Johnnie Walker Blue Label recently hosted a magical event at the newly opened The Forum at Hyde Park Corner shopping centre.

• Dubbed a Winter Wonderland, the event transported guests to an Après-ski Shangri-La, turning a mid-summer night in Sandton into a snowy escape.
• The event celebrated the launch of the new limited-edition Johnnie Walker Blue Label Ice Chalet.
• The evening was a masterclass in creativity and craftsmanship.
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The atmosphere was a symphony of visual elegance, blending state-of-the-art digital screens and thematic winter décor. Guests mingled amid snow-dusted aesthetics, savouring the spirit of a high-altitude retreat, all while being treated to delicious canapés and expertly crafted cocktails. The entertainment was equally impressive, featuring the ethereal sounds of an electric violinist and a mesmerising aerial silks performance that brought a touch of artistic flair to the evening.

At the heart of the event was the launch of the Johnnie Walker Blue Label Ice Chalet, an exquisite blend crafted by Master Blender Emma Walker. Inspired by the snow-capped mountains and the opulence of elite ski resorts, the Ice Chalet blend brings forth a luxurious flavour profile. Notes of cinnamon-spiced apple, warm cloves, and subtle Alpine smoke evoke a sense of refinement and adventure.

The collaboration with luxury lifestyle brand Perfect Moment added another layer of elegance. Together, they introduced a stunning new bottle design and a reversible crossbody bag inspired by the ‘Blue Hour’, capturing the perfect union of style, warmth, and sophistication. The ‘Blue Hour’in nature, is the enchanting time right after the ‘Golden Hour’, occurring just before sunrise or shortly after sunset, when the sky transforms into a rich, saturated shade of blue.

Innovation is at the heart of everything we do. Johnnie Walker Blue Label isn’t just a whisky; it’s a celebration of craftsmanship and a statement of luxury. We are always looking for new ways to elevate the experience for our discerning consumers, ensuring that every sip is an exceptional moment.

// Marketing Manager for Johnnie Walker South Africa, Keval Ramraj

Emma Walker carefully selected rare single malts from Scotland’s most northern distilleries, matured in the region’s coldest winters. This meticulous process resulted in a whisky that is both complex and harmonious, perfectly encapsulating the spirit of high-altitude indulgence.

The launch of the Ice Chalet builds on the success of last year’s Umami experience, which paired whisky tasting with sensory elements like sound and scent. While the Umami experience broke boundaries in multisensory engagement, the Ice Chalet offers a fresh perspective on how whisky can be savoured in unique and immersive settings.

True luxury today is not only about owning rare and exquisite items but also about the experiences they offer.

// Marketing Manager for Johnnie Walker South Africa, Keval Ramraj

This ethos is particularly relevant in South Africa, where discerning consumers are increasingly drawn to brands that combine heritage with modern innovation.

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