PRIYANKA CHOPRA JONAS FRONTS NEW CAMPAIGN TO BRING JOHNNIE WALKER TO APRÈS SKI

Johnnie Walker Blue Label celebrates its entry into après ski culture through collaboration with Perfect Moment and the launch of a limited edition whisky

Johnnie Walker, the world’s number one Scotch Whisky*, is partnering with luxury skiwear and lifestyle brand, Perfect Moment, as it enters the Après Ski occasion. Starring Johnnie Walker Blue Label Ambassador and Perfect Moment Shareholder, Priyanka Chopra Jonas, the global campaign also introduces the new Johnnie Walker Blue Label Ice Chalet bottle bag.

Launching globally, the vibrant campaign stars Perfect Moment investor and ambassador, Priyanka Chopra Jonas and introduces the new Johnnie Walker Blue Label Ice Chalet bottle and Perfect Moment carry bag. Blurring the line between high-fashion and luxury spirits, the campaign was shot in the Swiss mountains and features the new Perfect Moment carry bag, blending the two iconic brands together seamlessly for a new luxury audience.  

Inspired by long days on the slopes, the campaign tells the story of ‘Blue Hour’, the perfect moment between sunset and twilight in the mountains. Bold imagery of Johnnie Walker Blue Label Ice Chalet frozen in ice and cinematic video showing the transition from slopes to socialising capture the dynamic energy of Après Ski and the versatility of the bottle bag for OOH, digital and social channels.

In this limited release, the iconic Johnnie Walker square bottle meets Perfect Moment’s North Star and houndstooth print in a deep blue reversible bottle bag crafted from a new liquid blue and white fabric. After removing the whisky, the bottle bag doubles as a stylish crossbody bag that effortlessly transitions from slopes to city.

As the brand continues to embed itself in luxury cultural moments, Johnnie Walker Blue Label Ice Chalet is the second drop in a series of limited edition whiskies, following the launch of Johnnie Walker Blue Label Elusive Umami in 2023 in partnership with Chef Kei Kobayashi, and builds on the brand’s partnerships with pioneers in luxury.

João Matos, Global Marketing & Innovation Director at Johnnie Walker, commented: “Luxury Après Ski has surged in popularity in recent years**, marking a transition from slopes to socialising that has opened the door to a new occasion. These moments already feel special, but we wanted to elevate them further by creating a Scotch whisky specifically blended to be enjoyed during ‘Blue Hour’. Collaborating with Perfect Moment and Priyanka has enabled us to perfectly blend the worlds of Après Ski and fashion to create a contemporary luxury icon.”

Speaking of the collaboration, actress and producer Priyanka Chopra Jonas added: “A Perfect Moment of mine has always been the Après Ski, a moment which brings together fashion and socialising, best complemented by a great drink and a chic outfit. Johnnie Walker Blue Label Ice Chalet offers everyone a little slice of that – no matter where they are – with a smooth Scotch whisky that perfectly mirrors the freshness of the slopes and a crossbody bag that looks as good in the snow as it does by the fireside.”

Inspired by snow-capped mountains and the world’s most luxurious ski resorts, each sip of Johnnie Walker Blue Label Ice Chalet provides notes of cinnamon-spiced apple that give way to warm cloves and spices before finishing with subtle hints of Alpine smoke. With only one in 10,000 casks meeting the requirements to go into blend, the complex flavours mix to create a rich depth that’s perfect after a day on the slopes.

Johnnie Walker Blue Label Ice Chalet will host a series of luxury ‘Blue Hour’ experiences at popular ski destinations with events in Deer Valley, Utah and Niseko, Japan. Available in markets globally, there will be additional activations that bring Après Ski to the on-trade, placing Johnnie Walker Blue Label Ice Chalet firmly at the heart of the luxury Après Ski occasion for the first time.

Johnnie Walker Blue Label Ice Chalet will be available for an RRP of $350 and in store at Johnnie Walker Princes Street, Edinburgh for £320.

Source: Johnnie Walker

  Advertising, Campaign, Collaboration, Diageo, Johnnie Walker, Johnnie Walker Blue Label, Limited Edition, Marketing, Perfect Moment, Priyanka Chopra Jonas, Scotch Whisky