Johnnie Walker, one of the world’s most renowned whisky brands, has unveiled a limited-edition experience that merges premium Scotch, luxury fashion, and après ski culture: the Johnnie Walker Blue Label Ice Chalet. This new release, created in partnership with high-end skiwear brand Perfect Moment, introduces a fresh take on the luxury après ski moment, complete with a unique whisky blend crafted specifically for this iconic, wintery occasion.
A New Whisky Inspired by the Alpine "Blue Hour"
Image credit: Johnnie Walker
The Ice Chalet release draws inspiration from "Blue Hour"—the fleeting moment on the slopes between sunset and twilight, a time when skiing gives way to socializing. According to Emma Walker, Johnnie Walker's master blender, this blend is meticulously crafted to capture the essence of the alpine landscape and create a smooth, warming Scotch with notes of cinnamon-spiced apple, cloves, and a subtle smoky finish. Only one in 10,000 casks of Johnnie Walker whisky are selected for the Blue Label blend, emphasizing the rarity and high standards that go into each bottle.
To achieve the signature depth of flavor, the blend includes whiskies from some of Scotland's most northern and high-altitude distilleries, such as Dalwhinnie, Clynelish, and Brora. Ice Chalet is also one of the first releases to incorporate whisky from the Roseisle distillery, which adds a layer of uniqueness to the blend, further enhancing its alpine appeal.
Introducing the Perfect Moment Capsule Collection
Image credit: Johnnie Walker
In line with Johnnie Walker's vision to create an immersive après ski experience, the collaboration with Perfect Moment goes beyond the bottle to include a fashionable skiwear capsule collection. This limited-edition line offers winter essentials such as bombers, parkas, sweaters, and beanies, made from luxurious materials like faux fur, cashmere, wool, and responsibly sourced down. The skiwear collection brings together high fashion and functionality, perfect for those who want to blend style with the snowy slopes.
In keeping with the "Blue Hour" theme, the capsule includes a special crossbody bottle bag designed to carry the Ice Chalet bottle. Crafted in a deep blue hue with Perfect Moment's signature houndstooth print and North Star emblem, the bottle bag is reversible and made from a unique liquid blue and silver fabric. Not only does it protect the whisky during transport, but it also doubles as a chic accessory, embodying the versatility and elegance of both brands.
Selfridges' Ice Chalet Experience
The Johnnie Walker Blue Label Ice Chalet experience will debut at Selfridges in London. The immersive pop-up, running from October 28 to November 3, invites guests into a luxury après ski environment with curated whisky tastings and a chance to shop the Perfect Moment capsule collection. The experience features the “Moment Maker” installation, a digital setup crafted by Show Studio that reacts to guests' movements, creating motion-activated artworks inspired by alpine landscapes. This technology allows guests to create personalized digital postcards as they journey through snowy scenes.
British designers Martine Rose, Nensi Dojaka, and Tolu Coker also lend their artistry to the campaign, making appearances in the digital artwork and promotional content. The installation adds a contemporary, interactive dimension to the overall experience, where visitors don’t just observe the scenery—they actively participate in it.
Priyanka Chopra Jonas: The Face of Ice Chalet
Priyanka Chopra Jonas, actress and producer, serves as the global ambassador for Johnnie Walker Blue Label Ice Chalet and is a shareholder in Perfect Moment. She expressed her love for the après ski tradition, emphasizing that the Ice Chalet captures the essence of relaxing and socializing after a day on the slopes. In a campaign set against the stunning Swiss mountains, Chopra Jonas showcases the blend's deep blue bottle and fashionable crossbody bag, highlighting the perfect marriage of high fashion and premium Scotch whisky.
According to João Matos, Johnnie Walker’s Global Marketing & Innovation Director, luxury après ski culture has become more popular in recent years, and the Ice Chalet experience is Johnnie Walker’s way of elevating these already-special moments. By collaborating with Perfect Moment, the brand brings the worlds of fashion, luxury, and Scotch together, aiming to create a contemporary icon that fits seamlessly into the après ski setting.
Global Launch and Price Point
The Johnnie Walker Blue Label Ice Chalet is now available globally with a suggested retail price of $350 USD (€319/£267). The launch will also be supported by a series of “Blue Hour” events at prestigious ski resorts in Deer Valley, Utah, and Niseko, Japan, where guests can experience the unique blend and exclusive skiwear in a true après ski environment.
In addition, a social-first campaign will roll out across digital platforms, featuring bite-sized content aimed at capturing new audiences drawn to the intersection of luxury fashion and premium Scotch.
A New Chapter for Johnnie Walker Blue Label
This latest release is part of Johnnie Walker's Cobalt series, following the Blue Label Elusive Umami, which was developed last year in partnership with Michelin-starred Chef Kei Kobayashi. With Ice Chalet, Johnnie Walker continues to expand its cultural footprint, leveraging limited-edition collaborations and blending expertise to captivate new audiences in the luxury market.
By merging Scotch whisky with the allure of the après ski scene, the Johnnie Walker Blue Label Ice Chalet stands out as a bold, contemporary expression. From the craftsmanship in the whisky blend to the carefully designed skiwear and the interactive experiences at Selfridges, Johnnie Walker and Perfect Moment have created a product that invites customers to celebrate in style, whether they’re in the Alps, the city, or enjoying an après ski moment from the comfort of home.
About Johnnie Walker
Johnnie Walker is a renowned Scotch whisky brand that has established itself as a symbol of quality and excellence in the world of spirits. Founded in Scotland in 1820 by John Walker, the brand has a rich history of over two centuries in the whisky industry. It is now owned by Diageo, one of the largest alcoholic beverage companies globally, which has continued to uphold the brand's tradition of crafting exceptional whiskies.
One of Johnnie Walker's most famous and prestigious expressions is the Johnnie Walker Blue Label. This blend is known for its exceptional craftsmanship, featuring a selection of rare and aged whiskies from various distilleries across Scotland. It is often regarded as a symbol of luxury and is highly sought after by whisky connoisseurs and collectors worldwide.
Johnnie Walker is also famous for its "Striding Man" logo, which has become an iconic symbol associated with the brand. The logo features a dapper gentleman in a top hat and tailcoat, striding forward with purpose. This symbolizes progress, forward-thinking, and the brand's commitment to innovation and quality.
The Johnnie Walker range includes a variety of expressions, each catering to different taste preferences and occasions. These range from the approachable Johnnie Walker Red Label, known for its versatility in cocktails, to the rich and complex Johnnie Walker Black Label, a favorite among whisky enthusiasts for its depth of flavor.
In recent years, Johnnie Walker has also ventured into limited edition releases and collaborations with notable figures in the world of art, culture, and sports. This approach has allowed the brand to stay relevant and engage with a diverse audience while maintaining its reputation for exceptional whisky craftsmanship.
Overall, Johnnie Walker stands as a testament to the enduring legacy of Scotch whisky, blending tradition and innovation to produce some of the world's most celebrated and cherished spirits. Whether enjoyed neat, on the rocks, or in cocktails, Johnnie Walker continues to be a symbol of quality and sophistication in the whisky world.