New Johnnie Walker Gold Label: Serve Chilled

Just look at the new Johnny Walker Gold that comes with an “Ice Pillar”…

Serve Chilled - that's how they want you to drink it

Basically, it lets you freeze your bottle and then extend it’s temperature so you can enjoy your whiskey they way it’s meant to be served (for much much longer).

“To make this new consumption ritual visually conveyed, we have symbolized gold confined into ice. The Ice Pillar keeps Gold Label bottles frozen.” Denis Boudard says.

If we take a closer look, the inner box is inspired by frosted gold leaves and symbolizes the whole “Gold Label” vibe, while the outer box is transparent depicting the ice wrapping the item.

The slanting dynamics of Johnnie Walker Gold’s emblematic label

The Gold Ice Pillar is covered by a metallic gold anodized ring with embossed logos – it makes the product and the brand immediately identifiable and is also used for closing the case.