Johnnie Walker Blue Label and Porsche Design Studio have unveiled an £100,000 made-to-order Private Bar designed to celebrate the luxurious whisky brand.

Photo: Johnnie Walker Blue Label

The Private Bar is crafted from the finest materials: over two meters tall it is made of brushed stainless steel, natural shagreen leather and Australian lace wood. All this is to demonstrate the perfect serve of Johnnie Walker Blue Label. The bar opens pivoting 180 degrees due to electronic sensors and gives an access to three bottles of Blue Label, an ice bucket, cooled water and four illuminated crystal glasses.

Johnnie Walker Blue Label re-launched its bottle this summer and the new Private Bar aims to combine the brand’s history with modern kinetic technologies.

Announcing the launch of the Private Bar, Rudy Paoli, Managing Director Diageo Reserve, said: «The Johnnie Walker Blue Label Private Bar is the result of a shared vision between two contemporary luxury brands. When you buy a product which has been designed by the Porsche Design Studio you know that you are celebrating a real moment of achievement – it is exactly the same with a bottle of Johnnie Walker Blue Label.»

The Private Bar Collection also features the Chiller (£240) that holds a single bottle of Johnnie Walker Blue Label in dark blue leather and brushed titanium. More complex case, the Cube (£490) comes with an individually numbered bottle of Johnnie Walker Blue Label as well as with an ice chiller, stainless steel tongs, and four Blue Label crystal glasses.

The collection will be displayed at London hotels including The Savoy and the Mandarin Oriental. Only 50 bespoke Private Bar will be revealed in markets worldwide through exclusive private auctions, invitation-only events and launches at key luxury retail outlets and premium bars from October. The Chiller and the Cube will be available at Harrods, Selfridges and Harvey Nichols, and Royal Mile Whiskies.

Photo: Johnnie Walker Blue Label