To package the unique proposition of The JW&S Private Collection. This collection was created to give a privileged glimpse inside the world’s leading Scotch Whisky house – its blending heritage, pioneering whisky-making studies, range of distilleries, breadth of stock - and the modern craftsmanship of the passionate people who make its exceptional blends. The release of the 2014 Edition is the first exclusive opportunity for John Walker & Sons and Johnnie Walker connoisseurs and luxury dark spirits collectors to buy a blend of great richness and sophistication based on the most recognisable and celebrated characteristic of John Walker & Sons Blended Scotch Whiskies, smoke.
We developed the concept of a market relevant limited edition (8,888) and developed the notion of a dark blue smoky bottle, a first for JW&S. This gave the product a distinct point of difference within the existing JW&S range, as well as allowing flexibility for future editions. Further luxury cues, such as an ornate silver stopper and rich outer packaging added further to the notion of exclusivity.
“A must have for the collectors and whisky connoisseurs!”
“The biggest Scotch whisky brand in the world is capable not just of volume, but also greatness. And while that greatness is beyond my reach, my heart is that little bit lighter knowing that people like Jim Beveridge care. ” Lucas Dynowiak, Edinburgh Whisky Blog http://www.edinburghwhiskyblog.com/2014/06/04/john-walker-sons-private-collection-2014-edition/
With only 8,888 bottles available, 2014 edition was over ordered by markets from Day 1 – driving internal and external demand. (Selling on its rarity alone – with no sampling).