Suiting up the Johnnie Walker Black Label
Ace designer Raghavendra Rathore creates a limited edition pack in his signature style
The world famous Scotch whisky house John Walker & Sons has launched an exquisite, limited edition packaging of Johnnie Walker Black Label that embodies the ethos and grandeur of India’s bygone era in a stylish, contemporary avatar. Crafted to deliver a unique experience to whisky lovers, this new pack has been designed exclusively by one of the most celebrated fashion designers of the country – Raghavendra Rathore, whose design aesthetic is synonymous with India’s grand heritage and rich culture.
Raghavendra’s inspiration for this new pack of Johnnie Walker Black Label is a celebration of the classic Bandhgala Jacket, a historic outfit worn for over centuries by aristocracy, royalty and now famous throughout the world because of the designer’s own unconventional renditions of the same. Through his creations, the designer blends a delicate harmony between the rich heritage of India with a vibrancy that is modern and timeless.
Commenting on his latest creation, Raghavendra Rathore says “Indian culture has always inspired my work and this reflects in my designs for the new Johnnie Walker Black Label pack, a must-have for all who appreciate the richness and depth of this liquid. Over the last two decades, the Bandhgala jacket has become a hallmark for a modern, sophisticated Asian style and represents a revival of the true legacy of a bygone era. Johnnie Walker Black Label’s new pack will now flaunt this very elegance, making a statement of genuine substance in my signature designs.”
Bhavesh Somaya, Marketing Director, Diageo India commented “We are delighted to have Raghavendra Rathore on board to design our limited edition pack of Johnnie Walker Black Label. The packaging captures a nostalgic impression of a glorious past that blends seamlessly with a contemporary feel. The design collaboration between Johnnie Walker and Raghavendra Rathore is a milestone in bringing together refined aesthetics and distinguished taste through a unique partnership between the two brands.”
Diageo encourages you to drink responsibly
About JOHNNIE WALKER®
Johnnie Walker is the world’s number one Blended Scotch Whisky brand, enjoyed by people in more than 180 countries around the world. Since the time of founder, John Walker, it has been closely associated with the concept of progress. A combination of consumer insight, determination and commercial astuteness enabled three pioneering generations of the Walker family to grow the small grocery store founded in 1820 into an international whisky business selling stylish, authentic, iconic brands.
This progressive and innovative approach has continued into the 21st century. Today’s range of award winning whiskies includes RED LABEL®, BLACK LABEL®, GOLD LABEL RESERVE®, PLATINUM LABEL® and BLUE LABEL®. Together they account for 18.0 million cases sold annually (Impact Databank February 2012), making JOHNNIE WALKER the most popular Scotch Whisky in the world.
About Diageo
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, JεB, Buchanan’s, Windsor and Bushmills whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Jose Cuervo, 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 www.diageo.com. For Diageo’s global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit www.DRINKiQ.com.
Celebrating life, every day, everywhere.
For information, interview and images, please contact:
Ranganath | +91 9000735656 | Ranganath.t@edelman.com
