Johnnie Walker Blue Label has its eyes on the slopes this season with the launch of a limited-edition whisky.

The brand has partnered with luxury skiwear and lifestyle brand, Perfect Moment and actress Priyanka Chopra Jonas to support the push. Chopra Jonas is a shareholder in Perfect Moment and a brand ambassador for Johnnie Walker Blue Label. The global campaign also introduces the new Johnnie Walker Blue Label Ice Chalet bottle, with a matching Perfect Moment carry bag.

The campaign is designed to blur the lines between high fashion and luxury spirits. Shot in the Swiss mountains and featuring the new Perfect Moment carry bag, the campaign is firmly targeted at the new luxury audience as they hit the slopes.

Telling the story of ‘Blue Hour’, the perfect moment between sunset and twilight in the mountains, the campaign will run across out-of-home, digital and social channels. PR for the campaign will be handled by Smarts.

The limited release of the Johnnie Walker Blue Label Ice Chalet bottle will incorporate Perfect Moment’s North Star and houndstooth print, in a reversible bottle bag. When the whisky is removed the bottle bag becomes a crossbody bag.

The tie-up is designed to embed the Johnnie Walker brand in the culture of luxury Après Ski. 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 and Innovation Director at Johnnie Walker, explained: “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.”

The limited edition whisky is Inspired by snow-capped mountains and the world’s most luxurious ski resorts. The whisky includes notes of cinnamon-spiced apple, warm cloves and spices, as well as 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.

The campaign will also be supported by experiential activity. 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. The global campaign will include activations that bring Après Ski to the on-trade across the world.

By placing Johnnie Walker Blue Label Ice Chalet firmly at the heart of the luxury Après Ski market the campaign underlines the importance of partnership in building cultural relevance within highly targeted audience segments.