Jonnie Walker jumps into the Metaverse with a rare $35,000 NFT
Web 3.0 and other technologies give companies the opportunity to monetise things in new ways and create new virtual revenue streams.
Key takeaways
- Overall there are just seven exclusive packages available, each featuring a different design.
- Maker’s Mark even became the official bourbon partner of an NFT collection and created a custom bottle label for it.
Cite or link to this article
Griffin, M. (2022) 'Jonnie Walker jumps into the Metaverse with a rare $35,000 NFT', 311 Institute, 28 June. Available at: https://www.311institute.com/jonnie-walker-jumps-into-the-metaverse-with-a-rare-35000-nft/ (Accessed: 8 October 2026).
As companies try to figure out the best ways to monetise the metaverse they’ve come up with all sorts of new digital products, from NFT morphing art and virtual sneaker gear, all the way through to pixel flavoured Coca Cola and NFT houses and mortgages.
So, with all this going on it’s easy to see why Diageo have felt somewhat left out of the party which is likely why NFT whisky marketplace BlockBar and Diageo owned scotch whisky distillery Johnnie Walker have recently unveiled a new Whisky-NFT package which includes a rare bottle of whisky from its Masters of Flavour series, digital artwork, and an “exclusive experience” available to be redeemed within two years of the BlockBar release.
Demystifying Blockchain, Crypto, NFT's and the Metaverse, by keynote Matthew Griffin
The experience is a three day trip to Edinburgh, Scotland, where the NFT owner will stay at the Gleneagles Townhouse and tour the Glenkinchie Distillery, take a guided tour of the Brand Archive, receive tastings of rare Johnnie Walker whiskies and diner at some of the city’s finest restaurants. And the digital artwork is a unique piece of art by graphic designed BossLogic who rose to fame because of his work with Marvel.
Overall there are just seven exclusive packages available, each featuring a different design. The Masters of Flavour series, for example, is made up of rare whiskies aged at least 48 years from four closed distilleries: Port Dundas, Brora, Glen Albyn and Glenury Royal with the price for the package on BlockBar starting at at 17.32 ETH, or about $35,000.
While this might be Diageo’s first foray into the world of Web 3.0 and NFT’s many distilleries have experimented with selling their spirits in NFT form, or accompanied by NFTs, including Hennessy, Dalmore, Glenfiddich, Macallan, Kinsale, Patrón, Ardbeg and Monkey Shoulder. Maker’s Mark even became the official bourbon partner of an NFT collection and created a custom bottle label for it.
What this means for your organisation
The experience carries the value.
A three day trip with distillery tours and rare tastings is what justifies the price. The token is a wrapper, not the product.
Scarcity is engineered.
Only seven packages exist, each with a different design. Limiting supply is how brands create a premium in a market with no shortage of digital goods.
Competitors moved first.
Other distilleries have already sold spirits with tokens attached. Firms should know whether they are leading or following before committing.
Three questions for your next leadership meeting
- Could we bundle products with experiences at a premium?
- Does our brand gain or lose from digital collectibles?
- Who in our sector has already tried this?
The trends and technologies behind this story
From the 311 Starburst, the 311 Strategic Intelligence Unit’s map of the technologies and trends shaping the next 50 years.
Analysis by the 311 Strategic Intelligence Unit, from Matthew Griffin’s article and 311 data. First published on Fanatical Futurist.
FAQ
Why does this matter?
Web 3.0 and other technologies give companies the opportunity to monetise things in new ways and create new virtual revenue streams.
About the author
Matthew Griffin Founder, President and Futurist, 311 Institute
Matthew Griffin is a multi-award winning Futurist and expert in Disruption and Innovation, Geopolitics, Leadership, and Technology, who NASA have described as a "walking encyclopaedia of the future" and a "futurist Polymath."
Read full bio
Matthew Griffin is a multi-award winning Futurist and expert in Disruption and Innovation, Geopolitics, Leadership, and Technology, who NASA have described as a "walking encyclopaedia of the future" and a "futurist Polymath." 17-time best selling author of the "Codex of the Future" series, Matthew is the Founder, President and Futurist of the 311 Institute, a global Futures and Deep Futures advisory firm working with royal households, world leaders, G7, G20, and G77 governments, NGOs, and multi-national mid and mega cap firms to help them explore, shape, and lead the next 50 years of business and society.
An award-winning YouTube creator with over a million followers, with an unrivalled global reach and impact, Matthew is a highly sought-after international keynote speaker, lecturer, and mentor who collaborates with global leaders through the United Nations Alliance of Civilizations (UNAOC) and United Nations General Assembly (UNGA) to shape pivotal initiatives such as the UN’s AI for Humanity programme, the United Nations Conference of the Parties (UN COP), and the World Economic Forum in Davos.
As the former Global Head of Cloud, National Security, and Enterprise Sales for companies including Atos, Dell-EMC, and IBM, Matthew has a proven track record of building multi-billion dollar business units and turning failing divisions into market leaders. His ability to identify, analyse, and communicate the implications of hundreds of emerging technologies and trends is unparalleled, and his insights are trusted by many of the world’s most respected organisations, including ABB, Accenture, Adidas, AON, ARM, BCG, Centrica, Citi, Coca-Cola, Dentons, Deloitte, Dow Jones, EY, Google, KPMG, Lego, Legal & General, LinkedIn, Microsoft, PepsiCo, Qualcomm, RWE, Samsung, Siemens AG and Siemens Energy, T-Mobile, UBS, VISA, Walmart, Workday, Worldpay and many others.
Regularly featured in the global media including the AP, BBC, Bloomberg, CNBC, Discovery, Forbes, Khaleej Times, Telegraph, TIME, ViacomCBS, WIRED, and the WSJ, Matthews mission is to help organisations create a fair and sustainable future whose benefits are shared by everyone irrespective of their ability, background, or circumstances.
What future do you need to see?
Choose one to get started on virtual worlds and the future of your organisation.
Sources and further reading
- En gb johnniewalker.com
- 657c3b94 d711 4146 8d5b 963525952319 blockbar.com
Source: first published by the 311 Institute on 28 June 2022. Cite as: Griffin, M. (2022). Jonnie Walker jumps into the Metaverse with a rare $35,000 NFT. 311 Institute. https://www.311institute.com/jonnie-walker-jumps-into-the-metaverse-with-a-rare-35000-nft/
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