Johnnie Walker has teamed up with Block Bar to offer seven bottles from its rare Masters of Flavour series as NFTs, plus digital artwork and a ‘unique’ experience, for $35,000 USD. The Diageo-owned brand partnered with graphic design artist BossLogic, also known as Kode Abdo, to create seven pieces of artwork to accompany the bottles.
“I’m proud to present this ‘once-in-a-lifetime’ collection of seven one-of-a-kind works of art,” said Abdo. “Each piece is a unique celebration of the souls of life, paired with seven rare bottles of 48-year-old blended Scotch whisky.”
Unveiled last November, The Master of Flavour series is made up of rare whiskies aged for at least 48 years from four closed distilleries: Port Dundas, Brora, Glen Albyn, and Glenury Royal. Each expression comes in a green Baccarat crystal decanter and a handmade wooden cabinet.
Each NFT will also provide the buyer with the chance to visit Johnnie Walker Princes Street in Edinburgh. The experience will include a stay at the Gleneagles townhouse and a tour of the Glenkinchie Distillery and the Diageo Archive, along with a VIP tasting of rare whiskies from the Diageo collection.
“At Johnnie Walker, we’re always challenging ourselves to create unique experiences that people can enjoy and engage with around the world,” said Julie Bramham, Johnnie Walker Global Brand Director. “This innovative collaboration with Block Bar puts Johnnie Walker at the cutting edge of what is possible in whisky, providing something truly unique for whisky aficionados and collectors around the world.”
Johnnie Walker Masters of Flavour NFTs will be available to buy from Block Bar at 10.30am EST on Tuesday, May 31 on a first come, first served basis. The first users to reserve the bottle will have 10 minutes to checkout. Once purchase is complete they will receive an artwork NFT in their wallet, as well as the opportunity to redeem the Scotland experience. Each NFT can be purchased with ETH or by fiat.
Johnnie Walker joins a long line of brand launch special NFT whisky packages. Last month, The Glenrothes unveiled a 36-Year-Old single malt Scotch whisky with an interactive NFT artwork that unlocks real-life experiences across the globe. That same month, Ardbeg unveiled its first single malt whisky NFT, Ardbeg Fon Fhòid, which was buried in a peat bog for nearly three years.
In March, The Dalmore has unveiled a 33 Year Old single cask whisky, which it will sell as 223 NFT bottles. Buffalo Trace Distillery, meanwhile, teamed up with Block Bar to release a six-liter vintage 1982 OFC Bourbon, that is being sold as an NFT.
In November, Johnnie Walker introduced the brand’s first High Rye profile whisky – Johnnie Walker High Rye Blended Scotch Whisky.