Johnnie Walker has launched a new limited-edition 2012 Johnnie Walker Directors Blend bottle to celebrate people who leave a mark. Manchester-based LOVE  has created a new new label design, in which the dedication message comes to the foreground and the brand’s name plays a minor role.

Photo: The bottle of the 2012 Johnnie Walker Directors Blend designed by LOVE (click to enlarge)

The new blend has been created only for the brand’s friends and is not available for purchase. There are just 504 individually numbered bottles, which will be handed out as a gift to the best, “esteemed friends.” The bottle was inspired by the manifesto behind the brand’s celebrated marketing campaign “Keep Walking.” It triumphs people who move forward no matter what it takes. As to the label, it looks like a white note with a dedication speech written with brown whisky-colored letters.

“A TOAST to you who came from nothing, and made it mean something, who crossed the tracks, took the knocks and KEPT ON WALKING,” reads the label, finishing with the following words: “Here’s To Your Success. Here’s To You. You’ve Earned It.” It seems that Johnnie Walker uses the collectible bottle as a medium to communicate directly with the lucky recipients—it can be kept by «friends» as a perfect reminder of their past achievements.

“LOVE composed a series of poetic toasts in celebration of the character of those individuals who might receive a bottle. The labels have been created with an attention to detail and craftsmanship that reflects the quality of the whisky,” stated Gavin Pike, global brand director for Johnnie Walker at Diageo.

Photo: The bottle of the 2012 Johnnie Walker Directors Blend designed by LOVE, (click to enlarge)