Diageo have revealed a new bottle for Johnnie Walker Red Label whiskey across travel retail.
The new bottle retains the brand’s distinctive slanted label and square shape, first introduced by Alexander Walker in the 19th century but are larger than before.The brand's iconic 'Striding Man' logo emblem now appears on both the neck of the bottle as well as label. The bottle also has sharper edges for what Diageo described as a 'strong, masculine finish' to make it more noticeable on duty free shelves.
Gavin Pike, global brand director for Johnnie Walker, said the changes would 'drive a competitive advantage in status and premium perceptions' for the brand.
'Johnnie Walker Red Label is our original pioneer, a groundbreaking scotch born from the progressive spirit of our founding family; a whisky that saw Johnnie Walker travel from the four corners of Scotland to the four corners of the world,'he added.
The new bottle will be available from this month.
