s North Star and houndstooth print in a deep blue reversible bottle bag crafted from a new liquid blue and white fabric. After removing the whisky, the bottle bag doubles as a stylish crossbody bag that effortlessly transitions from slopes to city.

Emma Walker, Johnnie Walker Master Blender commented: “When creating Johnnie Walker Blue Label Ice Chalet, we set out to blend a whisky that was inspired by the Alpine landscape and captured the magic of special Après Ski moments. Using Met Office data, we uncovered rare expressions that were distilled in the depths of some of Scotland’s coldest winters and blended these with whiskies from some of our most northern, and highest altitude distilleries, including Dalwhinnie, Clynelish and Brora, to create a velvety smooth Scotch with Johnnie Walker Blue Label’s signature depth of flavour at its heart.”

The new limited release will be showcased at a series of global events with consumer experiences opening in January in key luxury Après Ski locations.

Bookable from today, Ice Chalet experiences start on 30th October

Johnnie Walker Blue Label Ice Chalet and crossbody bag will be available to buy at Johnnie Walker Princes Street for £320.