Diageo announces two new Game of Thrones whiskies

June 17, 2019
By Alana House

Following the huge success of its White Walker and
Game of Thrones Single Malt Scotch Whisky Collection, Diageo has announced it will release two additional expressions – A Song of Ice and A Song of Fire.

The two limited edition Johnnie Walker blended Scotch whiskies are currently available to pre-order in the US and will launch globally in October.

The bottle design for A Song of Ice features an image of a direwolf, while A Song of Fire depicts a dragon.

A Diageo spokesperson said: “We are excited to announce that Johnnie Walker and HBO will be releasing two new Scotch whisky blends in honour of the enduring legacy of Game of Thrones.”

Details of the new Game of Thrones whiskies “will be released in the coming months” and are available on a first-come, first-served basis.

The new bottlings are part of Diageo’s partnership with HBO, which began with the launch of White Walker by Johnnie Walker in October 2018.

It was followed by the Game of Thrones Single Malt Scotch Whisky Collection earlier this year, which featured eight whiskies, each matching one of the show’s Houses of Westeros, as well as the Night’s Watch.

Johnnie Walker A Song of Ice and A Song of Fire are available to pre-order on reservebar.com for $US43 each per 750ml.

Check out the teaser video for the new Game of Thrones whiskies below:

Johnnie Walker celebrates double-digit sales boom

Sales of Johnnie Walker surged following the release of “White Walker by Johnnie Walker”.

Diageo’s half-year earnings, released in February, saw organic net sales up 7.5% to 6.91 billion pounds, with Johnnie Walker net sales up 10% in the last six months.

“This was largely driven by Johnnie Walker Black Label and “White Walker by Johnnie Walker”, Chief Executive Ivan Menezes explained in an investors’ call.

According to Menzes, White Walker by Johnnie Walker is “the biggest cultural collaboration within the history of this 200-year-old brand”.

“With this innovation we are opening up scotch to a whole new audience thanks to the global cultural phenomenon that is Game of Thrones,” he said.

White Walker by Johnnie Walker – Game of Thrones whisky

White Walker became the number one most watched video ever on Johnnie Walker Instagram and the most talked about whisky on social media.

In Great Britain, the product was the number one best seller in Amazon grocery for over a week. And in the US, White Walker became the second most searched for product in the history of the on-line platform, Drizly.

“White Walker by Johnnie Walker and the Game of Thrones malt whiskies have been rolled out in many of our markets across the globe and have made a real contribution to our first half results, but more importantly we have connected new consumers to Johnnie Walker and scotch,” Menzes said.

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