Johnnie Walker Rebrands Platinum Label As 18 Year Old

In a video released on YouTube yesterday, Johnnie Walker revealed that its Platinum Label Scotch has been rebranded as 18 Year Old.

The former grey label is gone, replaced with a gold one that declares the age statement. The word “platinum” has also been removed.

Neither the price nor ABV (40%) is expected to change with the new branding. Bottles will be available nationally starting this September.

Interestingly, this comes at a time when many Scotches are getting away from age statements. Limited stocks cannot keep up with consumer demand. Many brands have released blended expressions to get new product onto shelves, without having to wait for age statements.

“The Johnnie Walker range has always continued to evolve over time to meet changing consumer interests in blended Scotch whiskies,” says Stephanie Jacoby, Vice President of Johnnie Walker North America. “There is growing consumer interest in 18-year-old Scotch and we decided to re-launch this blend to celebrate its award-winning status with a new name and bolder, more distinctive packaging that more strongly reflects the luxurious quality of the whiskies it is crafted from.”

Johnnie Walker 18 year old is a blend of up-to 18 whiskies. The video points out its fruity aromas and flavors of toffee, caramel, malty cereal and a hint of smoke, cherry and dark chocolate.

Leave a Reply

Your email address will not be published. Required fields are marked *