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.
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
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
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
Born 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.
johnniewalker.comIn 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.
johnniewalker.comJohn 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.
wikipedia.orgJohn Walker passed away in 1857, Alexander Walker took over the shop and vowed to turn his father's modest business into a global phenomenon
In 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.
wikipedia.orgAlexander Walker also set the label at precisely 24 degrees, a smart move that would later become uniquely Johnnie Walker
The 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.
wordpress.comFrom 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
Sir 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
In 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.
wikipedia.orgIn 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.
wikipedia.orgWhile 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.comThe 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
Renowned 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:
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.
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