Priyanka Chopra Jonas fronts Johnnie Walker Blue Label Ice Chalet–Perfect Moment campaign

 
Johnnie Walker has launched a limited-edition Blue Label Ice Chalet whisky in collaboration with luxury skiwear brand, Perfect Moment, with Priyanka Chopra Jonas fronting the campaign.

The new whisky has been blended by Emma Walker, and is suited to a luxury après-ski experience, according to Johnnie Walker. Blue Label Ice Chalet is handcrafted in small batches using the highest-quality techniques, blending whiskies from distilleries at the highest elevations. The result is a smooth blend with salted honey, cacao and soft malt characters.

The bottle and bag have been designed by Perfect Moment, inspired by ‘blue hour’, when the skiing is done and socializing begins.

The bottle mixes the traditional Johnnie Walker shape with Perfect Moment’s star logo and houndstooth pattern. The bag, meanwhile, is reversible, and can be transformed into a cross-body bag.

Perfect Moment is launching a capsule skiwear collection for women and men to complement the new whisky.

In a release, Chopra Jonas said, ‘The quintessential après-ski moment embodies the fusion of great fashion and good friends, ideally accompanied by an exceptional drink. Johnnie Walker Blue Label Ice Chalet captures this essence perfectly, with a nod to the freshness of the mountains and a cross-body bag that looks as good on the snowy slopes as it does by the fireside.’

Jane Gottschalk, Perfect Moment’s co-founder and creative director, said, ‘I’m thrilled to unveil our collaboration with Johnnie Walker for the Blue Label Ice Chalet bottle and Perfect Moment bag. Our goal was to capture the essence of the après-ski experience with a focus on luxury and meticulous attention to detail. Staying true to our brand’s DNA, we’ve highlighted our iconic north star motif, our brand’s icon. This collaboration embodies the spirit of creating memorable moments, seamlessly transitioning from the slopes to the city, and reflecting the evolution of Perfect Moment as a leader in fashion-forward, high-performance design.’

João Matos, global marketing and innovation director for Johnnie Walker, added, ‘Luxury après-ski has surged in popularity in recent years, marking a transition from slopes to socializing that has opened the door to a new occasion. These moments already feel special, but we wanted to elevate them further by creating a Scotch whisky specifically blended to be enjoyed during “blue hour”. Collaborating with Perfect Moment and Priyanka has enabled us to perfectly blend the worlds of après-ski and fashion to create an unmatched luxury experience.’

Perfect Moment celebrates its 40th anniversary this year.

Johnnie Walker Blue Label Ice Chalet and the cross-body bag are available now globally in select stores and online.