UK – Johnnie Walker, the renowned Diageo brand, has launched a limited edition Blue Label Ultra bottle, which it claims is the world’s lightest 70cl Scotch whisky glass bottle.
Weighing only 180g without the closure, this innovation was developed using a ‘test-and-learn’ approach in collaboration with external glass makers.
The aim was to redesign how whisky bottles are crafted, produced, and transported.
This revolutionary bottle, hand-blown and featuring a unique teardrop shape, marks the first time the traditional square Johnnie Walker bottle has been reimagined.
As part of Diageo’s Spirit of Progress action plan, the company aims to reduce glass usage and cut carbon emissions associated with packaging.
Citing a study by British Glass, Diageo notes that reducing the weight of glass can lead to significant carbon savings.
For every gram of glass reduced, more than half a gram of carbon emissions can be saved during production.
While the technology to mass-produce these ultra-light bottles is not yet available, Johnnie Walker has secured a UK patent and plans to offer the patent license royalty-free to encourage industry-wide innovation.
In 2025, 888 of these limited-edition bottles will be produced, with a select few made available for purchase in international markets at a retail price of £1,000 (US$1319.09).
Jeremy Lindley, Global Design Director at Diageo, explained the inspiration behind the bottle, “The Blue Label Ultra was conceived from discussions about the future of luxury. As other industries move towards lightweight solutions, such as eyewear and cycling, we questioned whether luxury spirits could do the same.
“The technical challenges pushed us to explore new design possibilities, such as the teardrop shape and protective cage, as well as hand-blown production to prevent damage.
“We hope these innovations will inspire the industry to explore lighter, more sustainable packaging solutions further.”
In July, Diageo unveiled its Johnnie Walker x Scott Naismith collaboration, which uses generative AI to enable guests to personalize their own Johnnie Walker Blue Label bottle.
This innovative experience, believed to be the first to blend premium Scotch whisky with art and AI technology, will be available exclusively at the Edinburgh, Scotland venue from August 1 to 31, 2024.
Visitors will be prompted to answer three simple questions, which will influence key themes in Scottish artist Scott Naismith’s work and ultimately shape their bottle design.
The AI-driven prompts will generate various colors, locations, artistic styles, and times of day, resulting in a unique bottle design that will be printed in minutes.
Powered by ‘Project Halo,’ a Diageo Breakthrough Innovation, this technology enables brands and consumers to co-create personalized label designs and product artwork.
Leveraging generative AI allows consumers to design Diageo products in bespoke and relevant ways to their passions and interests.
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