Diageo releases AI-Generated Johnnie Walker ‘1 of 1’

Diageo has launched a groundbreaking campaign with Dubai Duty Free, unveiling 50,000 AI-generated Johnnie Walker Black Label ‘1 of 1’ bottles, available exclusively through the travel retailer. The limited-edition series represents the brand’s largest-ever production run of digitally printed labels, powered by Diageo’s advanced Project Halo technology.

Each bottle features a unique illustration inspired by Dubai’s contrasting day and night landscapes. Created through a blend of algorithmic design tools and generative AI, the artworks range from subtle visual shifts to entirely distinctive compositions, ensuring no two bottles are alike. Diageo Global Travel noted that the initiative reflects travellers’ increasing appetite for exclusive, personalised and immersive retail experiences.

Project Halo, showcased at the Johnnie Walker Brand Home in Edinburgh and spotlighted at this year’s TFWA World Exhibition in Cannes, enables the co-creation of bespoke artwork and label designs. The collaboration with Dubai Duty Free marks the technology’s largest commercial deployment to date.

The collection will roll out in two phases over the next year. The first release, City of Lights, celebrates Dubai’s vibrant night skyline, while the second drop, City of Sun, draws from the city’s golden daylight hues.

The launch is being supported by a dedicated Johnnie Walker Black Label ‘1 of 1: Dubai Duty Free’ pop-up in Dubai International Airport Terminal 3, complemented by influencer-led storytelling and a month-long feature on DubaiDutyFree.com.

The exclusive bottles are available across all Dubai Duty Free stores and online at DubaiDutyFree.com.