NOT TO BE OUTDONE,
Diageo is launching a new advertising campaign for $200-a-bottle Johnnie Walker Blue Label. And who will be its first target? People who attend New York City galleries in search of the latest and hottest drink, averaging around 30 years old and making over $75,000 a year. The company currently sponsors about 100 gallery openings and events in New York, as well as private gallery parties in Chicago and Los Angeles.
The Blue Label is at the top of the Johnnie Walker range, which also includes Red, Green, Black and Gold labeled bottles, costing between $20 and $200. And, since we can’t stress it enough, the sales of super-premium spirits costing $150 or more a bottle were the fastest growing category in the U.S., with revenue rising 18% to $2.19 billion, according to data from DISCUS. However, that number is mainly reserved for vodka, and Diageo is hoping to make some more room for scotch.
The Blue Label is at the top of the Johnnie Walker range, which also includes Red, Green, Black and Gold labeled bottles, costing between $20 and $200. And, since we can’t stress it enough, the sales of super-premium spirits costing $150 or more a bottle were the fastest growing category in the U.S., with revenue rising 18% to $2.19 billion, according to data from DISCUS. However, that number is mainly reserved for vodka, and Diageo is hoping to make some more room for scotch.
posted at 4:03 PM
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