Johnnie Walker Black Label celebrates 100 years

This year Johnnie Walker Black Label blended Scotch whisky celebrates 100 years. In order to celebrate the occasion, the makers of Johnnie Walker will be launching a limited edition centenary bottle in time for Diwali (17th October 2009) and the start of the festive season.

The bottle will be an opulent all-black design accented with the Johnnie Walker Black Label Centenary Edition slanting label across the middle. The bottle also includes gold embossed 'Limited Edition 1909-2009'.

The limited edition design, available from the end of September, will be supported by extensive promotional activity across the off-trade.

This year's activity will be bigger and better than previous years across wholesale and retail channels with over 3700 retailer POS kits available across 48 cash and carries.

Each of the 48 depots will receive Centenary and Magic 8 posters, display solutions and shelf barkers as well as a pyramid stand with envelopes containing retailer POS items.

Retailers will be able to collect an envelope containing wobblers and posters with the tagline 'Celebrating 100 Years of Progress'. The kits, which will support independent retailers by helping to drive sales are available free with purchase of either the centenary or standard bottles of Johnnie Walker Black Label.

There will also be activation in the on-trade with POS kits made available to 250 outlets including visibility items and glassware along with a promotion offering consumers an exclusive Johnnie Walker Black pen and case.