Johnnie Walker's flagship Black Label is the best-selling premium whisky on the market, blended only from whiskies at least 12 years old, and sells for $40 retail.
Until now, the brand widely distributed Johnnie Walker Blue as the next step up -- more of a jump at $225 per ultra-premium bottle. The Blue Label blend is made from old, rare whiskies, some of which will never again be produced.
Produced to permanently fit between the Black and Blue labels -- unlike the more limited Double Black and Green Labels -- Johnnie Walker Platinum will be made from whiskies at least 18 years old.
The company's tasting notes recommend serving Platinum neat and with water.
"Flavor notes include rich dried fruit, malty cereal, smooth creamy vanilla, fragrant almonds and tangerines. It is an elegant, contemporary example of the Speyside style, finished with a hint of Islay smokiness."
Platinum Label will be a permanent U.S. addition to the Johnnie Walker lineup, and it rolls out to stores this month.