• by Teresa Buyikian , November 14, 2024

Forget looking good while gliding down the slopes in ski gear; après ski luxury apparel is completely having a moment of its own. The après ski industry was valued at approximately $12 billion in 2023 and is anticipated to continue to grow at 3.2% a year, per Mark Wide Research. Liquor brands -- especially those that tend to be imbibed post-skiing -- have taken notice of the trend.

Johnnie Walker recently announced its latest collab with luxury lifestyle brand Perfect Moment on an après ski collection and new limited-edition Johnnie Walker Blue Label Ice Chalet bottle release.

To promote both, the brand is working with actress and Perfect Moment shareholder Priyanka Chopra Jonas, who is also the ambassador for Johnnie Walker Blue Label.

The new Blue Label Ice Chalet blend was inspired by “the blue hour” -- the magical time when skiing is done and thoughts turns to socializing, per the brand. The Blue Label Ice Chalet takes the Johnnie Walker square-shaped, dark-blue bottle and incorporates Perfect Moment’s star logo and houndstooth pattern. It is sold in a bespoke bottle bag created by Perfect Moments, which converts into a reversible apres ski crossbody bag once the bottle is removed.

As brand ambassador, Priyanka Chopra Jonas appears in online videos promoting the collaboration on the brand's website and social media platforms, filmed in a high fashion style in the Swiss Alps. The Johnnie Walker Blue Label Ice Chalet and crossbody bag are available to purchase in stores and online on the Johnnie Walker website while supplies last.

Perfect Moment has also launched a  full après skiwear collection, also inspired by the Johnnie Walker Blue Label Ice Chalet design. The collection, available on the Perfect Moment website, includes items like leggings and a jumpsuit crafted from a new liquid blue and silver fabric, “inspired by the magic of the ‘blue hour,’” according to the brand. Other items include a down maxi coat and parka, a ski pant, turtleneck sweater and beanie.

The limited-release Johnnie Walker Blue Label Ice Chalet will be featured at several upcoming  global events, which began in Oct. in London and New York. The brand has consumer experiential events planned for January in key après ski locations.areast-language:EN-US;}div.WordSection1 {page:WordSection1;}