Dive Summary:
- Johnnie Walker is set to add the new Platinum Label, made from malts at least 18 years old, to U.S. store shelves.
- Platinum Label will retail for $110 and fits between the Black and Blue labels in the Johnnie Walker range.
- This latest addition to the range is made using spirits from old casks from between 20 and 25 Scottish distilleries that have been aging at the Johnnie Walker facility since the last century, and Platinum Label could potentially encroach on the sales of Blue Label, which costs twice as much.
(Image credit: PR Newswire)
From the article:
... For years the standard lineup in the US has been the entry level Red Label (no age statement, MSRP $25), the flagship Black Label, the bestselling premium whisky in the marketplace, made only from whiskies at least 12-years of age ($40), and Blue Label, blended from rare old whiskies (no age statement, $225), including several from defunct distilleries whose stocks can never be replenished. ...
