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Press release from PR Newswire

Johnnie Walker Double Black Officially Joins the Johnnie Walker U.S. Lineup as a Permanent Offering

Thursday, April 18, 2013

Johnnie Walker Double Black Officially Joins the Johnnie Walker U.S. Lineup as a Permanent Offering

10:00 EDT Thursday, April 18, 2013

The Amplified, Rich Flavor of Double Black is Here to Stay

NEW YORK, April 18, 2013 /PRNewswire/ -- Scotch whisky enthusiasts in the U.S. won't have to book international travel to ensure they can enjoy Johnnie Walker Double Black after they've poured their last glass. Johnnie Walker announces today that the innovative blend is now officially a part of the U.S. lineup.

(Photo: http://photos.prnewswire.com/prnh/20130418/NY96726 )

On the tails of the overwhelmingly positive response in America to the rerelease of the limited edition blend, the permanent inclusion in the portfolio places Johnnie Walker Double Black shoulder-to-shoulder with whiskies that possess an unparalleled heritage of blending and a legacy of innovation dating back more than 200 years. The addition provides an exciting option for people who already appreciate the character of Johnnie Walker Black Label or enjoy exploring big, bold flavors in scotch.

"The deeper, more intense flavors of Johnnie Walker Double Black derive from the combination of selected aged, naturally smoky whiskies and whiskies matured in deep-charred oak barrels, all carefully blended to bring out the smokiest flavors," commented Master Blender Jim Beveridge. "It took our blending team years to perfect, but when we found the right combination, we knew this was the next step for Johnnie Walker."

The story of innovation is central to the history of Johnnie Walker. Its roots can be traced back to the very beginning of the brand as John Walker applied his tea blending skills to whisky blending to ensure a consistent and high quality product for the customers of his grocery.  The pioneering spirit of Walker and his sons made Johnnie Walker one of the world's first global brands.  Over the past two centuries the journey of Johnnie Walker can be mapped across 200 countries and shows no sign of slowing down.

"We have seen a dramatic increase in Scotch whisky sales around the world and the response to Johnnie Walker Double Black in the US market has been overwhelmingly positive," said Brian Radics, Scotch Brand Director, Diageo North America. "We are proud to bring this previously unexplored category of exceptionally smoky blends to our consumers for their responsible enjoyment."

Johnnie Walker Double Black is now available nationwide with a suggested retail price of $40. For more information, please visit www.JohnnieWalker.com/en-us. Johnnie Walker reminds you to please drink responsibly.

ABOUT Johnnie Walker®:

Johnnie Walker is the world's number-one selling Scotch Whisky brand, representing the concept of personal progress for the many people who enjoy it in more than 200 countries worldwide, just as it did to John Walker, who founded the business in 1820. A combination of consumer insight, determination and commercial astuteness enabled three pioneering generations of Walkers to grow a small grocery store into an international Scotch whisky business selling stylish, globally recognized brands that today define the Scotch whisky category.

About Diageo

Diageo (Dee-AH-Gee-O) is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, beer and wine. These brands include Johnnie Walker, Crown Royal, J&B, Windsor, Buchanan's and Bushmills whiskies, Smirnoff, Ciroc and Ketel One vodkas, Baileys, Captain Morgan, Tanqueray, Guinness, Beaulieu Vineyard and Sterling Vineyards Wines.

Diageo is a global company, with its products sold in more than 180 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands, and performance, visit us at Diageo.com. For our global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit DRINKiQ.com. Celebrating life, every day, everywhere.

©2013 IMPORTED BY DIAGEO, NORWALK, CT.

SOURCE Diageo

For further information: Leah Eagel, Hunter Public Relations, 212 679-6600, leagel@hunterpr.com, or Jim Sias, Diageo, 646 223-2305, Jim.Sias@diageo.com

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