JOHNNIE WALKER COLLABORATE WITH STREETWEAR ARTIST VANDYTHEPINK AND PARTNER 88RESER TO RELEASE THE FIRST JOHNNIE WALKER BLUE LABEL BOTTLE AND NFT DESIGN INFLUENCED BY A COMMUNITY VOICE

A select number of limited edition bottles will be available exclusively on BlockBar.com and will unlock access to an immersive whiskey experience curated by Vayner3 at SCOPE Miami Beach in December

MIAMI, 18 November 2022 /PRNewswire/ — In celebration of a world-renowned cultural moment for art taking place in Miami, FL, Johnnie Walkerthe world’s number one Scotch Whisky* and 88rising, the pioneering music and art collective, invite spirits and art collectors the opportunity to influence a limited edition Johnnie Walker Blue Label designed by Junghoon Vandy Sonknown as VANDYTHEPINK.

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Through a first-of-its-kind collaboration with BlockBar, the world’s first direct-to-consumer NFT marketplace for luxury wine and spirits, and Web3 consulting company Vayner3 – NFT holders will have the opportunity to take part in a token-Gated voice experience, giving holders the opportunity to inspire VANDYTHEPINK’s final design of the physical bottle. This will be the first time artwork by VANDYTHEPINK will debut in Web3 and the first time BlockBar will host a community-influenced release where NFT holders will vote on artwork to appear on the bottle.

VANDYTHEPINK is a highly acclaimed streetwear designer known for his progressive and playful take on icons drawn from pop culture worldwide. With the Johnnie Walker Blue Label as its canvas, VANDYTHEPINK created a series of iconographies and color schemes in collaboration with Johnnie Walker and 88rising that holders will rate when purchasing NFT. Drawing inspiration from her culture and personal experiences, VANDYTHEPINK focused on themes of progress, harmony, balance, beauty and quality. He found beautiful synergies in these qualities in the craftsmanship of Johnnie Walker Blue Label and the community built around 88reise to conceptualize the artwork for this bottle release.

“Johnnie Walker Blue Label has become a recognized symbol of prestige and I am delighted to imprint my artistic vision on one of the most iconic blended Scotch whiskeys in the world,” said Junghoon Vandy Son, founder of VANDYTHEPINK. “Inspired by the complex harmony and depth of the character, I wanted my artwork to be symbolic of the balance in the bottle as the represented communities Johnnie Walker and 88rising bring together.”

By purchasing NFT on BlockBar.com, holders will also have VIP access to attend “V” curated by Vayner3 at SCOPE Miami Beach at Friday 1. December. NFT holders will have the opportunity to meet VANDYTHEPINK, vote on the final bottle artwork and receive a signed, serial numbered piece of memorabilia while enjoying an elevated Johnnie Walker Blue Label tasting experience.

“I’m incredibly excited to see where the design of this Johnnie Walker Blue Label collaboration with VANDYTHEPINK ends up,” said Sophie Kelly, Senior Vice President of Whisky, DIAGEO North America. “We’re excited to push boundaries in Web3 as this is a first-of-its-kind creator collaboration with an NFT marketplace, ultimately allowing the BlockBar community to play with unique VANDYTHEPINK icons to create a one-of-a-kind Johnnie Walker Blue Label bottle with us .”

After December 1st, the Johnnie Walker Blue Label NFT will be updated to reflect the community that voted for the artwork and be designed on the VANDYTHEPINK edition of the Johnnie Walker Blue Label bottles. The physical bottles once created will be held securely by BlockBar with a record of authenticity on the blockchain as a digital certificate of ownership until the NFT is redeemed.

The limited edition VANDYTHEPINK x Johnnie Walker Blue Label release will be released publicly on BlockBar.com at 10:00 a.m. ET on Tuesday, November 22. BlockBar’s Johnnie Walker token holders, Johnnie Walker POAP holders and select Web3 community members will have early access to purchase this release starting 24 hours prior to the public sale. NFT priced at $355 USD (approx. 0.30 ETH) can be purchased by people over the legal drinking age in their respective jurisdictions from BlockBar.com with ETH or credit card. On 10:00, the first users who reserve the bottle will have 10 minutes to pay. Users who successfully check out will receive an NFT (digital version) representing proof of authenticity and ownership of the physical bottle, which is stored with BlockBar until the bottle owner is ready to “burn” the NFT to redeem. Bottle owners can give or resell this NFT on the BlockBar.com marketplace.

“We are delighted to partner with Johnny Walker for the fourth time with this special release. This is the first time we’re bringing a unique voice mechanic to the buying experience, and we think the BlockBar community will be incredibly excited and engaged,” said Dov Falic, co-founder and CEO of BlockBar. “We are honored to have VANDYTHEPINK lend their iconic artistry to conceptualize this release that will be unique to the bottle owners who purchase Johnnie Walker Blue Label NFT.”

The brand’s collaboration with BlockBar is part of an ongoing partnership with Johnnie Walker and Vayner3, the Web3 consultancy under the VaynerX umbrella, founded by serial entrepreneur Gary Vaynerchuk. The collective effort seeks to offer consumers in Web3 unique and first-class experiences for both NFT and spirits collectors. “Following the successful launch of the VeeFriends collaboration, and the launch of the Johnnie Walker Ghost and Rare Master Set and NFT on BlockBar.com, we are thrilled with the momentum Johnnie Walker has created over the past year,” said Avery Akkineni, president of Vayner3. “We look forward to continuing our partnership and bringing innovative new experiences to consumers in the Web3 and Johnnie Walker community.”

About Johnnie Walker

Johnnie Walker is the world’s number one Scotch whiskey brand, enjoyed by people in over 180 countries around the world. Since the founder’s time, John Walkerthose who blend the whiskeys have pursued taste and quality above all else.

Six generations of skilled Master Blenders have pioneered and created bold new flavors that have transformed a small Scottish grocer, founded in 1820, into an international whiskey business selling stylish, authentic and iconic blends.

Today’s selection of award-winning whiskeys includes Johnnie Walker Red Label, Black Label, Double Black, Green Label, Johnnie Walker High Rye Blended Scotch Whisky, Gold Label Reserve, Aged 18 Years and Blue Label. Together they account for almost 19 million cases sold annually (IWSR, 2019), making Johnnie Walker the most popular Scotch Whiskey brand in the world.

About Diageo North America

Diageo is a global leader in beverage alcohol with an unparalleled collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan’s whiskies, Smirnoff, Cîroc and Ketel One vodkas, Casamigos, DeLeon and Don Julio tequilas, Captain Morgan, Baileys, Tanqueray and Guinness.

Diageo is listed on both the New York Stock Exchange (NYSE: DEO ) and the London Stock Exchange (LSE: DGE ) and its products are sold in more than 180 countries around the world.

For more information about Diageo, their people, brands and performance, visit www.diageo.com. Visit Diageo’s global responsible drinking resource, www.DRINKiQ.com, for information, initiatives and ways to share best practice. Follow along at Twitter and Instagram for news and information about Diageo North America: @Diageo_NA.

About 88 rise

88rising is the pioneering global music and media company representing the best of Asian talent. 88rising was the first company to launch an Asian-centric music festival in the United States (Head in the Clouds Music & Arts Festival – now in its fourth year), the first to have an Asian artist top the Billboard R&B/Hip-Hop charts and Spotify’s Weekly Global Albums chart, and the first to launch a pan-asian radio channel that reaches everyone North America. In 2021, the 88rising executive produced and curated the soundtrack for Shang-Chi and the Legend of the Ten Rings – Marvel Studios’ first Asian-American superhero. In 2019, they were awarded Label of the Year by NetEase, one of the largest music streaming platforms in China. With over 160 million followers across global social media platforms and over 40 billion total streams and views, 88rising’s global influence is undeniable.

About VANDYTHEPINK

VANDYTHEPINK, founded in 2017 by Junghoon Vandy Son, quickly made a name for himself through his unique customization that eventually expanded into a clothing line featuring his own take on streetwear. The name VANDYTHEPINK means light and hope, hoping to spread happiness and playfulness through his designs. To experience more taste visit ONVANDYLAB.ORG and follow @VANDYTHEPINK on Instagram.

About BlockBar

www.BlockBar.com
Founded in October 2021, BlockBar sells NFTs directly from luxury wine and spirits brands. Each NFT corresponds to an actual physical bottle, exclusive to BlockBar, available for purchase with ETH, credit card or bank transfer. Owners can resell, collect, gift, or at any time “burn” their NFT in exchange for the physical bottle, shipped from BlockBar’s secure facility in Singapore with 24/7 security, motion sensors and temperature control. BlockBar only works directly with brand owners, including LVMH, Diageo, Bacardi, Pernod Ricard, Sazerac, William Grant & Sons and more, and does not accept collections from third parties or collectors. BlockBar democratizes access to luxury wines and spirits so that anyone, anywhere in the world can participate, while offering bottle owners storage, insurance and a marketplace to resell their bottles purchased on BlockBar’s platform. BlockBar’s proprietary smart contracts verify authenticity and trace each transaction directly back to the partner brand, and the partnership with top cyber and crypto-Security companies ensure that transactions are fully protected and transparent.

About Vayner3

Vayner3 is a consulting company under the umbrella of VaynerX focused exclusively on guiding the world’s leading businesses and intellectual property owners in the next iteration of consumer behavior, and navigating the cutting-edge and ever-evolving world of Web3. For more information you can visit: www.vayner3.com.

*IWSR 2021

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SOURCE DIAGEO North America