Johnnie Walker’s first NFT collection sold out in three minutes on luxury website BlockBar.
The seven ultra-rare, vaulted bottles of Blended Scotch Whisky from the Master of Flavour series, each valued at AUD$49,000, were paired with seven unique works of art in a campaign developed for Johnnie Walker by VICE Media’s Virtue APAC.
Lyndon Govender, marketing director, Southeast Asia, Diageo, added: “At Johnnie Walker we are continuously pushing the boundaries of innovation and creativity. This drop symbolises the future of luxury whisky ownership and consumer experience and we are proud to have worked closely with the team at Virtue to navigate this new world and create a campaign we are truly proud of.”
Johnnie Walker Masters of Flavour is the third and final whisky in the Johnnie Walker Masters series of extremely rare Scotch, crafted from fleetingly rare whiskies – which are all aged for at least 48 years – from four now closed distilleries: Port Dundas, Brora, Glen Albyn and Glenury Royal.
Each of the seven bottles unlock access to an exclusive piece of digital artwork from Australian contemporary artist Kode Abdo, aka BossLogic. Known for his fancasts, he recently teamed up with footballer Lionel Messi to create a new series of artistic NFTs featuring the global sports icon.
Extending the digital experience into the physical world, buyers can choose to keep the NFTs and redeem their purchase for an exclusive three-day trip to Edinburgh, Scotland. Immersing themselves in the history of Johnnie Walker, the experience includes a guided tour of the lowlands home of Johnnie Walker, including the Diageo archive and private tastings of rare collectable whiskies from the Diageo collection.
Chris Gurney, group creative director at Virtue APAC said: “Johnnie Walker Masters Of Flavour is the ultimate expression of mastery, so our approach was to bring the 48-year-old whiskey making and packaging process to life through the craft and materials of the world’s leading artisans.
“Only seven rare bottles of Johnnie Walker Masters of Flavour were available through Blockbar.com and owning one of them is equivalent to owning a piece of time. The whisky and the bottle itself is a piece of art and our treatment of the film needed to reflect that.”