25 October 2012 – Source: The Spirits Business
Diageo has announced a new travel retail exclusive range of blended Scotch whiskies. The Explorers’ Club line will consist of three bottlings, The Spice Road ($43/litre), The Gold Route ($95/litre) and The Royal Silk Route ($159/litre).
The Spice Road will be available from December, The Gold Route will follow in March or April 2013, The Royal Silk Route will be released in May or June. Diageo has hinted that they plan to release other collections in the fututre.
The realease of the new range will be supported by a global marketing campaign said to be Diageo’s biggest in travel retail “by quite a margin”. The current Johnnie Walker blend range will remain on sale alongside.