Johnnie Walker is exploring the Après Ski “Blue Hour” to launch its latest and continue to lean into luxury. The Diageo whiskey’s Blue Label Ice Chalet has launched in collaboration with luxury skiwear and lifestyle brand Perfect Moment. To celebrate, Johnnie Walker and the LCBO unveiled a pop up at Toronto’s Holt Renfrew Bloor Street, which will run until Dec. 23.

Johnnie Walker Blue Label Ice Chalet marks the second installment in the Cobalt series, a collection of limited-edition whiskies that elevate the brand’s luxury and cultural capital and follows the release of Johnnie Walker Blue Label Elusive Umami in 2023.

The new bottle design marries Johnnie Walker’s square silhouette with Perfect Moment’s star logo and hounds-tooth pattern, encased in a deep blue hue. Each bottle comes packaged in a bespoke reversible Perfect Moment cross-body bag. Perfect Moment has also released a capsule skiwear collection featuring coordinated designs inspired by Johnnie Walker Blue Label Ice Chalet.

Nadia Niccoli, head of marketing at Diageo Canada, tells strategy the launch fuses premium whisky with an adventurous, elegant lifestyle. “For Canadian consumers, Ice Chalet feels particularly relevant, celebrating our love for winter and outdoor adventure while offering a whisky that perfectly complements the season,” she says. “It’s great to see brands bring their stories to life in a tangible way through immersive activations, and we know it’s crucial to differentiate yourself.”

Niccoli adds that the launch has created something unique – a luxury après-ski-inspired experience right in the heart of Toronto. “Beyond complimentary sampling opportunities, we’re elevating and extending this experience with an exclusive holiday menu at Holts Café, designed to pair perfectly with Johnnie Walker,” she says.

Johnnie Walker wanted to partner with a brand that epitomizes luxury and sophistication, mirroring the essence of Blue Label, Niccoli says, adding that Holt Renfrew’s discerning clientele and premium retail environment created an ideal stage. It is also allowing guests to personalize their bottle of Ice Chalet with custom charms. “Launching during the peak of holiday gifting allows us to capture consumers who are seeking memorable experiences and premium gifts,” Niccoli says.

Middle Child is providing PR support.