Johnnie Walker Gets Personal in Blade Runner 2049 and Beyond


Blade Runner 2049 - Johnnie Walker - product placement

Johnnie Walker is more than 165 years old, but the brand’s drive to make a mark on today’s generation has kept the Diageo-owned iconic spirits marque forever young.

The brand is the world’s No. 1 Scotch whisky and is enjoyed in more than 80 countries. A big part of the reason is the brand’s consistent release of interesting flavors and designs, so that no one ever might suspect a heritage rooted in the deep past.

For instance, in mid-2016 Johnnie Walker released an Exclusive Collection Global Edition, with porcelain bottles featuring engraved designs that showed landmarks from all seven continents, such as the Great Wall of China and Pyramids of Giza. The effort underscored the fact that Johnnie Walker was one of the world’s first global brands.

On the high end, the brand reached out to its luxury consumers with the creation of eight bottles engraved with the Dream Cruises logo that commemorates the opening of the Johnnie Walker House on one of the cruise line’s ships, the Genting Dream. This was the first time the brand had created an experience at sea, featuring a tasting bar and the ability for passengers not only to buy bottles from Walker’s portfolio but also to have them personally engraved.

Johnnie Walker My Edition

On the mass personalization side of things, owner Diageo’s futures team is currently running an IndieGogo campaign to fund Johnnie Walker My Edition. Ready by year-end, the online customization tool lets you design and create your own Johnnie Walker blend, bottle and pack—a great gift for the holidays.

Johnnie Walker My Edition

One VIP fan has already received his own personalized blend for an entertaining reason. Filmmaker Denis Villeneuve has co-created “Johnnie Walker Black Label The Director’s Cut” — a limited-edition blend created with master blender Jim Beveridge to celebrate the upcoming release of Blade Runner 2049, which will hit theaters on October 6th.

Blade Runner 2049 - Johnnie Walker - Harrison Ford product placement

Johnnie Walker Black Label had a starring role in the original Blade Runner movie released 35 years ago. In a nod to the new Blade Runner 2049 film, the whisky comes in at exactly 49% ABV, and comes in a futuristic bottle inspired by the movie prop in the film. And watch for the brand’s cameo in the new film—Harrison Ford is seen with it in the clips below.


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