Johnnie Walker, the world’s leading Scotch whisky brand, has launched a one-of-a-kind limited-edition bottle series in Germany, blending artistic expression with artificial intelligence. Through an innovative collaboration with German graphic artist Andy Gellenberg, the brand has released 5,000 exclusive bottle designs crafted with generative AI, marking a new milestone for its “Project Vision” initiative by Diageo.
Incorporating Gellenberg’s renowned pop-art style, Johnnie Walker Black Label’s limited collection showcases 50 original artworks, each enhanced with generative AI to create a distinct, collectible bottle for every consumer. Each design features a unique silhouette, representing the diversity of today’s whisky enthusiasts, allowing each buyer to own a bottle that feels personal and reflective of individual style.
The launch underscores Johnnie Walker’s iconic “Keep Walking” ethos, continuing the brand’s drive for innovation to appeal to both loyal fans and new audiences.
“Working with Johnnie Walker on these unique portraits has been an exciting journey of blending art and technology,” says Andy Gellenberg. “This project celebrates global diversity, capturing how every face and story is part of a larger narrative. It’s about pushing creative boundaries and showing how art and innovation can highlight the beauty of individuality.”
Powered by Diageo’s “Project Vision,” this release taps into breakthrough AI-driven design capabilities that allow brands to create personalized bottles at scale. Diageo’s R&D team collaborated with top AI and print partners, including Hybrid Software BrandZ, to convert Gellenberg’s AI-enhanced designs into print-ready formats.
This new initiative builds on Johnnie Walker’s recent “Blend of Artistry” project, which let visitors to the Edinburgh brand home co-create their own Johnnie Walker Blue Label designs using generative AI and artworks by Scottish artist Scott Naismith.
Joao Matos, Global Marketing and Innovation Director for Johnnie Walker, adds, “This collaboration with Andy Gellenberg redefines how people connect with our brand. By merging AI technology with creative artistry, we’re setting new standards for personalization, offering consumers a fresh way to engage with Johnnie Walker. It’s an exciting step that honors our heritage while paving the way for a future where individuality and innovation are front and center.”
The Johnnie Walker Black Label x Andy Gellenberg limited-edition bottles will be available exclusively in Germany, with only 5,000 bottles produced, available at JohnnieWalker.com and select retailers for €34.99 each.
