# Heist-Inspired Whisky Bottles This Special Johnnie Walker Red Label Bottle Shares Hidden Messages By Laura McQuarrie | Published 2021-10-27 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/johnnie-walker-red-label-bottle References: [just-drinks](https://www.just-drinks.com/news/diageo-unveils-money-heist-inspired-johnnie-walker-packaging/) & [thespiritsbusiness](https://www.thespiritsbusiness.com/2021/10/johnnie-walker-teams-up-with-netflix-for-new-bottle/)  There's a brand-new [Johnnie Walker](https://www.trendhunter.com/trends/johnnie-walker-blue-label-ultra) [Red Label](https://www.trendhunter.com/trends/johnnie-walker-red-soul) Bottle that's been introduced to coincide with the new season of [Netflix's](https://www.trendhunter.com/trends/johnnie-walker-black-label-squid-game) Money Heist (also known as La Casa de Papel) and it has a design that includes hidden messages. To mark the finale of the show, which happens in December, the brand created a special Scotch whisky bottle design that puts a twist on the classic Striding Man branding. When viewed in UV light, the bottle shares some of the last words of the show's main characters. There are just 150,000 bottles of the Johnnie Walker Red Label La Casa De Papel Limited Edition Design that will be released in select markets, including Southern Europe and Latin America. ## Trend Insights (Trend Hunter) - Score: 6.0/10 - Popularity: 78% | Activity: 92% | Freshness: 10% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Why This Trend Is Growing - **Limited Edition Bottle Design:** There is an opportunity to create more special edition bottles that are tied to popular TV shows or movies with hidden messages or designs. - **UV Light Interactivity:** More products can include design elements that are only revealed under UV light, providing a unique and interactive experience for consumers. - **Branding Collaborations:** Collaborations between brands and popular TV shows or movies can create buzz and interest for both parties, leading to potential cross-promotion opportunities. ### Industries Being Reshaped - **Alcohol:** The alcohol industry can use limited edition bottle designs with hidden messages or unique features to attract younger and more visually-driven consumers. - **Entertainment:** Collaborating with alcohol brands to create limited edition products tied to popular TV shows or movies can provide a new revenue stream for the entertainment industry. - **Packaging:** Creating unique packaging designs with interactive features like UV light interactivity can be applied to various industries, including cosmetics or food and beverage. ## Related on Trend Hunter - [Numbered Collectible Whisky Bottles](https://www.trendhunter.com/trends/johnnie-walker-black-label-squid-game.md) - [Ultralight Premium Whiskey Bottles](https://www.trendhunter.com/trends/johnnie-walker-blue-label-ultra.md) - [Sustainably Inked Whisky Bottles](https://www.trendhunter.com/trends/johnnie-walker-bottles.md) - [NFT-Paired Whiskies](https://www.trendhunter.com/trends/johnnie-walker-masters-of-flavour.md) - [Ultra-Light Premium Whisky Bottles](https://www.trendhunter.com/trends/blue-label-ultra.md) - [NFT Scotch Whisky Bottles](https://www.trendhunter.com/trends/johnnie-walker-release.md) - [Lunar New Year Whiskies](https://www.trendhunter.com/trends/johnnie-walker-blue-label-1.md) - [Steely New Year Spirits](https://www.trendhunter.com/trends/johnnie-walkers-blue-label-lunar-new-year.md) - [TV Show Replica Whiskeys](https://www.trendhunter.com/trends/bushmills-prohibition-recipe.md)