Comments on: Johnnie Walker Blue – Taking a top shelf brand to the next level

By: david

david — Wed, 24 Nov 2010 06:36:37 +0000

Interesting perspective Advocate. Given the scotch and cola in a can is a poor brand extension, within the general (see huge, global) scotch category JW is considered a premium brand. In the same way you can buy a Tiffany’s bracelet for $200 or for $200,000 they can still be a premium brand. For both of these brands, their exploration of non-premium lines has been their downfall/

By: Advocate

Advocate — Tue, 23 Nov 2010 23:46:49 +0000

mmm I don’t know…

It seams like a blended whiskey super brand trying to grab some notoriety and authenticity.
How can any company that sells its drink as premix with cola in a can claim to be premium.

Like Tiffany & Co discovered to be premium, you have to be premium. That means everyone can’t have one!

By: david

david — Mon, 22 Nov 2010 03:33:06 +0000

Spot-on Ron, the ultra premium price of the blue label and the extremely limited supply are a part of the brand gesture strategy – all the better to create another layer of brand folklore.

By: Ron

Ron — Mon, 22 Nov 2010 03:10:23 +0000

Although the price is high, it is great to see Johnny Walker using their resources to create a such a well crafted and delicate whisky. This is a great brand gesture to reinforce that Johnny Walker knows whisky, is whisky and will always be makers of the finest whisky.

By: david

david — Sun, 21 Nov 2010 20:56:06 +0000

Thanks Tim, I think Johnnie Walker is a brand who are very good at knowing where the line is. They keep their brand storytelling rich, but don’t dilute it by over saturating the market with unnecessary brand communications. Like a fine blend of whiskey – it’s all about getting the mix just right.

By: Tim

Tim — Sun, 21 Nov 2010 20:44:48 +0000

I agree David, this brand gesture by Johnnie Walker is a ripper. By reinforcing their traditional history with the Blue Label, they really are putting a firm stake in the ground. Lets hope they don’t over use and saturate their own market space with ideas or heritage and brand storytelling, balance i think is the key. Thanks for the post.