JOHNNIE WALKER BLUE LABEL AND PORSCHE DESIGN STUDIO PARTNER TO LAUNCH EXCLUSIVE COLLECTION

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1 GIFTING PRESS RELEASE JOHNNIE WALKER BLUE LABEL AND PORSCHE DESIGN STUDIO PARTNER TO LAUNCH EXCLUSIVE COLLECTION JOHNNIE WALKER BLUE LABEL, the pinnacle of Blended Scotch Whisky from the House of JOHNNIE WALKER, has joined with Porsche Design Studio, one of world s best known and exclusive design houses, to create the JOHNNIE WALKER BLUE LABEL Collection by Porsche Design Studio, a range of exceptional gifts for men. The two iconic, aspirational, luxury brands, sought after by men the world over, both with a commitment to heritage and modernity, have designed four exclusive pieces led by a made-to-order 100,000 Private Bar for men who want to celebrate with JOHNNIE WALKER BLUE LABEL, a statement of genuine style and substance. Crafted from the finest materials the collection has been created to celebrate the perfect serve of JOHNNIE WALKER BLUE LABEL and is led by the select JOHNNIE WALKER BLUE LABEL Private Bar. A state of the art motion sensor activates its automated opening sequence, during which sections of the Private Bar effortlessly pivot and slide to display: a magnum of cask strength JOHNNIE WALKER BLUE LABEL with exterior detailing imagined by Porsche Design Studio; two bottles of JOHNNIE WALKER BLUE LABEL and four crystal glasses. They are presented on a subtly illuminated and precisely angled surface which sits at exactly 24 degrees, like the bottle s label, and highlights the perfect serve of JOHNNIE WALKER BLUE LABEL. Equally desirable, are three other design classics The JOHNNIE WALKER BLUE LABEL Cube, The JOHNNIE WALKER BLUE LABEL Mini Cube and The JOHNNIE WALKER BLUE LABEL Chiller.

2 The JOHNNIE WALKER BLUE LABEL Collection by Porsche Design Studio, is the result of a shared vision between two iconic, luxury brands. When you buy a product which has been designed by the Porsche Design Studio you know that you are celebrating a real moment of achievement it is exactly the same with a bottle of JOHNNIE WALKER BLUE LABEL. Roland Heiler, Managing Director of Porsche Design Studio in Zell am See in Austria, said: The Porsche Design Studio is known for its technical characteristics and we have used these to create pieces that command a special status and are completely unique. A commitment to both modern and classic design principles is evidenced through the material selection and surface treatments. The visible technologies are a mix of traditional and hightech. These combine to make the objects exceptional and sets them apart from any other gift packages. JOHNNIE WALKER BLUE LABEL is one of the rarest whiskies from the House of JOHNNIE WALKER, created using the age old principles of blending excellence established by the family s 1867 Old Highland Whisky. Only sublime, rare whiskies at the pinnacle of perfection are used in its blending, with only 1 in 10,000 casks containing whisky of sufficient character to deliver its remarkably smooth signature taste. Each is handpicked by the JOHNNIE WALKER Master Blender, himself part of an unbroken lineage of Master Blenders stretching back over 190 years - it is the ultimate expression of whisky making today and a remarkable achievement for the modern era. [Ends] Notes to Editors The JOHNNIE WALKER BLUE LABEL Cube has been crafted using brushed stainless steel and PU Leather precisely separating at a 24 degree angle the exact angle of the label on a

3 bottle of JOHNNIE WALKER. Its monogrammed PU Leather -casing hosts an individually numbered bottle of JOHNNIE WALKER BLUE LABEL alongside an ice-chiller, stainless steel tongs and four bespoke JOHNNIE WALKER BLUE LABEL crystal glasses. The JOHNNIE WALKER BLUE LABEL Mini Cube echoes the design cues of its bigger brother. Designed for those who like to maximise both space and time, its monogrammed enclosure holds an ice-chiller, stainless steel tongs and two bespoke JOHNNIE WALKER BLUE LABEL crystal glasses, alongside a bottle of JOHNNIE WALKER BLUE LABEL. The discrete JOHNNIE WALKER BLUE LABEL Chiller holds a single bottle of the rare blend. Perfectly mirroring the angle of the bottle s label, the engraved case highlights the supreme craftsmanship of its designers, blending form and function in its unique design. Award Wins 2011: Best Prestige Gift Box Forme De Luxe Awards, Monaco The Forme De Luxe Awards, held at the prestigious Luxe Pack show in Monaco are the world s premier awards for luxury packaging. Porsche Design Studio The Porsche Design Studio at Zell am See, Austria, stands for the clear, timeless, unmistakable design signature that distinguishes all products of the Porsche Design Group. Moreover, the studio does work for other companies in the areas of industrial and product design. Today the Porsche Design Studio is one of the most renowned design houses in Europe, as more than 130 international and national design awards attest. For further press information please contact: Diageo Reserve Rachel Chan

4 Brand PR Manager Tel.: Porsche Design Group Christian Weiss Head of Public Relations Tel.: +49 [0] About JOHNNIE WALKER BLUE LABEL Blended Scotch Whisky JOHNNIE WALKER BLUE LABEL is the pinnacle of the House of JOHNNIE WALKER. Presented in individually numbered bottles, it is reminiscent of the 19th century style of whiskies. The Master Blender uses his decades of experience to select some of the rarest casks from the JOHNNIE WALKER reserves for their quality, character and flavour to create the powerful, complex, smooth character of BLUE LABEL. Using a relatively small number of whiskies requires incredible skill and exceptional liquids as each will play a significant contribution to the final result. BLUE LABEL has a mellow, rounded nose, with a dry smokiness (a JOHNNIE WALKER signature flavour) mixing with raisin sweetness. It is best savoured with the palate cleansed and cooled by iced water. One sip reveals a velvety mouth-feel, then an explosion of flavour. At once you ll discover hazelnuts, honey, rose petals, sherry and oranges. Subsequent sips reward you with more hidden secrets like kumquats, wispy aromatic smoke, sandalwood, tobacco, and dark chocolate. Dave Broom, Malt Advocate Magazine, 2011

5 The first cracks in the older is better façade that had encrusted itself around blends appeared with the arrival of Johnnie Walker Blue Label. Here was a whisky that showed how age statements can tie blender s hands: that vibrant younger whiskies can add light and complexity when placed next to older and rare ones. It showed that flavour was the prime reason behind blending not age statements or lists of components. A gamechanger. ABOUT DIAGEO DIAGEO is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wines, and beer categories. These brands include JOHNNIE WALKER, GUINNESS, SMIRNOFF, J&B, BAILEYS, CUERVO, TANQUERAY, CAPTAIN MORGAN, CROWN ROYAL, BEAULIEU VINEYARD and STERLING VINEYARDS wines. DIAGEO is a global company, trading 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. The JOHNNIE WALKER and BLUE LABEL words, the Striding Figure device and associated logos are trade marks John Walker & Sons 2011.