# Exclusive Umami-Flavored Whiskeys Johnnie Walker Debuts a Collaborative Spirit with Kei Kobayashi By Kanesa D | Published 2023-09-18 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/johnnie-walker-3 References: [thespiritsbusiness](https://www.thespiritsbusiness.com/2023/09/umami-fronts-latest-johnnie-walker-release/) & [johnniewalker](https://www.johnniewalker.com/en-ca/)  Johnnie Walker has introduced a [limited edition Blue Label whisky](https://www.trendhunter.com/trends/johnnie-walkers-blue-label-lunar-new-year) dubbed 'Blue Label Elusive Umami,' in conjunction with the esteemed Michelin-starred chef, Kei Kobayashi. The unique appeal of Blue Label Elusive Umami rests in the selection process, where the duo carefully curated the whisky from one in twenty-five casks. The liquid offers discernible notes of blood orange and red berries, blending with subtle undertones reminiscent of [smoked meat](https://www.trendhunter.com/trends/suntory-whisky-toki-black). Notably, a subtle hint of salt and pepper lends an intriguing complexity to the flavor profile and gives the contents a unique kick. “In partnering with chef Kei to create this unique liquid, we’re driving intrigue and excitement to recruit a new generation of whisky lovers – enhancing a traditional drinking moment to create an immersive experience that elevates all of the senses," said João Matos, director of global marketing and innovation. Image Credit: Johnnie Walker ## Trend Insights (Trend Hunter) - Score: 3.7/10 - Popularity: 36% | Activity: 58% | Freshness: 18% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### What Makes This Trend Stand Out - **Umami-infused Spirits:** The introduction of Johnnie Walker's 'Blue Label Elusive Umami' whiskey demonstrates the trend of infusing spirits with umami flavors for a unique drinking experience. - **Collaborative Limited Editions:** The collaboration between Johnnie Walker and Michelin-starred chef Kei Kobayashi showcases the trend of creating exclusive and limited edition spirits in partnership with renowned figures. - **Curated Flavor Profiles:** The careful selection process of Blue Label Elusive Umami, where the whisky is curated from one in twenty-five casks, highlights the trend of creating whiskies with curated flavor profiles that offer a distinctive tasting experience. ### Sectors Adopting This - **Alcohol and Spirits:** The introduction of umami-flavored whiskey presents an opportunity for the alcohol and spirits industry to explore new flavors and attract a wider customer base. - **Fine Dining and Culinary:** The collaboration between Johnnie Walker and a Michelin-starred chef opens up opportunities for the fine dining and culinary industry to create unique taste experiences by incorporating spirits into their menus. - **Marketing and Innovation:** The innovation behind the creation of Blue Label Elusive Umami whiskey showcases the potential for marketing and innovation to drive intrigue and excitement in the spirits industry, attracting new whisky enthusiasts. ## Related on Trend Hunter - [Après-Ski Whiskys](https://www.trendhunter.com/trends/johnnie-walker-blue-label-ice-chalet.md) - [Artist-Inspired Custom Whisky Blends](https://www.trendhunter.com/trends/custom-whisky-blends.md) - [Ultralight Premium Whiskey Bottles](https://www.trendhunter.com/trends/johnnie-walker-blue-label-ultra.md) - [NFT-Paired Whiskies](https://www.trendhunter.com/trends/johnnie-walker-masters-of-flavour.md) - [Multi-Sensory Dining Experiences](https://www.trendhunter.com/trends/johnnie-walker-blue-table.md) - [Luxurious Scotch Whisky Platforms](https://www.trendhunter.com/trends/johnnie-walker-vault.md) - [Lunar New Year Whiskies](https://www.trendhunter.com/trends/johnnie-walker-blue-label-1.md) - [Ultra-Light Premium Whisky Bottles](https://www.trendhunter.com/trends/blue-label-ultra.md) - [Fashion Designer-Approved Luxury Spirits](https://www.trendhunter.com/trends/olivier-rousteing.md)