Johnnie Walker Princes Street lights up Edinburgh to mark World exclusive launch
Edinburgh's West End will be illuminated with a stunning new projection as part of a complete takeover of the venue!
Article Source: Johnnie Walker Princes Street
Last Updated: 18 September 2023 11:42
Johnnie Walker, the world’s number one Scotch Whisky brand, today unveils Johnnie Walker Blue Label Elusive Umami - a pioneering expression inspired by the enigmatic flavour also known as the fifth taste, which will be available exclusively at Johnnie Walker Princes Street from today, before launching worldwide on October 16.
Taking inspiration from Japanese Zen Calligraphy, the projection onto Johnnie Walker Princes Street celebrates the ancient art form with silhouetted artists’ intricate brush strokes combined with elements from the beautifully crafted Umami Blue Label packaging on the side of Princes Street’s biggest canvas.
Arriving at Edinburgh’s eight floor whisky experience before anywhere else in the world, Johnnie Walker Blue Label Elusive Umami is a limited-edition release crafted by Master Blender Emma Walker and renowned Japanese Chef Kei Kobayashi of Paris’ three Michelin Star restaurant Kei.
The pair joined forces to create a Scotch that encapsulates the inscrutable taste of umami, a Japanese word used to describe what is a hard-to-define flavour, possessing mysterious qualities.
The result - a beautifully balanced Scotch of sweet and savoury flavours, with notes of blood oranges and red berries with sweet wood spice, a touch of smoked meat, a hint of salt and pepper with a long, sweet fruit finish. Selected casks from inland and coastal distilleries are hand-picked at the height of their maturation for their unique umami profile - only one in 25,000 casks succeeds in bringing this elusive character to life.
In addition to being the first in the world to get their hands on this incredible new whisky, Johnnie Walker Princes Street guests will also have the chance to enjoy a limited-edition Umami cocktail on the 1820 Bar roof terrace and take part in an immersive 60-minute tasting experience, with details set to be released on Johnnie Walker Princes Street’s social media profiles in the coming weeks.
Johnnie Walker Master Blender, Emma Walker, says: “When Chef Kei and I set out to capture the essence of umami, we wanted to push the boundaries of what Scotch could be and bring a truly innovative offering to the world of whisky and flavour.
“For Johnnie Walker Blue Label Elusive Umami, only one in 25,000 casks in our unparalleled reserves of more than 10 million maturing casks made the cut in our painstaking search for that elusive flavour profile – each expression of whisky was hand-picked to create an umami profile, just like ingredients for a recipe, allowing us to bring the unique character of this innovative whisky to life.”
Chef Kei Kobayashi adds: “Umami possesses a mysterious quality that ignites our senses, revealing sumptuous taste, complexity, and depth. Encapsulating that alluring flavour through Johnnie Walker Blue Label Elusive Umami allows you to immerse your palate in an exquisite Scotch Whisky of subtle richness.”
Rob Maxwell, Head of Johnnie Walker Princes Street, says: “Johnnie Walker is renowned for pushing the boundaries of what’s possible in whisky, and Johnnie Walker Blue Label Elusive Umami does just that. This collaboration is an expression of taste that’s rarely seen in the world of whisky, and one that is set to inspire a new generation of whisky lovers. It’s exciting that we are the world’s first location to stock this exclusive dram at Johnnie Walker Princes Street. We can’t wait for you to taste it.”
Available exclusively at Johnnie Walker Princes Street in Edinburgh from September 18, 2023, and available to buy globally from October 16, 2023.
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