As the age statement on a bottle of blended Scotch or single malt whisky is a signal of quality, it takes a brave company indeed to go without & simply market a brand in its own right. But that's exactly what Diageo has done with its Johnnie Walker Blue Label, a blend of Scotch that is held in very high regard but has no age statement. It is marketed as a blend of rare and old Scotch whiskies and carries a price tag of £70+. The demand for premium Scotch blends is spiralling. Sophisticated marketing can overcome the need for the endorsement of an age statement, but it undoubtedly helps to have a strong brand name which is commensurate with quality in the first place. Not surprisingly, more and more producers are considering this option. New product launches purely on name alone, drawing "inspiration" from the bottle are becoming increasingly desirable.
