Squid Game, Netflix’s hit series, is back for season two. As an invitation to Squid Game fans 21+ and whisky enthusiasts alike, Johnnie Walker, Scotch whisky, and Netflix invite you to ‘pick your player’ to celebrate the return.
The collaboration with the Squid Game continues a series of partnerships Johnnie Walker began last month at the 76th Emmy Awards, with a vision of redefining the whisky experience across all cultural spheres.
As part of the collaboration, Johnnie Walker has unveiled a limited-edition bottle design of Black Label numbered from 001-456, symbolizing the number of players featured. This design combines both digital and conventional printing technologies to create an original design.
Johnnie Walker – New Partnership With Netflix’s Squid Game
A custom fabric pattern varnish on the brand’s label mimics the texture of the show’s green tracksuit, while the iconic Striding Man logo now adorns the tracksuit, symbolizing the brand’s partnership with Squid Game.
As of October 1st, these randomized numbered bottles will be available nationwide for adults 21+ to purchase. Not only an excellent gift for the holiday season, they are also perfect for whisky lovers and adult fans of Squid Game. On December 26, 2024, Netflix and Johnnie Walker will kick off the partnership with a Times Square takeover at 4:56 p.m. They will encourage fans over 21 to get excited about their collaboration.
“This partnership brings together two global icons, the world’s number one Scotch whisky and the worldwide TV phenomenon of Netflix’s Squid Game. Our loyal fanbases are going to be thrilled by the element of discovery with our collectible, limited-edition bottle design that allows them to get close to the action,” says Josh Dean, Vice President of Johnnie Walker, Diageo North America.
“At Johnnie Walker, we’re continuing to reimagine how whisky can be enjoyed through unique and creative experiences, partnerships, and occasions.”
“Squid Game fans are highly anticipating the show’s return. To give them something really special and unexpected, in collaboration with Johnnie Walker, we dressed the iconic Striding Man in the show’s classic green tracksuit.
“Through our partnership, we’ve taken the series from the screen to the shelf, to the streets, even surprising fans in Times Square with an opportunity to play a game featured on Squid Game,” said Magno Herran, Vice President of Global Brand & Partner Marketing at Netflix.
“This excellent integrated experience also includes promotion of the campaign on Netflix’s ad-supported plan, so our members can pick up the perfect pairing of Johnnie Walker and Netflix for the series release this December.”
