A Complex and Profound Taste

This time, Watanabe tasted Blue Label using the "Perfect Serve" method. First, he held a well-chilled chaser in his mouth for about 10 seconds, then swallowed it, and afterward, swirled the straight Blue Label on his tongue. As the temperature of his chilled mouth returned to body temperature, the taste of Blue Label gradually changed. It is the most fitting way to drink Blue Label, allowing one to savor each complex and rich flavor and aroma.



"It's a complex and profound world. After the malt's nuttiness and roasted aroma, I sense spiciness and encounter ginger and pepper. Finally, I feel a pleasant smokiness. I can feel the craftsmanship of Britain, its dedication and pride, and it conjures up landscapes."



"There's an old woman on the Shetland Islands in Scotland who is a master knitter of sweaters. She says that after knitting wool from sheep that have only eaten grass from the island, she airs it in the island winds for a week. It takes a lot of time and effort, but she says she can't be satisfied otherwise. I haven't seen it myself, but as someone involved in craftsmanship, I want to believe that story. Drinking Blue Label reminded me of that."

Page02.Things That Can Only Be Created by Human Hands

Things That Can Only Be Created by Human Hands

After working as a model and traveling to various countries, Watanabe studied abroad in London. Inspired by the Bedouin nomadic tribes who live without borders, he founded "BEDWIN & THE HEARTBREAKERS" in 2004. Last year, they opened their flagship store in Jingumae.



"Living in London, I felt they knew true richness and were passionate about creating things that reflected that, which is why they have so many products with a narrative. No matter how much technology advances, aren't there things that can only be created by human hands? Drinking Blue Label made me realize that anew."

Indeed, Blue Label has no set recipe, and the final decision is left to the nose and palate of Master Blender Jim Beveridge. He can understand the component whiskies simply by smelling them, and his sense of smell is about four times that of an average person, able to distinguish over 12,000 different aromas.



Furthermore, even if the same raw spirits are barreled at the same time, there are individual differences in aging. Therefore, it is the Master Blender's job to judge the balance between the distillery's character and the cask's character. To maintain his delicate sense of smell and taste, he avoids foods and drinks with strong flavors and aromas, preferring tea over coffee and dashi over soy sauce.

"It's a true craftsman's spirit. I'd like to meet him and talk sometime. As a designer, I collaborate with many brands and stylists, but I always try to assert my own style while respecting the other party's individuality. It must be related to blending techniques, too."

Page03.A Drink That Makes You Want to Aspire to Be Like It

A Drink That Makes You Want to Aspire to Be Like It

So, when does Watanabe feel like drinking Blue Label?

"It's expensive, and not a casual drink, but I want to aspire to be like it. I want to be someone who can get pleasantly drunk on such a luxurious drink. Blue Label has that kind of charm that makes you feel that way."



"I feel like I'm having less time to face myself or spend time with loved ones, so I hope this drink can be an opportunity for everyone to be more proactive in having such moments."

"How much time can I maintain in my life that I truly feel is rich? When I take a sip of Blue Label, it makes me think about that."



Blue Label inspired a Japanese designer who creates a new lifestyle. While sipping this whisky, what kind of design sketches did he envision?

Masashi WATANABE
After starting his career as a model, he studied abroad in countries like the UK before becoming an independent designer. In 2004, he launched Bedouin & The Heartbreakers. In addition to his work as a director, he also handles collaborations with global brands such as Adidas Originals.

*Please be 20 years or older to consume alcohol. Drunk driving is prohibited by law. Drinking alcohol during pregnancy or breastfeeding may adversely affect the development of the fetus and infant. Please enjoy alcohol responsibly and in moderation.