brand profile Keep on 1909 Walking 1920 1930 Johnnie Walker Black Label 1950 Celebrates 100 Years of Innovation and Sets the Stage for 100 More 1970

By Alia Akkam 2009

ne of the world’s most iconic liquor It is the quality blend Alexander Walker the world’s first advertising icons: the famous brands, and the number one blend- perfected that Kleinman believes underscores ‘Striding Man’. Over the century, the look of O ed Scotch whisky, Johnnie Walker the excellence and widespread popularity of the bottle, despite a few tweaks, has essential- Black Label, traces its roots back to an inven- Johnnie Walker Black Label. “Each individ- ly stayed the same, maintaining its powerful tive grocer in Kilamarnock, Scotland, nearly ual bottle of Johnnie Walker Black Label is brand identity among consumers. 200 years ago. Today, the famous whisky is the result of decades of planning. Every sip sold in over 120 countries, alongside its fam- is the product of the rich heritage and skill of Ongoing Buzz ily of blends from the House of Walker. And the Johnnie Walker Master Blenders, as they In tandem with the release of the limited what has sustained the brand’s popularity select from up to 40 whiskies from over 700 edition bottle, Diageo has unrolled a new through the years? Quality. casks. Johnnie Walker Black Label has stood campaign entitled 100 Years of Progress, “The art of blending is the hallmark of the test of time and remains the cornerstone which will include a high-impact visual the- the Johnnie Walker brand. The signature of the Walker portfolio,” he explains. atre program, POS materials and a robust na- blending style used today is the same as it was tional public relations campaign. in the 1900s when Walker was a family-run The Iconic Bottle “The compelling story of 100 years of business,” notes Dan Kleinman, marketing George Walker traveled the globe establish- Johnnie Walker Black Label will be activat- director of Scotch whisky for Diageo. “The ing international distribution networks that ed on every platform and consumer touch- slanted label and the iconic ‘Striding Man’ helped propel the collection of Walker whis- point, including advertising, public relations, logo have been emblazoned on the Black La- kies into a pioneering brand across the world. www.johnniewalker.com and in-store dis- bel bottles since its inception.” In addition to the distinctive slanted label and plays,” Kleinman explains. “In addition to square bottle shape, the next step in making the Limited Edition Collector’s Pack, high- Ambitious Beginnings the Johnnie Walker brand easily rec- impact video displays and a variety of other In 1820, John Walker, a 15-year-old farm ognizable was a collaboration with visual elements have been created for various boy, took over a grocery store in Kilamar- cartoonist Tom Browne, which store formats. Consumers are being invited to nock, where he experimented with whisky, resulted in the creation of one of join in the anniversary celebration at home applying the same skills he learned blending with a mail-in offering of beautiful etched an- teas. In 1857, his son Alexander took over niversary ‘Striding Man’ glassware. Even our the store and devoted his energies to creating To honor the occasion, extensive nationwide mentorship program of a new blend. ‘Old Highland’ was the precur- Diageo will be releasing a on- and off-premise events will receive a spe- th sor to Johnnie Walker Black Label, flaunting new Johnnie Walker Black cial Black Label 100 anniversary twist.” the slanted label and square bottle synony- Label Centenary Limited As they begin to dive into another cen- tury, Johnnie Walker Black Label is confi- mous with today’s version. Edition Collector’s Pack. dent about the future and maintaining the In 1909 Johnnie Walker, the global brand, The sleek black bottle is was born. Two of John’s grandsons, George and level of quality they have been recognized embellished with gold and a Alexander, took the business to a new level by for over the past century. As Kleinman says, timeline of the brand’s key purchasing Cardhu Distillery – still the home “The 100 Years of Progress campaign will set milestone dates on the back. and visitors center of Johnnie Walker today. the stage for 100 more.” n