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Brief Published: 23 Nov 2012

Johnnie Walker Whisky Second-Life Packaging


Scottish whisky brand Johnnie Walker has collaborated with German car manufacturer Porsche to produce a range of limited-edition ‘second-life’ packaging concepts that double up as coolers, serving sets or even a private bar.

Aimed at the luxury gifts and collectors’ markets, the Porsche Design Studio Limited Edition Gift Collection consists of four multifunctional packs. The most elaborate is a bespoke private bar that holds the world’s smallest refrigeration unit, customised with personal engravings. Made to measure to fit a space in the owner’s home, prices are given on application.

On a smaller scale, The Chiller is an engraved case with a lid that doubles up as an ice bucket, coming in at a cool £230; while the monogrammed Mini-Cube packaging holds an ice chiller, stainless steel tongs and crystal glasses alongside a bottle of whisky, priced at £320.

Enhancing the idea of the product as a rare collectible is a smart way to add value to high-end products. For other examples of how high-profile packaging collaboration can boost both brand and product, see our report Commemorative Packaging.

Second-life packaging was a major buzzword at the 2012 edition of luxury packaging conference Luxe Pack Monaco in October, with many brands favouring collectible, functional containers as a way of achieving sustainability without compromising on quality or aesthetics. See our report for more coverage of the event.

Johnnie Walker