New look for Johnnie Walker Black Label
JOHNNIE WALKER® BLACK LABEL Blended Scotch Whisky has embodied the spirit of progress for more than 100 years.
Now, as befits the JOHNNIE WALKER ethos of 'Keep Walking®', BLACK LABEL has taken another step forward with the brave reinvention of its classic square bottle, slanted label and gift packaging - ensuring that the world's number one deluxe whisky continues to lead the competition for the next 100 years.
Lisa Everingham, Brand Manager Black Label at Diageo GB, comments: "We are a restless company, always looking for ways to move forward. The iconic BLACK LABEL pack has been catching the eyes of consumers for the last century and now it's been redesigned, to help keep it fresh, as we look to the future."
Available from September, the new BLACK LABEL bottle has been boldly crafted to embrace a more dynamic and stylish form - elegant on the eye and pleasing in the hand - while the gift packaging beautifully dramatises the symbol of the 'Keep Walking' philosophy of the JOHNNIE WALKER Brand, The Striding Man.
The Striding Man Device® was created 101 years ago, by the famous cartoonist, Tom Browne and has been used across the JOHNNIE WALKER brand for the last 100 years. Now he is literally at the forefront of the BLACK LABEL pack, his perpetual movement captured as he strides on and off the carton.
"With beautiful finishing touches, which emphasise the award winning whisky that sits in the bottle, this is a stunning update of the iconic BLACK LABEL pack, ensuring that it strides further into the future. Keep Walking.
Source: Diageo
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