Whisky Meets AI: Johnnie Walker Takes a Bold Leap in Label Design

Johnnie Walker has made a striking move. The whisky brand has harnessed AI to create 50,000 different labels for Johnnie Walker Black Label.

You sometimes hear of whisky brands teaming up with designers or couturiers to craft a special label or launch a limited edition. Johnnie Walker has now skipped that step altogether.

Using Project Halo, an advanced AI tool from Diageo’s Breakthrough Innovation team, the brand designed the labels. The technology blends algorithmic design with generative AI to produce 50,000 unique illustrations.

According to Andrew Cowan, managing director of Diageo Global Travel, exclusivity is becoming increasingly important to travelers.

Johnnie Walker Dubai bottles come in two editions: City of Light and City of Sun. One is an ode to the city’s nightlife, the other to life by day.

Each illustration draws on iconic elements of Dubai to evoke memories of the destination. These limited-edition bottles form part of the 1 of 1 campaign, which showcases exclusive releases.

The Johnnie Walker series featuring Dubai labels doesn’t just boast an enormous run of unique bottles—it also sets a standout record. It marks the company’s largest-ever digital print production using Halo technology.

While every bottle sports a one-of-a-kind label, the whisky inside remains the same: the iconic Johnnie Walker Black Label. This blend of Scotch whiskies offers aromas of sweet vanilla, floral notes, orange peel, and spice.

On the palate, expect hints of raisins, fruit, a wisp of smoke, and a touch of oak.

The special 1 of 1 Johnnie Walker Black Label bottles are available exclusively at Dubai Airport. The two variants will be released separately over the course of December. Pricing has not been announced.

You don’t have to go to Dubai for a unique label, though—at the Edinburgh location you can use Johnnie Walker’s AI technology to create a personalized label of your own.