Celebratory bottle features signature bold illustrations from the luxury fashion designer
famed for redefining couture through craft and community
The first Indian fashion designer to be invited to show at Paris Haute Couture Week, Rahul
Mishra is renowned for his exquisite embroidery and mastery of color as well as his
commitment to slow fashion, ‘mindful luxury’ and supporting local artisans. Bringing this
design philosophy to the partnership with Johnnie Walker Blue Label – an icon of whisky
defined by heritage, craft and timeless elegance – Mishra’s bottle and pack design pays
tribute to the rich cultural tapestry of India, honoring rituals, celebrating connections, and
walking boldly into a season of festivity.
Rahul Mishra said “Johnnie Walker Blue Label has been a symbol of luxury and celebration
for decades - not only in India but across the world - and learning more about the time and
craftmanship that goes into every bottle has been a wonderful journey. Slowing the process
of craft and creating a sustainable eco-system for artisans is something close to my heart so
sharing my philosophy with a brand with centuries of heritage and a lineage of craftspeople
has been very special.”
The limited edition design symbolizes ‘bright beginnings’ with Mishra drawing inspiration
from native flora and fauna which he describes as “blooming flowers and spirited animals”.
The intricate bottle design also features a bright festive night symbolizing abundance and joy
to come.
“Johnnie Walker Blue Label is such a special Scotch whisky, and we're proud that it takes
pride of place at celebrations across the world,” says Dr Emma Walker, Johnnie Walker
Master Blender. “It has a rich, smooth and luxurious flavor profile – fresh citrus and rose
petals, giving way to dark chocolate, vanilla and hazelnut wrapped in warming smoke –
perfect for toasting special occasions or pairing with aromatic, sweet celebratory dishes.”
Each bottle of Johnnie Walker Blue Label is the result of the combined expertise of a small
team of passionate whisky makers led by Dr Emma Walker, just the sixth master blender in a
lineage that stretches back almost 200 years to the time of founder, John Walker. Only 1 in
10,000 casks in the unparalleled reserves of over 10 million maturing Scotch Whiskies has
the richness and character required to intricately craft Johnnie Walker Blue Label.
Emma continues, “This beautiful design by Rahul complements how special the whisky
inside each bottle is, and brings to life the joy of celebrating with those close to you. Working
with such a progressive and thoughtful artist, who cares so deeply about the power of
craftsmanship, also feels like a fitting recognition of the talented people who have ensured
Johnnie Wlaker Blue Label’s unwavering quality over decades.”
The limited edition design is available from an SRP of $264.00 online and at select fine
spirits retailers globally and will feature as the showpiece of a series of international Johnnie
Walker Blue Label festive celebrations with Indian talent and partners across October and
November.
For further information, please contact: HUNTER whisky[@]hunterpr.com.
About Johnnie Walker:
Johnnie Walker is the world’s number one Scotch Whisky brand* (IWSR 2023) & the world’s number
one International Spirits Brand* (IWSR 2023 Relative Market Share), enjoyed by people in over 180
countries around the world. Since the time of its founder, John Walker, those who blend its whiskies
have pursued flavor and quality above all else.
Today’s range of award-winning whiskies includes Johnnie Walker Red Label, Blonde, Black Label,
Double Black, Green Label, Gold Label Reserve, Aged 18 Years, and Blue Label. Together they
account for over 22 million cases sold annually (IWSR, 2023). Johnnie Walker is also the number one
best-selling Scotch and number one trending Scotch (Drinks International, 2024).
About Diageo:
Diageo is a global leader in beverage alcohol with an outstanding collection of brands across spirits
and beer categories. These brands include Johnnie Walker, Crown Royal, JeB and Buchanan’s
whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and
Guinness.
Diageo is a global company, and our products are sold in more than 180 countries around the world.
The company is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange
(DEO). For more information about Diageo, our people, our brands and performance, visit us at the Diageo website. Visit Diageo’s global responsible drinking resource, DRINKiQ, for
information, initiatives and ways to share best practice.
Celebrating life, every day, everywhere.
About Rahul Mishra:
Rahul Mishra is an award-winning Indian designer, celebrated for merging traditional Indian craft with
global design. The first Indian designer invited to showcase at Paris Haute Couture Week and winner
of the 2014 International Woolmark Prize, he was honoured with the French Chevalier de l’Ordre des
Arts et des Lettres in 2023.
Through his eponymous couture label and prêt-à-porter brand AFEW Rahul Mishra, he champions
sustainability, artisan empowerment, and a new definition of luxury—rooted in participation, not just
consumption.
His commitment to empowering over 1,200 artisans through sustainable livelihoods forms the
foundation of his design process—one that is as socially conscious as it is aesthetically refined.
Through every garment, collaboration, and creation, he invites the world to experience Indian tradition
as a vibrant force shaping the future.
His creations have been worn by high profile celebrities and influencers from across the world,
including Priyanka Chopra Jonas, Zendaya, Law Roach and Gigi Hadid.
*By RSV 2023
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