Johnnie Walker Invites ‘Squid Game’ Fans to Pick Their Player in Limited Release Honoring Series Return
(Photo: Johnnie Walker)
On Tuesday, Johnnie Walker announced that the blended scotch whisky brand was unveiling limited-release bottles of Johnnie Walker Black honoring the highly anticipated Season 2 of Netflix’s hit show, “Squid Game,” which returns to screens on Dec. 26.
The limited-edition bottles of the brand’s Black Label feature numbers that range from 001 to 456, indicating the number of players in the series. The design features the signature Johnnie Walker Striding Man logo wearing the “Squid Game” tracksuit, and the packaging hosts a pattern meant to serve as a nod to the material used for the green tracksuits in the series.
Johnnie Walker’s Squid Game Edition hosts a suggested retail price of $34.99. The blended scotch possesses an ABV of 40%.
“This partnership brings together two global icons, the world’s number one Scotch whisky and the worldwide TV phenomenon of Netflix’s ‘Squid Game,'” Diageo North America Vice President of Johnie Walker Josh Dean said in a news release. “Our loyal fanbases are going to be thrilled by the element of discovery with our collectible, limited-edition bottle designs that allows them to get close to the action. At Johnie Walker, we’re continuing to reimagine how whisky can be enjoyed through unique and creative experiences, partnerships and occasions.”
To kick off the launch, Johnnie Walker will be taking over Times Square at 4:56 p.m. EST, and both brands will be encouraging fans 21 and up to get excited for the series’ return in December. Fans in New York will also be able to play one of the games from the show.
The blended scotch brand additionally unveiled a signature cocktail called The 456. It possesses a “twist of mystery” just like “Squid Game,” according to its creator, mixologist Ginn Choe.
“It’s made with popular and traditional Korean ingredients, such as honey for sweetener and barley tea known as bori-cha that marries well with the spice and vanilla notes of Johnnie Walker Black Label.”
To continue the partnership, Johnnie Walker and Netflix will be implementing a variety of social campaigns, events and retail activations inspired by the show.
“Squid Game fans are highly anticipating the show’s return,” Netflix Vice President of Global Brand & Partner Marketing Magno Herran said. “To give them something really special and unexpected, in collaboration with Johnie Walker, we dressed the iconic Striding Man in the show’s classic green tracksuit. Through our partnership, we’ve taken the series from the screen to the shelf, to the streets, even surprising fans in Times Square with an opportunity to play a game featured on Squid Game. This excellent integrated experience also includes promotion of the campaign on Netflix’s ad-supported plan, so our members can pick up the perfect pairing of Johnnie Walker and Netflix for the series release this December.”
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