Johnnie Walker has stepped into the world of pop culture by collaborating with Netflix’s global sensation, Squid Game, in celebration of the show’s upcoming second season. Rather than introducing a new whisky, the brand has revamped its iconic Johnnie Walker Black Label, giving the Striding Man a stylish makeover inspired by the famous green tracksuits worn by the show’s contestants.
In an effort to connect with both whisky enthusiasts and fans of the show, the collaboration features a limited-edition Black Label bottle, which includes some striking packaging updates. The label is presented in a slanted design, matching the unique and edgy aesthetic of Squid Game. The campaign kicked off on October 1st with a Times Square takeover, setting the stage for the release, followed by the launch of Squid Game: The Experience—an immersive gaming event in New York, where guests can enjoy Johnnie Walker Black.
The collaboration pays tribute to Squid Game’s 456 contestants, with each bottle numbered from 001 to 456, emphasizing its exclusivity. In addition, a bespoke cocktail called The 456 has been crafted by Ginn Choe, a renowned New York mixologist. The drink combines Johnnie Walker Black Label with Korean flavors, featuring ingredients like bori-cha (Korean barley tea) and honey, which enhance the whisky’s subtle notes of vanilla and spice.
This marks an exciting new direction for Johnnie Walker, embracing pop culture while retaining its whisky heritage. Squid Game, the hit South Korean thriller known for its intense storyline and cultural commentary, is set to release its second season on December 26th, 2024, with a third season already in production for 2025.
The Johnnie Walker Black Label Squid Game Edition is available for $35 across the U.S. from October 1st, and is expected to become a sought-after item for collectors and fans alike.
