Johnnie Walker and Porsche Design Studio are collaborating on designer spirits bottles and other luxury gift options, including limited-edition bars costing nearly a quarter-million dollars. Gifting allows Johnnie Walker to "offer differentiated price points, helping to premiumize and drive consumers to trade up," says Rudy Paoli of Diageo, which owns Johnnie Walker. The brand is using online video channels and Instagram previews to promote the collection.