Johnnie Walker Adds Apparel Line

Diageo Plc’s Schieffelin & Somerset unit is extending its Johnnie Walker brand name beyond distilled spirits for the first time with the launch of a Johnnie Walker Collection of apparel and accessories.
Marketed exclusively through Bloomingdale’s, a Federated Department Stores chain, the collection’s fall lineup includes sport shirts, wool and cotton sweaters, outerwear twill knits and watches, priced from $25 to $165.
New York-based Schieffelin is backing the introduction with $2 million that will go toward 30- and 60-second TV spots and single- and multiple-page print ads, all tagged “The spirit of a man.”