Johnnie Walker goes skiing with its latest campaign, partnering with renowned actress and producer Priyanka Chopra Jonas to launch a campaign for its newest limited-edition offering, the Johnnie Walker Blue Label Ice Chalet.
The Diageo-owned brand collaborated with luxury skiwear and lifestyle brand Perfect Moment, which designed a special bottle and bag to house a rare new blend crafted by Master Blender Emma Walker.
The brand aims to position its new offering as a new favorite for Après Ski, or the magical moment when skiing ends and socializing begins.
The stunning new bottle features a bold design that incorporates Perfect Moment's star logo and houndstooth pattern and comes in a stylish, reversible bottle bag that also doubles as a crossbody bag.
Additionally, Perfect Moment is launching an exclusive capsule skiwear collection inspired by the bottle design.
In a press release, Jonas described the quintessential Après Ski moment as a combination of fashion, friends, and a great drink.
"Johnnie Walker Blue Label Ice Chalet captures this essence perfectly, with a nod to the freshness of the mountains and a crossbody bag that looks as good on the snowy slopes as it does by the fireside," she concluded.
Johnnie Walker Global Marketing and Innovation Director João Matos chimed in to explain the increasing popularity of luxury après-ski in the last few years.
According to him, the shift has opened up an opportunity to create a special new occasion. He concluded by emphasizing how the collaboration perfectly fuses drink, skiing, and fashion to form a novel luxury experience.
The campaign will be featured across several global events, including launches in London and New York this month.
Later in January, the brand will open up consumer experiences in several key après ski locations.
The new campaign capitalizes on the global ski market, which was valued at about $12 billion in 2023 and is projected to grow by 3.2% each year from 2024 to 2032.
By inserting the brand into that magical moment of friends connecting after enjoying an emerging luxury sport and timing it for the upcoming winter and holiday season, Johnnie Walker effectively creates affinity with its target audience.
Creating Perfect Après Ski Moments
Perfect Moment, which Jonas is a shareholder of, was founded in Chamonix, a resort area at the base of Mont Blanc in the French Alps.
Crafting high-performance luxury skiwear since 1984, the fan-favorite brand is known for pushing fashion-forward ski outfits while remaining dedicated to technical excellence.
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The brand's new Blue Label-inspired collection is inspired by the magic of the "blue hour" or twilight, a favorite time among skiers.
According to Jane Gottschalk, co-founder and creative director at Perfect Moment, the collection aims to capture the essence of the Après Ski experience while highlighting the brand's North star motif.
Meanwhile, back in May, Diageo-owned brand Smirnoff ICE teamed up with Kathy Hilton to throw a unique tea party.
