Johnnie Walker is going couture for its latest bottle.
The Diageo Scotch Whisky brand has tapped French couture fashion designer Olivier Rousteing to create the bottle for its new luxury initiatives, the Walker Vault platform.
“At Johnnie Walker we aim to redefine how luxury is expressed in Scotch whisky,” says Julie Bramham, managing director of Diageo Luxury Group. “With the Johnnie Walker Vault platform, we are carving out a new space that blends tradition with modernity – celebrating craftsmanship, rarity, and bold vision.”
The new Couture Expression product costs $20,000 a bottle and there are only 25 bottles in the batch.
“At the heart of this initiative is the artistry of Johnnie Walker Master Blender, Dr Emma Walker, and her unique way of telling personal stories through made-to-measure blends,” explains Bramham. “Working from the Johnnie Walker Vault – a hidden ‘atelier’ deep beneath Johnnie Walker Princes Street in Edinburgh – Dr Walker draws on an exceptional library of 500 rare, aged, and ghost whiskies, hand-curated from our 10 million cask inventory. These whiskies are rotated personally by Dr Walker to ensure only the most exceptional expressions are available for each bespoke creation.”
Brand Innovators caught up with Bramham to discuss the new luxury line as well as partnering with Rousteing.
What is the strategy behind this partnership?
For the first time, this invite-only experience is being opened to the public. The program offers a luxurious agenda deeply rooted in Scottish heritage – from Michelin Star dining to a stay at the iconic Gleneagles Hotel – culminating in a private blending session with Dr Walker. The result is a deeply personal whisky, presented in a handcrafted Baccarat crystal decanter, and forever recorded in the Johnnie Walker Vault archive.
Our collaboration with Olivier Rousteing under this platform embodies that spirit: pairing the blending mastery of Dr Emma Walker with the bold, expressive vision of one of fashion’s most influential figures. It’s a meeting of worlds – whisky and fashion, heritage and modernity – brought to life in a way only Johnnie Walker can.
Why did you decide to work with Olivier Rousteing?
Olivier Rousteing is a visionary whose creative journey embodies the very spirit of Johnnie Walker’s Keep Walking mantra. He brings an unapologetic boldness to everything he creates, with a deep respect for heritage and a commitment to reinvention. His personal story, emotional depth, and flair for storytelling made him the perfect collaborator for this first Johnnie Walker Vault drop. Together with our Master Blender Dr. Emma Walker, Olivier helped craft a one-of-a-kind collection that is as emotive as it is exquisite.
How does this new platform aim to target luxury lovers and revive Johnnie Walker as a modern luxury brand in the spirits business?
Johnnie Walker Vault is a platform built for the modern luxury landscape, where experience, rarity, and narrative matter more than ever. From bespoke blending appointments to collaborative drops like Couture Expression, we’re offering connoisseurs a deeply personal and elevated whisky journey. It’s about connecting with a new generation of collectors and cultural tastemakers who value creativity and craftsmanship. Through this platform, Johnnie Walker is not just participating in the luxury space we’re shaping its future.
How will you be activating in NYC to promote this launch?
Johnnie Walker and Olivier Rousteing will reimagine the iconic Sleep No More venue with an installation that blends fashion, technology, and whisky in a bold celebration of craftsmanship and creativity.
For one day only, guests can step into a projection-mapped tablescape experience featuring a kinetic holographic centerpiece, guided by Master Blender Dr. Emma Walker. Attendees will be among the first to taste Couture Expression, a $20,000-per-bottle release with only 25 bottles of each seasonal blend available globally.
We’re also hosting an immersive, invitation-only experience at the legendary Sleep No More venue, its first event since closing earlier this year. The evening includes a seasonal, multi-course dinner by Chef Yann Nury, tastings of the Couture Expression blends, and a cocktail party with signature Johnnie Walker Blue Label serves. It’s a deeply curated celebration which aims to echo the essence of this extraordinary collaboration.
