Would it be an exaggeration to call this revolutionary? What Johnnie Walker has just accomplished in the realm of Scotch and within the luxury industry at large? Hard to say until you witness Johnnie Walker Vault, this ambitious endeavour up close, as we did.
Custom concepts are no stranger to luxury. Perhaps even overly familiar of late. Fortunately, a touch more nuance is employed here. For the very first time, Johnnie Walker is unlocking the doorway to its Bespoke Private Blend Experience—with genuine purpose.
Superfluous keywords aside, Johnnie Walker Vault is both a physical place and a deeply personalised experience. You will find yourself in an undisclosed 'creative' atelier within the brand's Princes Street home in Edinburgh, face to face with Master Blender Dr. Emma Walker, as the culminating destination. But you will first enjoy a meticulously tailored adventure on your way there, curated to personal desires and preferences.
Every aspect of the programme is profoundly rooted in a luxurious agenda tailored to individual desires and the rich heritage of Scotch's birthplace. You embark on uniquely Scottish pursuits, receive utmost pampering and dine Michelin Star menus; all within the sprawling grounds of the famous Gleneagles Hotel.
The greatest highlight, second only to leaving your very own Whisky legacy (more to come here), is a tour of the Diageo Archive—a space also not open to public. You would think the extensive portfolio of key bottles and documents will be just that. Nothing prepares you for how viscerally impressive it is. You spot exceptional releases amid the neatly organised, metres-high library; and can't help but marvel at centuries of diligent chronicling with global reach.
So when you, now armed with a wealth of Johnnie Walker lore, finally enter the Master Blender's playground to confer with said maestro, it becomes incredibly exciting. The Vault holds a selection of 500 whiskies individually curated and rotated by Dr. Walker. Each showcase the best of 10 million casks from over 30 distilleries, of which approximately half include aged stock over 50 years, or originate from "ghost" and appointment-only distilleries.
Magic unfolds watching Dr. Walker at work. Blended Scotch periodically holds a less favourable reputation compared to its single malt counterpart, yet observing how it comes to life only intensifies appreciation for the process.
Especially when you get to nose the notes alongside Dr. Walker's translation of your preferences, as she explains visualising abstractions in colour then executes it in a poetic fashion that is both chemistry and poetry. Not only are guests keeping this intimate rarity in a crystal decanter handcrafted by the renowned Baccarat, the special creation and recipe will officially join the Johnnie Walker Vault archive for future commissions.
Insane, if you really think about it. In which other generation would mere admirers get to embed their stories in the illustrious history of their beloved purveyor? This extraordinary opportunity by Johnnie Walker pushes a new era in the brand's most ardent expression of blending artistry, and you can't convince us otherwise.
Truly, trying a personal blend crafted solely on a questionnaire was nothing short of a pleasant surprise. I was mostly in awe of how Dr. Walker was able to glean a full expression from my one-word responses. My resulting gift is a well-rounded portrait of tropical fruit, creamy oat and hints of spice. It comprises Cameronbridge 1998, Oban 2010, Glenkinchie 1996, and Port Ellen 1979.
The Private Blend experience is only the first offering from the Johnnie Walker Vault platform. This Spring, Johnnie Walker Vault will unveil its first collaboration, including a limited-edition collection, with a visionary artist in couture fashion.
A first-hand account of the experience is published in the April print issue of Esquire Singapore.
Find further information or register for the bespoke private blending experience at Johnnie Walker Vault. Packages start from £50,000.
