Johnnie Walker has enlisted actress Priyanka Chopra Jonas to star in its new advert, as the global ambassador for the brand.

The collaboration marks the brand’s entry into the luxury Après Ski scene in partnership with high-end skiwear and lifestyle brand, Perfect Moment, where Chopra Jonas is also a shareholder.

he campaign introduces the limited-edition Johnnie Walker Blue Label Ice Chalet bottle bag, seamlessly blending high fashion with premium Scotch whisky.

Set against the breathtaking Swiss mountains, the campaign captures the essence of Après Ski with bold imagery and cinematic visuals. It highlights the new Johnnie Walker Blue Label Ice Chalet, wrapped in a stylish, deep blue Perfect Moment reversible bag that mirrors the brand’s signature houndstooth print and North Star emblem.

The bottle bag not only elevates the Scotch experience but also doubles as a chic crossbody accessory.

Inspired by “Blue Hour,” the magical moment between sunset and twilight on the slopes, the campaign reflects the perfect transition from skiing to socialising.

João Matos, Global Marketing & Innovation Director at Johnnie Walker, commented: “Luxury Après Ski has surged in popularity in recent years, marking a transition from slopes to socialising that has opened the door to a new occasion.

“These moments already feel special, but we wanted to elevate them further by creating a Scotch whisky specifically blended to be enjoyed during ‘Blue Hour’. Collaborating with Perfect Moment and Priyanka has enabled us to perfectly blend the worlds of Après Ski and fashion to create a contemporary luxury icon.”

Chopra continued: “A Perfect Moment of mine has always been the Après Ski, a moment which brings together fashion and socialising, best complemented by a great drink and a chic outfit.

“Johnnie Walker Blue Label Ice Chalet offers everyone a little slice of that – no matter where they are – with a smooth Scotch whisky that perfectly mirrors the freshness of the slopes and a crossbody bag that looks as good in the snow as it does by the fireside.”