Diageo’s Johnnie Walker brand has unveiled what it says is the ‘world’s lightest’ Scotch whisky bottle, as it seeks to reduce the packaging weight of its products in line with its sustainability efforts.
The 70cl glass bottle for Johnnie Walker Blue Label Ultra weighs just 6.3oz (180g), with Diageo saying that the bottle ’embodies the future of luxury packaging, fusing sustainability with exceptional craftsmanship’.
‘Artistry and sustainability’
“With Blue Label Ultra, we are pushing the boundaries of design in the world of luxury – with Johnnie Walker at the intersection of artistry and sustainable packaging design,”commented Jesse Damashek, SVP of Whiskey at Diageo.
“This release is a bold step forward, combining an extraordinary new blend with our most innovative bottle yet. Through many of our innovations with Johnnie Walker, it has remained a priority that we celebrate and collaborate with leading progressive creators around the globe.”
The lightweight bottle was developed over a five-year period by Diageo’s design team, with the drinks company opting to open-source the technology behind its development, offering it on a royalty-free basis to other companies seeking to reduce their own environmental footprint.
Each bottle features a custom whiskey blend curated by Dr. Emma Walker, Johnnie Walker master blender, featuring whiskies from active distilleries like Oban, Brora, and Royal Lochnagar, as well as ‘ghost whiskies’ sourced from now-closed distilleries.
Celebrating design
To support the launch, Johnnie Walker will host an exhibition during NYCxDesign in New York in May. The event will feature works by artists and designers who collaborated with the drinks firm, including Amber Cowan, Objects of Common Interest, and Scott Newlin.
“Johnnie Walker Blue Label Ultra was born out of a vision for the future of luxury—one that embraces lighter, sustainable, and innovative design without compromising craftsmanship,” added Jeremy Lindley, global design director at Diageo. “Through our work with leading designers, we’re extending this philosophy beyond whisky packaging, collaborating with some of the most exciting designers to explore new creative frontiers.”
Blue Label Ultra will go on sale in the North American market at the start of May, and is limited to 888 bottles. The suggested retail price for the limited edition product is $1,250. Read more here.
