Selling Scotch With A Fancy Book
Kevin over at The Scotch Blog has an interesting post on "The Blue Label Book" a sumptuous book given out for free to tempt high-level execs into springing for the expensive (around $200)Johnnie Walker Blue . Kevin checks out the book and reports that it is a lovely blue linen and gold-edged affair that is rather light on content. The 96-page book shows the "best seat in the house" for theaters, opera houses and restaurants in 12 cities around the world as well as paintings of the beautiful people enjoying Johnnie Walker Blue. The book is light however, on Scotch details or the history of the Johnnie Walker Blue itself. The principle here seems to be the same vaguely insulting slant that we have seen used to sell other pricey liquors that it isn't about whether or not you appreciate what you are drinking it is about whether you are deep-pocketed and elitist enough to spring for it.