Zip up your tracksuit, you’ve been recruited — Netflix’s Squid Game is back for Season 2, and Johnnie Walker has officially entered the game. Today, the world’s number one blended Scotch whisky and Netflix announced they are teaming up to invite Squid Game fans and whisky enthusiasts alike to ‘pick your player’ in celebration of the highly anticipated season two.
Johnnie Walker is unveiling a limited-edition bottle design of Black Label, with some numbers ranging from 001-456, paying homage to the players in the series. This limited-edition design combines digital and conventional printing technologies to create a truly unique collection. Additional design features include the iconic 20-degree label with a custom fabric pattern varnish, simulating the texture of the green tracksuit, and the Striding Man logo dressed in the distinctive Squid Game attire, symbolizing the brand’s bold stride into the franchise.
Available nationwide for fans and consumers 19+, starting now and while supplies last, these randomized numbered bottles are not only a perfect gift for the holiday season but also a collectible treasure for Squid Game and whisky enthusiasts alike.
“Johnnie Walker and Netflix’s Squid Game are both driven by progressive mindsets and values like choice, discovery, and empowerment,” says Josh Dean, Vice President of Johnnie Walker at Diageo North America. “This partnership brings together two global icons for an unexpected and unique collaboration that enhances the fan experience and allows them to get close to the action.”
Whether hosting a season one watch party in anticipation of season two or celebrating Halloween with a Squid Game-themed event, where Johnnie Walker is the Official Spirits Partner, Squid Game enthusiasts and whisky lovers can savor ‘the 456’ and enter the game. “‘The 456’ is a cocktail with a twist of mystery and intensity, just like the games themselves,” says Korean American mixologist Ginn Choe. “It’s made with popular and traditional Korean ingredients, such as honey for sweetener and barley tea known as bori-cha that marries well with the spice and vanilla notes of Johnnie Walker Black Label.”
Johnnie Walker and Netflix’s Squid Game partnership will be brought to life globally across North America, Europe, and Asia through a dynamic, co-branded campaign. This includes outdoor media, social media campaigns, events, and retail touchpoints. The campaign will also run on Netflix’s ad-supported plan.
ABOUT JOHNNIE WALKER
Johnnie Walker is the world’s number one Scotch Whisky brand, enjoyed by people in over 180 countries. Since the time of its founder, John Walker, those who blend its whiskies have pursued flavor and quality above all else. Today’s range of award-winning whiskies includes Johnnie Walker Red Label, Black Label, High Rye Blended Scotch Whisky, Double Black, Green Label, Gold Label Reserve, Aged 18 Years, and Blue Label. Together, they account for over 18 million cases sold annually, making Johnnie Walker the most popular Scotch Whisky brand in the world.
