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Inside a Luxury Whisky Brand’s Strategic Fashion Play

Johnnie Walker Vault has teamed up with French fashion designer Olivier Rousteing on a limited-edition Scotch whisky decanter and flask — the second instalment of the collaboration. Here, BoF learns more about its strategic move to meet luxury consumer expectations through creative partnerships and experiential activations.
Inside the Johnnie Walker Vault experience  under Edinburgh’s Princes Street
Inside the Johnnie Walker Vault — an atelier under Edinburgh’s Princes Street, where the 200+ year-old brand houses a library of rare whiskies and creates made-to-measure blends. (Johnnie Walker)
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