Johnnie Walker drops exclusive Blue Label Whiskey NFTs

Global whiskey brand Johnnie Walker has teamed up with Web3 platforms BlockBar, Vayner3 and 88rising to drop an exclusive Johnnie Walker Blue Label bottle and NFT collection.

The “VANDYTHEPINK x Johnnie Walker Blue Label” collection will be released on November 22 on the BlockBar marketplace. It contains 250 non-fungible tokens with artwork by Vandy the Pink – a famous Virginia streetwear designer.

Here’s what we know about Johnnie Walker’s new NFT collection:

  • Early access begins today (November 21) for BlockBar’s Johnnie Walker token holders, Johnnie Walker POAP holders, and select members of the Web3 community.
  • The bottle, which costs $355, can only be purchased by people of legal drinking age in the US.
  • When the bottle is purchased, the owner is issued an NFT showing proof of ownership. To receive the physical product, they must burn the NFT. The digital tokens can also be traded on BlockBar’s NFT marketplace.

In addition, Vayner3 partnered with JohnnieWalker to help create a “token-gated voting experience” that allows holders to vote on designs to be displayed on the physical bottles.

Five designs were created by Vandy the Pink in his debut Web3 project with names such as Bold Dragon, Harmonious Clouds, Maturing Flowers, Royal Fan and Balanced Fish. Once the votes are tallied on December 1, the bottle and NFTs will be updated with the winning design.

Johnnie Walker NFT holders will also receive VIP access to V at SCOPE on December 1 at Art Basel in Miami. They will have the chance to meet Vandy the Pink in person and receive signed work from the artists, and they will be invited to a Blue Label tasting.

This isn’t Johnnie Walker’s first foray into Web3. Six months ago, the brand dropped its first NFT collection paired with 48-year-old bottles of whisky. And just a few months before it announced its partnership with Web3 consultancy company Vayner3.

Major alcohol brands toast Web3

Johnny Walker’s new NFT collection is big news for fans of the famous Scotch. But Johnny Walker isn’t the only major alcohol company investing in NFT projects. At Rarity Sniper, we’ve covered several beer and liquor stories in the Web3 space. Here are a few.

First, global whiskey producer Jack Daniel’s filed several Web3-related trademarks on September 13, 2022. Three of the trademarks were for NFTs, virtual drinks, authenticated media, virtual clothing and collectibles, and digital wallets.

Subsequently, American superstar R&B singer Usher teamed up with Rémy Martin for an NFT collection titled “The Usher x Rémy Martin 1738: A Taste of Passion.” Released on BlockBar, the NFTs include a limited edition bottle of “Rémy Martin 1738 Accord Royal” decorated with art created through artificial intelligence.

Finally, Tiger Beer Malaysia teamed up with Pestle & Mortar Clothing for an NFT collection celebrating the Year of the Tiger. It consisted of 6,688 hand-drawn NFTs that sold out on OpenSea in just ten minutes.

It’ll be a while to see if Johnnie Walker’s latest NFT collection will be popular with fans. But since the NFTs aren’t just digital assets, but paired with an exclusive bottle of Scotch designed by a world-class artist, we think there’s a good chance Johnnie Walker aficionados will raise their glasses to this one.

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