Johnnie Walker unveils Blue Label Ultra whisky in lightweight green packaging

UK – Diageo’s iconic whisky brand, Johnnie Walker, has launched Blue Label Ultra, a limited-edition Scotch whisky that redefines the intersection of luxury, sustainability, and innovation.

This release features what is claimed to be the world’s lightest 70cl Scotch whisky glass bottle, weighing just 180 grams (6.3 oz).

The result of five years of development, the bottle embodies Diageo’s commitment to cutting-edge design and environmental responsibility.

The lightweight bottle is made using proprietary glass technology developed by Diageo’s in-house design team.

In a move to encourage wider industry progress, Diageo has patented this technology and will offer it royalty-free, enabling other manufacturers to adopt more sustainable practices.

To celebrate this innovation, Johnnie Walker has partnered with leading North American artists and designers, as well as The Corning Museum of Glass, to explore the future of sustainable design through art.

The collaboration will produce original works—from drinking vessels to abstract installations—showcasing the creative potential of the Blue Label Ultra’s glass technology.

Featured collaborators include Amber Cowan, Objects of Common Interest, and Scott Newlin, all renowned for pushing boundaries in modern design.

These exclusive pieces will debut at NYCxDesign in May, during a special exhibition hosted at the Cristina Grajales Gallery, a hub for contemporary design excellence.

Jeremy Lindley, Global Design Director at Diageo, explained, “Johnnie Walker Blue Label Ultra was born from a vision for the future of luxury—one that champions lighter, sustainable, and forward-thinking design while preserving the essence of craftsmanship.

“By collaborating with leading creatives, we’re extending this philosophy beyond packaging and into new realms of artistic expression.”

Only 888 bottles of Blue Label Ultra will be produced, making it a rare collector’s item. The product will launch in North America on May 1, 2025, with a recommended retail price of US$1,250.

This release follows another recent innovation from Diageo. In July 2024, the company unveiled an immersive collaboration between Johnnie Walker and Scottish artist Scott Naismith, blending AI and art for personalized whisky experiences.

Powered by Diageo’s Breakthrough Innovation platform, Project Halo, the experience uses generative AI to create custom Blue Label bottle labels based on a user’s responses to three prompts.

Visitors to the Johnnie Walker venue in Edinburgh (1–31 August 2024) can generate one-of-a-kind label designs, influenced by their preferences for colours, landscapes, artistic styles, and times of day. Labels are printed within minutes, delivering a truly bespoke bottle.

These initiatives reflect Diageo’s drive to combine heritage and innovation, offering unique and immersive experiences that resonate with modern consumers and support a more sustainable future for luxury packaging.

Subscribe to our email newsletters that provide busy executives like you with the latest news insights and trends from Africa and the World. SUBSCRIBE HERE