# Anniversary Celebrating Whiskey Diageo Honors the Queens Diamond Jubilee with a Bottle of Scotch By Peter Vallas | Published 2011-06-10 | Luxury Source: Trend Hunter, https://www.trendhunter.com/trends/diageo References: [extravaganzi](http://www.extravaganzi.com/diageo-celebrates-queens-diamond-jubilee-with-164000-whisky-bottle/) & [diageo](http://www.diageo.com/en-row/Pages/default.aspx) [Diageo](https://www.trendhunter.com/trends/awardwinning-whisky-collection) is the world's largest distiller. They distribute famous brand-name liquors such as Smirnoff, Baileys, Captain Morgan's and much more. February 6, 2012 is the date that will mark 60 years since the Queen’s accession to the throne; Diageo plans to honor this prestigious moment by bottling a [Blended Scotch Whisky](https://www.trendhunter.com/trends/johnnie-walker-vault) by Johnny Walker & Sons for her Diamond Jubilee. The Whiskey has been distilling since 1952, making it [very old and very rare](https://www.trendhunter.com/trends/laphroaig-archive-collection-38yearold). Very few know what it's like to even taste 20 year old whiskey. The bottle of Scotch Whiskey by Diageo will sell for $164,000 with only 60 bottles being made. Profits from the sale will go towards a scholarship program instilled by the Queen herself. ## Trend Insights (Trend Hunter) - Score: 1.6/10 - Popularity: 6% | Activity: 35% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Luxury](https://www.trendhunter.com/luxury) > [Ultra Luxury](https://www.trendhunter.com/ultraluxury) ## Key Themes ### What Makes This Trend Stand Out - **Limited Edition Spirits:** Creating exclusive and limited-edition spirits can generate excitement and drive sales in the liquor industry. - **Celebrity Collaborations:** Collaborating with influential figures or institutions can create additional value and demand for alcoholic beverages. - **Premium Whiskey:** The demand for high-quality and rare whiskeys continues to grow, presenting opportunities for distillers to cater to this market. ### Sectors Adopting This - **Alcoholic Beverages:** Producing and selling alcoholic beverages, such as whiskey, is a profitable industry with room for innovation and niche markets. - **Luxury Goods:** The luxury goods industry can benefit from collaborations with spirits brands to create exclusive and high-priced products. - **Education / Scholarships:** Supporting education through scholarship programs can be a meaningful way for companies to give back to the community and align with social initiatives. ## Related on Trend Hunter - [Quadruple-Aged Blended Whiskeys](https://www.trendhunter.com/trends/blended-whiskeys.md) - [Anniversary-Honoring Whiskeys](https://www.trendhunter.com/trends/fuji-50th-anniversary-single-malt.md) - [Opulent Scotch Whiskies](https://www.trendhunter.com/trends/glenfiddich-1.md) - [Award-Winning Whisky Collections](https://www.trendhunter.com/trends/awardwinning-whisky-collection.md) - [Holiday-Themed Scotch Whiskeys](https://www.trendhunter.com/trends/royal-salute-1.md) - [Ultra-Extravagant Scotch Whiskies](https://www.trendhunter.com/trends/glen-grant-distillery.md) - [Half-Century-Aged Whiskeys](https://www.trendhunter.com/trends/highland-park-56-year-single-malt.md) - [Highly Exclusive Whisky Expressions](https://www.trendhunter.com/trends/benriach-1966.md) - [Lunar New Year Scotches](https://www.trendhunter.com/trends/johnnie-walker-king-george-v-lunar-new-year-tiger-edition.md)