These intricately designed, limited edition porcelain bottles by LOVE for Johnnie Walker are more than just a marketing tactic. The iconic Scottish whiskey brand, whose bottle design has remained virtually untouched since the company's inception, commissioned the creation of the bottle expressly for the Asian market. LOVE, the Manchester-based creative agency created the bottles under the directive of distributor Diageo Asia and the detailed, cartoonish illustrations were done by Chris Martin of TOY.
The 1910 Commemorative Bottle will be limited to 1000 invite-only sales and exclusively distributed in the Johnnie Walker House, set to open in Shanghai. The blue and white porcelain decoration is an iconic Chinese design style, which is appropriate, given the company's intentions with the bottle. The cultural inspiration and the extreme of exclusivity of the bottle are both a central push in the Scottish brand’s thrust into the Chinese market.
Implications - The Chinese economy is one of the fastest-growing, most powerful foreign world markets which means companies across a variety of industries are taking measures to thrust into the Chinese and Asian market. These companies are rebranding themselves and the products popular in Western markets to cater to the consumer desires of the growing Asian market and find a place in this rapidly growing economy.