create desire The three reasons to believe in the brand

tell a story

delight the senses Enjoy the flavour and perfect serve

15 SECONDS

15 SECONDS

1 MINUTE

Only 1 in 10,000 casks, chosen from the four corners of Scotland, are suitable for use in the blend.

Jim Beveridge, Master Blender, uses 190 years of Walker expertise to carefully mature and blend in small batches.

Johnnie Walker Blue Label recreates the flavour of 19th century whiskies, a powerful ‘wave’ breaking to a smooth, long finish.

rare casks rare craft RARE CHARACTER

Using information from the bottle

Rare CasksInspired by unrivalled 19th Century whisky flavour,

at Johnnie Walker only 1 in 10,000. Rare Casks are

exceptional enough to re-create this distinctive flavour

through ‘A blend of our very rarest whiskies’.

Rare CraftJohnnie Walker Blue Label descends from a

190 year old unbroken lineage of Johnnie Walker Rare

Craftsmanship, and is today the biggest ultra premium

Scotch in the world.

Rare CharacterJohnnie Walker Blue Label marries together the

most exquisite hand–selected whiskies from the four

corners of Scotland, to create the Rare Character.

Johnnie WalkerJohnnie Walker pioneered rare whisky flavour, but

did you also know that he began as a Master Blender of

luxury spices, teas and tobaccos?

ScotlandWe like to say, Johnnie Walker Blue Label is

more than an age, more than a location, it is

Scotland and Whisky blended together to capture

the rarest of flavour.

Rare flavour Using some whiskies from distilleries no longer

in existence, Johnnie Walker Blue Label is a firework

explosion of rare flavour and exceptional smooth

taste, endorsed by the Walker seal, found on the iron

gates of the company in Kilmarnock, Scotland.

‘Our blend Cannot be Beat’and always remember, every bottle is rare, every

bottle is individually numbered, and every bottle’s

liquid excellence is recognised by Royalty.

Slanje Va!(Cheers!)

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Johnnie Walker Blue

Label should be enjoyed

neat alongside a glass of

iced water, which should

be sipped first to cleanse

the palate and hone the

senses.

Then take a sip of the

whisky and let it roll in the

mouth before swallowing

to reveal the full taste

experience.

It will explode with richness

and softness, with layers of

deep honeyed fruit, rolling

to aromatic wood with a

powerful endless finish.

50ml = 15.80g alcohol/2 standard drinks

Intense dried fruit, dark chocolate & rich spice flavourJohnnie Walker® Blue Label™ should be

savoured slowly…

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A Johnnie Walker® Blue Label™

CONVERSATION...

welcome establish motivation define shopper create desire propose benefit the close the sale

“ So that you get the most out of your experience today, how can I guide you?”

“ Well you may know that Johnnie Walker Blue Label uses whiskies from the four corners of Scotland, some from distilleries no longer existing...”

“ And what that means to you is that you’ll be able to enjoy an unrivalled flavour, smoothness and whisky expertise in every sip.”

“ And what that means to you is that you will be one of the privileged few who can own and enjoy this unrivalled rarity.”

“ And what that means is that not only can you indulge in this unrivalled flavour, but so rare are some of the whiskies used that each bottle is individually numbered.”

“ As you appreciate rarity, did you know that only 1 in 10,000 casks has the character that is suitable for use in the Johnnie Walker Blue Label blend?”

“ Did you know that Johnnie Walker Blue Label recreates the powerful flavour of 19th century whiskies and is the biggest selling ultra premium Scotch in the world?”

“ I’m something of a whisky connoisseur actually.”

DISCERNING (OLD MONEY)

“ I am looking for a really rare, expensive whisky.”

STATUS (NEW MONEY)

“ I don’t know much about whisky, I just want something really good.”

ASPIRATIONAL

“The best way of enjoying the intense dried fruit, dark chocolate and rich spice flavours, is to sip it slowly with a glass of chilled mineral water to cleanse the palate.

“Good morning and welcome to our Luxury world of whiskies. My name is...”

“Can you imagine how wonderful it will be,

if the bottle, complemented by the rare whisky inside,

had a personalised message engraved on it, making it

a lifelong memory?”

“ Let me think about it...”

“ Have you got anything| rarer?”

“ It’s a bit too expensive for me”

“ There’s no age statement”

Dealing with objections... Remember: Acknowledge, Clarify, Reframe or Re-Model and Resolve.

“ Is there anything I can clarify?”

“Age is important but so is taste and this whisky uses the best taste from the four corners of Scotland.”

“ If you’re still looking for quality then Johnnie Walker Gold Label would be perfect.”

“ Can I interest you in Johnnie Walker King George V or The John Walker?”

“ I wish to buy a gift.”

20THE TRINITY PITCHES