1. Product description Blended nonaged Scotch Whiskey; Blend of 9 rare whiskeys; Launched in 1992; 40.0% alcohol volume; Rich, smooth and smoky flavor with a scent of honey and cocoa; Average price of 170 $ per 700 ml bottle.

2. Marketing communications Advertising “The Gentleman’s Wager” “Johnnie Walker Blue Label- Dare To Discover”

3. “Symphony in blue”- London, September, 25 Johnnie Walker Striding Man Society Official whiskey of Formula One Johnnie Walker Classic Blue Philanthropy Series Responsible Drinking Message

4. MARKETING COMMUNICATION IDEAS package redesigning- include more masculine features and highlight the authentic Scottish origin of the product. make more advertisements with celebrities create online pages and initiate discussions about the product in forums experiment with prices