Full Press Release

Johnnie Walker officially unveils Johnnie Walker Vault, a new global luxury platform grounded in blending artistry — uniting bespoke blends, collaborations with cultural icons and luxurious experiences under one visionary banner.

GLOBAL — 10 March 2025: Pioneering the next chapter in luxury spirits, Johnnie Walker, the world’s leading Scotch whisky, announces the global launch of Johnnie Walker Vault, the brand’s most ambitious expression of blending artistry to date.

At the heart of the platform is the work of Johnnie Walker Master Blender Dr Emma Walker, whose craft transforms personal stories into unique blends, drawn from a carefully curated selection of exceptionally rare whiskies. Her practice builds on centuries of expertise, working from a hidden creative atelier beneath Johnnie Walker Princes Street, the award-winning visitor experience in Edinburgh.

The Johnnie Walker Vault holds, at any given time, a selection of 500 whiskies from rare, aged and ghost casks, personally curated and rotated by Dr Walker to showcase the very best of the 10 million casks of Scotch available to her as Master Blender.

Johnnie Walker Vault brings this creativity and craftsmanship to life through rare products, experiences and collaborations.

Bespoke Private Blend Experience

Under a newly launched Private Blend experience, Dr Walker will create made-to-measure blends for a select few, hand-selecting meaningful expressions from the invite-only Vault and crafting them into deeply layered compositions tailored to individual palates and inspirations.

For the first time, this experience will be offered to the public, with packages starting from £50,000. Each includes a programme rooted in Scottish heritage, from Michelin-starred dining to a stay at Gleneagles in Perthshire, culminating in a private blending session with Dr Walker.

Following the experience, guests receive their Private Blend in a crystal decanter handcrafted by artisans from the French luxury house Baccarat. Each blend is also recorded in the Johnnie Walker Vault archive, creating a lasting legacy and enabling future commissions.

Luxury Collaborations

Later this year, Johnnie Walker Vault will invite its first creative partner — a visionary from the world of couture — to co-create a limited-edition collection with Dr Emma Walker, with further details to be revealed in spring 2025.

Johnnie Walker Vault opens the door to a new era of luxury Scotch whisky

Dr Emma Walker, Johnnie Walker Master Blender, says:

“Johnnie Walker Vault is our treasure trove. It’s where I curate and share our rarest and most exceptional Scotch whiskies, creating blends that reflect personal stories and showcase the artistry at the heart of Johnnie Walker. It’s a deeply personal space, but also a platform — one that allows me to translate individual narratives into one-of-a-kind blends. It’s a privilege to capture and bottle these stories.”

Julie Bramham, Managing Director of Diageo Luxury Group, adds:

“The Johnnie Walker Vault reflects our commitment to the evolving desires of the luxury consumer and to transforming luxury spirits through elevated personalisation, exceptional products and unique experiences.

Building on more than 200 years of craftsmanship, Johnnie Walker has continually redefined quality whisky blending for the modern connoisseur. Iconic blends such as Johnnie Walker Blue Label and Black Label demonstrate this legacy, which Johnnie Walker Vault now extends to a global audience.”

Further information, including registration for the bespoke private blending experience, can be found at: www.johnniewalker.com/en/vault
Registrations go live from 12 March.

Notes to Editors

Johnnie Walker Vault comprises three pillars: bespoke blending, luxurious experiences and creative collaborations.

Private Blends

Dr Emma Walker and her team have access to over 10 million casks from more than 30 distilleries — approximately half of all Scotch casks currently resting in Scotland. These include stocks aged over 50 years, rare ‘ghost’ casks from Port Ellen and Brora, and whiskies from iconic and highly sought-after distilleries.

This extraordinary archive, combined with blending expertise, positions Johnnie Walker Vault as a new benchmark in luxury Scotch whisky.

Luxurious Experiences

Johnnie Walker Vault offers a highly exclusive private blending experience in Edinburgh, centred around a one-to-one session with Dr Emma Walker. Packages, starting from £50,000, may include:

• Private VIP travel

• A stay at Gleneagles, Perthshire

• A private tour of the Diageo Archive

• Michelin-starred dining

• Curated Scottish experiences

• A bespoke blend presented in a Baccarat crystal decanter

• Archiving of the blend recipe for future commissions (subject to availability)

Creative Collaborations

For the first time, Johnnie Walker Vault invites cultural leaders to co-create with Dr Emma Walker, blending artistic disciplines with whisky craftsmanship. The first collaboration, with a globally renowned couture figure, will be unveiled in spring 2025.

About Johnnie Walker

Johnnie Walker is the world’s number one Scotch whisky brand* (IWSR 2024) and is sold in more than 180 countries worldwide. Since its founding, the brand has pursued flavour and quality above all else.

Its portfolio includes Red Label, Blonde, Black Label, Double Black, Green Label, Gold Label Reserve, Aged 18 Years and Blue Label, with over 22 million cases sold annually (IWSR, 2023).

*In value, 2023

About Diageo

Diageo is a global leader in beverage alcohol, with brands including Johnnie Walker, Crown Royal, Smirnoff, Baileys, Don Julio, Tanqueray and Guinness. It is listed on the London and New York Stock Exchanges, with products sold in over 180 countries.

More information: www.diageo.com

About Baccarat

Founded in 1764, Baccarat is renowned for its exceptional crystal craftsmanship, transforming the elements into objects of enduring beauty. From Paris to Tokyo, its houses, boutiques and experiences celebrate French art de vivre.

More information: www.baccarat.com