Johnnie Walker launches AI-powered design with artist Andy Gellenberg

23^rd October 2024: Johnnie Walker, the world's number one Scotch Whisky^[1], today launches its latest innovation in the world of AI - a collection of 5,000 bottles created with the help of generative AI in collaboration with graphic artist Andy Gellenberg.

In partnership with the celebrated German illustrator, this exclusive collaboration merges Gellenberg's designs with cutting-edge technology to create a highly collectible range of Johnnie Walker Black Label.

Based on the distinctive pop art style he's known for, Gellenberg created 50 original pieces of artwork that were then enhanced with generative AI to develop the newly launched limited edition collection of 5,000 unique bottle designs. Each bottle has a silhouette of an individual, reflecting the many faces of the modern whisky consumer, enabling each consumer to choose a product that is entirely original, relevant, and reflective of their personal style.

Aligned with the brand's iconic mantra, Keep Walking, this new launch reflects the brand's pursuit of progress as it takes further steps into product innovation to excite whisky lovers and newcomers alike.

Andy Gellenberg says: "Collaborating with Johnnie Walker to create these unique portraits has been an incredible journey of blending art with technology. This project celebrates the vibrant diversity of people worldwide, highlighting how every face and story adds to the bigger picture. It's about pushing boundaries and showing how creativity and innovation can come together to reflect the beauty of individuality."

The limited edition release is powered by 'Project Vision', a Diageo Breakthrough Innovation to enable brands and consumers to have one of a kind unique bottle designs, with possibilities to go beyond a single market place, enabling Diageo to introduce unique bottles at scale to the world. The team, together with Diageo's R&D experts have worked with industry leading partners, across AI, pre press and print to bring these unique bottle designs to life. One of the examples of this is our partnership with Hybrid Software BrandZ to ingest the unique AI content generated to create print ready artworks.

This latest innovation builds on the recent limited edition launch of the 'Blend of Artistry ' project, where visitors to the brand's brand home in Edinburgh were able to co-create, through the help of generative AI, a Johnnie Walker Blue Label design, based upon the artworks of Scottish artist, Scott Naismith.

Johnnie Walker Global Marketing and Innovation Director, Joao Matos, adds: "This collaboration with Andy Gellenberg is a step toward reimagining how people experience our brand. By blending cutting-edge AI technology with creative artistry, we're pushing the boundaries of personalisation, offering our consumers an opportunity to engage with Johnnie Walker in a completely new way. It's an exciting moment for us, as it not only honours our rich heritage but also sets the stage for a future where individuality and innovation take centre stage."

The limited-edition Johnnie Walker Black Label x Andy Gellenberg bottle designs will be available for a limited time in Germany, with only 5,000 bottles produced for public purchase. Each bottle will be available exclusively through Johnniewalker.com and at selected retailers at an RRP of €34,99.

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