Johnnie Walker® Blue Label™ and Porsche Design Studio:
Iconic, visionary brands unveil collectors' item Private Bar

The makers of JOHNNIE WALKER BLUE LABEL, the pinnacle of Blended Scotch Whisky from the House of Johnnie Walker, and Porsche Design Studio, one of world's best known and select design houses, today unveiled an exclusive £100,000 made-to-order Private Bar designed to celebrate the perfect serve of JOHNNIE WALKER BLUE LABEL. Only 50 of these bespoke Private Bars, supreme expressions of craftsmanship and accomplishment, will be produced for sale worldwide.

The Private Bar, part of the JOHNNIE WALKER BLUE LABEL Collection by Porsche Design Studio1, is crafted from the finest materials and combines classic and contemporary design into a piece that exquisitely blends form and function.

Created by two iconic, visionary brands, sought after by men the world over and reflecting a shared commitment to heritage and modernity, the result is a stunning collectable piece of supreme quality. It is a statement of style and substance that provides the ultimate focal point to enjoy JOHNNIE WALKER BLUE LABEL and celebrate their achievements.

The JOHNNIE WALKER BLUE LABEL Private Bar will be revealed in markets across the globe through exclusive private auctions, invitation-only events and bespoke launches at key luxury retail outlets and premium bars from October.

Standing at over two metres tall and crafted from brushed stainless steel, natural shagreen leather and Australian lace wood, the JOHNNIE WALKER BLUE LABEL Private Bar has bold contemporary lines when completely closed and opens to reveal a warm, luxury interior, with beautifully fashioned detailing.

The bar uses state of the art motion sensors to activate 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. Once opened, pressing a discretely styled button reveals a hidden chilled compartment, which rises subtly out of the bar, to reveal a bespoke crystal ice bucket, stainless steel tongs, four further crystal glasses and a crystal jug of iced water.

Announcing the launch of the Private Bar, Rudy Paoli, Managing Director Diageo Reserve, said: "The JOHNNIE WALKER BLUE LABEL Private Bar is the result of a shared vision between two contemporary 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 renowned for its technical characteristics and we have used these to create a piece of design which commands a special status and is completely unique. The visible technologies are a mix of traditional and high-tech, and the kinematic motion used to unveil the bar's precious contents, is a further expression of ongoing innovation."

Usually, alcohol and driving don't mix, but sometimes car and drinks companies find ways of making a good cocktail and we are not talking about ethanol-powered vehicles here.

We are instead refering to collaborations such as the present one, which is seeing Porsche Design and Johnnie Walker to offer a special way of enjoying Scotch whisky.

The Johnnie Walker Blue Label Collection by Porsche Design Studio brings us three goodies and we'll start with the "creme de le creme" one. This is the Private Bar, a creation that uses titanium, glass and leather. This slides, then pivotes 180 degrees using electronic sensors to give you acces to three bottles of Blue Label, an ice bucket, cooled watter and four illuminated crystal glasses.

For those who don't want to spend $150,000 (EUR112,000) on the 6 and 1/2 ft (1.8m) tall Private Bar, there's always The Chiller, a brushed titanium and blue leather recipient for the same drink. Need a cold drink? No problem, the top can be used as an ice bucket.

This can be yours for $375 (EUR280), but if you are willing to go just a bit upmarket you can choose The Cube, a similar but more complex case, which hides an indivisually-numbered Blue Label botle, foru crystall glasses and a set of stainless steel tongs, all for $770 (EUR575).