Johnnie Walker Black Cask
Challenge
Invite bourbon drinkers into the world of Scotch and mark a meaningful new chapter for Johnnie Walker.
What we did
We created Black Cask, a Scotch matured in ex-bourbon barrels that brings roundness and sweetness to the depth of Black Label. The design introduces a saturated yellow that reflects bourbon’s brighter character while preserving the heritage architecture of the range. The result feels familiar yet unmistakably Scotch.
Outcome
A permanent addition to the portfolio after 15 years, opening the door to a new audience while strengthening the Black Label story.
