Who Was Johnnie Before All That Walking?
For over 200 years, Johnnie Walker and his family walked over deaths, challenges and failures with courage and adversity to give us one of the world's finest and most iconic whiskey. This is the story behind the labels.
By sponsored — 03 Oct 2013, 05:35 PM — Updated about 10 years ago
WATCH: The story of the man who walked around the world, and never stopped
Whiskey is enjoyed around the world, especially in France, UK and Australia
Whiskey is enjoyed around the world, especially in France, UK and Australia
Image via masterofmalt.comThe world's largest distributor of scotch whiskey, Johnnie Walker and its army of coloured labels has been around for about 200 years to satisfy the world's thirst for whiskey
The world's largest distributor of scotch whiskey, Johnnie Walker and its army of coloured labels has been around for about 200 years to satisfy the world's thirst for whiskey
Image via flickr.comDid you know that Johnnie Walker is real? The man behind the name was an orphan who worked as a grocer selling groceries, teas, and spirits at the age of 15 in 1819
Did you know that Johnnie Walker is real? The man behind the name was an orphan who worked as a grocer selling groceries, teas, and spirits at the age of 15 in 1819
Image via sinaimg.cnBorn at Todriggs farm on the outskirts of Kilmarnock, John Walker was orphaned at the age of 14yrs. His trust fund purchased a grocer shop near Kilmarnock Cross, and young John Walker was put to work as a grocer.
findagrave.comAlthough a purveyor of all spirits, Walker's own label whisky is reported to have been the best seller in and around the town of Kilmarnock.
findagrave.comAlthough records show that the sale of whisky was becoming an ever important and profitable part of his trade, when John Walker died his business was still listed as a grocers shop.
findagrave.comBy 1830's, John Walker was a successful businessman but his business was destroyed by a flood in 1852
John Walker was by now considered to be an accomplished business man in the town, and was a member of the freemasons and the local trades associations.
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In 1852, a sudden flood virtually destroyed the John Walker's grocery business. But Walker's son, Alexander stepped in to help his father revive his enterprise. Business was thriving again in just a few years.
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John Walker produced his own blend of whiskeys, notably Walker's Klimarnock Whiskey and Walker's Old Highland
Prior to 1860 it was illegal to sell blended whisky. During that time John Walker sold a number of whiskies—notably his own Walker's Kilmarnock. In 1865 John's son Alexander produced their first blend, Walker's Old Highland.
John Walker passed away in 1857, Alexander Walker took over the shop and vowed to turn his father's modest business into a global phenomenon
John Walker passed away in 1857, and Alexander Walk vowed to turn his father's modest business into a global phenomenon
Image via theinspirationroom.comIn 1857 Alexander Walker took over the business and renamed it Johnnie Walker and Sons.
findagrave.comHe fulfilled his promise to his dad by introducing the square-shaped bottles in 1870 for functional reasons that would later create a most iconic look for Johnnie Walker
Alexander Walker introduced the iconic square bottle in 1870. This meant fewer broken bottles and more bottles fitting the same space.
Alexander Walker also set the label at precisely 24 degrees, a smart move that would later become uniquely Johnnie Walker
Alexander Walker also set the label at precisely 24 degrees, a smart move that would later become uniquely Johnnie Walker
Image via la-img.comThe real attention grabber is the label set at 24 degrees across the bottle to allow for a larger font size. Instantly recognisable, the look of the Johnnie Walker bottles is as iconic as Jack Daniel’s.
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From 1906 to 1909, John Walker's grandsons George and Alexander II heeded their destiny to guard their grandfather's life's work, and introduced the iconic colour labels
Johnnie Walker Blue: In this blend Johnnie Walker taps into the rarest and most exceptional whiskies from their stock, which happens to be the largest in the world, so they have a lot to choose from. The whisky is intended to be in an early 19th century style with literally each whisky in the blend being hand selected by their master distiller for its exceptional quality. It’s easily the smoothest and most complex of the Johnnie Walker family.
Image via beveragedepot.biz
Johnnie Walker Gold: A blend of 15 single malts, the Johnnie Walker Gold is a bit tougher to come by and has only been available outside the company since the 1990’s (according to the Johnnie Walker website itself). This blend is created for smoothness with sweet notes and rich gold colour.
Image via winetimes.co
Johnnie Walker Green: A blend using only malts from each of the four corners of Scotland. In fact the four malts used are from producers many would be familiar with for their success as premium single malts in their own right. Caol Ila, Talisker, Cragganmore, and Linkwood. The bottle is labeled a 15 year old, meaning the minimum age of the whiskies making up the blend is 15 years.
Image via swishost.com
Johnnie Walker Double Black: The newest addition to the Johnnie Walker family, this scotch takes the Johnnie Walker Black as a general guideline but adds some additional heavily peated malts, as well as more whisky which has been aged in deepy charred casks. This add’s darkness to the colour and strength to the flavour.
Image via mlstatic.com
Johnnie Walker Black: A blend of over 40 selected Whiskies from around Scotland. The youngest scotch in the blend is aged a minimum of 12 years, allowing them to label the bottle as a 12yr old scotch. The Black is created to have more depth and character than the Red and it certainly succeeds.
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Johnnie Walker Red: A blend of about 35 different malt and grain whiskies. Some light whisky from Scotland’s East Coast and some dark peaty whisky from the West Coast. This is the base of the Johnnie Walker line-up.
Image via findthebest.comSir James Stevenson, who took over the family business in 1908, was not a Walker, but he payed homage to the original founder in more ways than one
Sir James Stevenson, who was working with John Walker since 1888 took over and renamed it to pay homage to the original
Image via markenlexikon.comIn 1908, when James Stevenson was the Managing Director, there was a re-branding of sorts. The whisky was renamed from Walker's Kilmarnock Whiskies to Johnnie Walker Whisky.
In addition, the slogan, "Born 1820—Still going Strong!" was created, along with the Striding Man logo, a figure used in their advertisements to this day,created by illustrator Tom Browne, in honour of the founder, and given the same name.
While at lunch with the Walker brothers, cartoonist Tom Browne sketches the Striding Man on the back of a menu card. His drawing goes on to become one of the first globally established advertising icons.
johnniewalker.com
The Striding Man, drawn based on John Walker himself, would become one of the first globally established advertising icons
Fast forward to October 2013, Johnnie Walker is now a testament of luxury, comfort and fine living
Fast forward to October 2013, Johnnie Walker is now a testament of luxury, comfort and fine living
Image via coloribus.comRenowned journalist and alcohol enthusiast Christopher Hitchens says it best: “Johnnie Walker Black, breakfast of champions, accept no substitutes”
Even our little part of the world enjoys the colour, complexity and smoothness of Johnnie Walker. Proof? See what went down at the Johnnie Walker Circuit Lounge in Singapore here:
One lucky partygoer won the honour of being driven home by Hakkinen himself as part of Johnnie Walker’s Ultimate Chauffeur Service, which in turn is part of the brand’s Join The Pact responsible drinking campaign.
Image via imgur.com
(From left) Senior Brand Manager of Johnnie Walker Malaysia Natalie Harley, Vodafone McLaren Mercedes driver Jenson Button, and Yuaraja Krisnasamy, the grand prize winner of Johnnie Walker Malaysia’s Step Inside The Circuit campaign.
Image via imgur.com
Watch fashion shows and see international DJs perform live after the race at Podium Lounge.
Image via amazonaws.com
Close to 1,500 guests turned out at the spectacular Marina Bay Sands for JOHNNIE WALKER® CIRCUIT LOUNGE on 21 September 2013. The evening was a celebration for the senses, with stunning aerialists, violinists, and DJs coming together to create an incredible visual and audio experience for guests.
johnniewalker.com
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