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SOURCE Diageo GTME
LONDON, October 17, 2013 /PRNewswire/ --
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.
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 generations.
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 travellers."
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 Latin America.
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 journeys
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 world.
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, JeB, 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.
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