Diageo’s Johnnie Walker has unveiled Blue Label Ultra, a limited edition whisky that aims to redefine design standards within the industry.
This release boasts the lightest 70cl Scotch whisky glass bottle globally, weighing just 6.3oz (180g).
The bottle’s creation stems from advanced glass technology developed by Diageo’s design team, merging sustainability with luxury packaging craftsmanship.
The development of Blue Label Ultra took five years, focusing on premium design and environmental responsibility.
Johnnie Walker has obtained a patent for this glass technology and plans to provide a royalty-free licence for the open-sourced patent, enabling other industry players to leverage these advancements.
In conjunction with this launch, Johnnie Walker has partnered with North American artists and designers, along with The Corning Museum of Glass, to investigate future design and sustainability innovations.
These artists will produce distinctive pieces inspired by the glass technology utilised in Blue Label Ultra, which will be displayed in various formats, such as drinking vessels and artistic interpretations.
Featured designers include Amber Cowan, Objects of Common Interest, and Scott Newlin, recognised for their contributions to contemporary design.
The commissioned artworks will be unveiled during NYCxDesign in May at an exclusive exhibition hosted at the Cristina Grajales Gallery, which specialises in contemporary design.
Diageo global design director Jeremy Lindley said: “Johnnie Walker Blue Label Ultra was born out of a vision for the future of luxury—one that embraces lighter, sustainable, and innovative design without compromising craftsmanship.
“Through our work with leading designers, we’re extending this philosophy beyond whisky packaging, collaborating with some of the most exciting designers to explore new creative frontiers.”
Only 888 bottles of Johnnie Walker Blue Label Ultra will be manufactured, positioning it as a unique offering in the whisky market, according to the company.
The product is scheduled for release in North America on 1 May 2025, with a suggested retail price set at $1,250.
In July 2024, Diageo introduced a collaboration between Johnnie Walker and Scott Naismith, featuring generative AI that allows guests to personalise their own bottles of Johnnie Walker Blue Label.
