Johnnie Walker

From Wikipedia, the free encyclopedia

For other uses, see Johnnie Walker (disambiguation).

Type Scotch whisky
Manufacturer Diageo
Country of
origin
Kilmarnock, Scotland
Introduced 1820: Grocery store
1865: Scotch blending
Discontinued White Label, Green label
Variants Red Label, Black Label, Double Black Label, Swing
Label, Swing Superior Label, Green Label, Pure Malt
Label, Gold Label, Gold Label Reserve, Platinum Label,
XR 21 Years Label, Blue Label,
Blue Label King George V, The John Walker
Related
products
Ballantine's, Buchanan's, Chivas Regal,Cutty
Sark, Dewar's, Vat 69
Johnnie Walker is a brand of Scotch Whisky owned by Diageo that originated
in Kilmarnock, Ayrshire,Scotland.
The most widely distributed brand of blended Scotch whisky in the world, it is sold in almost
every country, with annual sales of over 130 million bottles.
[1][dead link]

In 2011, the brand sold over 1 million cases in the US, Brazil and Thailand. It sold more than
500,000 cases in Mexico and Australia.
Contents
[hide]
1 History
2 Blends
o 2.1 Standard blends
o 2.2 Special/limited bottlings
3 Marketing
4 Accolades
5 In popular culture
o 5.1 Celebrities
o 5.2 Film
o 5.3 Music
o 5.4 Television
6 Sponsorships
7 Gallery
8 References
9 Further reading
10 External links
History[edit]

Underground to Wood Lane to anywhere: International Advertising Exhibition at White City, 29 November to 4
December 1920. Advertising poster by Frederick Charles Herrick for London Underground transportation to an
exhibition at White City, showing an assemblage of characters representing various advertising trademarks and
emblems, including Bibendum, the Michelin Man; Johnnie Walker; and theKodak Girl, in an Underground station
displaying advertising posters.
Originally known as Walker's Kilmarnock Whisky, the Johnnie Walker brand is a legacy left
by John "Johnnie" Walker after he started to sell whisky in his grocer's shop in Ayrshire,
Scotland. The brand became popular, but after Walker's death in 1857 it was his son Alexander
Walker and grandsonAlexander Walker II who were largely responsible for establishing the
whisky as a popular brand. Under John Walker, whisky sales represented eight percent of the
firm's income; by the time Alexander was ready to pass on the company to his own sons, that
figure had increased to between 90 and 95 percent.
[2]

Prior to 1860, it was illegal to sell blended whisky.
[where?][3]
During that time John Walker sold a
number of whiskiesnotably his own Walker's Kilmarnock. In 1865, John's son Alexander
produced their first blend, Walker's Old Highland.
Alexander Walker introduced the iconic square bottle in 1870. This meant more bottles fitting the
same space and resulted in fewer broken bottles. The other identifying characteristic of the
Johnnie Walker bottle is the label, which is applied at an angle of 24 degrees and allows text to
be made larger and more visible.
[4]

From 1906 to 1909, John's grandsons George and Alexander II expanded the line and
introduced the colour names. 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. In addition, the slogan, "Born 1820Still 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.
Johnnie Walker White was dropped during World War I. In 1932, Alexander II added Johnnie
Walker Swing to the line, the name originating from the unusual shape of the bottle, which
allowed it to rock back and forth.
The company joined Distillers Company in 1925. Distillers was acquired by Guinness in 1986,
and Guinness merged with Grand Metropolitan to form Diageo in 1997.
Johnnie Walker is no longer blended in Kilmarnock, and has not been for many years.
Thebonded warehouses and company offices (now local authority) can still be seen in Strand
Street and John Finnie Street.
On 1 July 2009, Bryan Donaghey, Diageo Managing Director for Global Supply Scotland,
announced that Diageo intended to cease production at the plant in Kilmarnock. Under a
restructuring programme across Scotland, production would be moved from the brand's original
home to Diageo plants in Leven, Fife, and Shieldhall, Glasgow.
News of the planned closure had widespread media attention and condemnation. Following the
decision, a public campaign was waged to try to persuade Diageo to reverse this decision.
However on 9 September 2009 Diageo stated that they intended to press ahead with the move
away from Kilmarnock and that the matter was "closed".
[5]

The Johnnie Walker plant, the largest employer in the town of Kilmarnock, closed its doors in
March 2012.
[6]

Blends[edit]
For most of its history Johnnie Walker only offered a few blends. In recent years there have been
several special and limited bottlings.
Standard blends[edit]


Johnnie Walker Blue label bottle in a gift box.
Red Label: an 80 proof (40% ABV) blend of 35grain and malt whiskies. It is intended for
making mixed drinks.
[7]
According to William Manchesterthis was the favourite Scotch
of Winston Churchill, who mixed it with soda.
[8]
Red Label has been reported to be former
U.S. Vice President Dick Cheney's drink of choice.
[9]

Black Label: an 80 proof (40% ABV) blend of about 40 whiskies, each aged at least 12
years.
Double Black Label: A new addition, the whisky was created taking Black Label as a
blueprint and adding heavily peated malts and some aged in deeply charred oak casks.
[10]

Green Label: a blended malt (a blend of only single-malts) using predominantly four malts
"drawn from the four corners of Scotland"the intent of the blend is to deliver depth,
substance, and intensity. Each of the malts (Talisker, Linkwood, Cragganmore, Caol Ila, and
others) is selected by the blender for balance and each malt whisky is matured for a
minimum of 15 years. Green Label was expected to be discontinued as of December 2011,
but production continues though it is becoming increasingly difficult to find.
[11][12][13]

Gold Label: an 80 proof (40% ABV) blend of over 15 single malts. It was derived from
Alexander Walker II's blending notes for a whisky to commemorate Johnnie Walker's
centenary. His original efforts were thwarted by a shortage of these malts following World
War I. Gold Label is commonly bottled at 15 or 18 years, or without an age statement as
Gold Label Reserve. Gold Label has been replaced, without an age statement, as "Golden
Label Reserve" as of 2013.
[14]

Platinum Label: an 80 proof (40% ABV) private blendaged 18 years to replace the original
Gold Label in the Asian market, and sold alongside Gold Label Reserve. It is also available
in Australia, Brazil, Canada and South Africa and Israel.
Blue Label: Johnnie Walker's premium 8086 proof (4043% ABV
[15][16]
) blend with no age
statement. Johnnie Walker Blue Label, also known as Max Walker, is blended to recreate the
character and taste of some of the earliest whisky blends created in the 19th
century.
[17]
Bottles are numbered serially and sold in a silk-lined box accompanied by a
certificate of authenticity. It is one of the most expensive blended Scotches on the market,
with prices in the range of US $200$300.
J ohnnie Walker Swing: supplied in a distinctive bottle whose irregular bottom allows it to
rock back and forth. It was Alexander IIs last blend: it features a high proportion
ofSpeyside malts, complemented by malts from the northern Highlands and Islay, and is
"almost as sweet as a bourbon".
[18]

Red & Cola: a premix of Red Label and cola, sold in cans and bottles similar to beer.
Johnnie Walker blends, by years of production, and from least expensive to most expensive.
Age 18651905 19061908 19091911
1912
1931
1932
1991
1992
1996
19972012 2013
young
(blended)

Old
Highland
Johnnie
Walker
White Label

Johnnie Walker
Premix / One
none given
(blended)

Special
Old
Highland
Johnnie Walker
Red Label
12
(blended)
Walkers
Old
Highland
Extra
Special
Old
Highland
Johnnie Walker
Black Label
none
given
[10]

(blended)

Johnnie Walker
Double Black Label
none
given
[18]

(blended)

Johnnie Walker
Swing
15
(blended
malt)

Johnnie
Walker
Green Label

15/18/none
(blended)

Johnnie
Walker
Gold Label
Johnnie Walker
Gold Label
Reserve
18

Johnnie Walker
(blended) Platinum Label
none given
(blended)

Johnnie Walker
Blue Label
Special/limited bottlings[edit]

This section does not cite any references or sources.Please help
improve this section by adding citations to reliable sources.
Unsourced material may be challenged andremoved. (December
2008)
"Johnnie Walker New Explorers' Club Collection": A collection which will contain a number of
'series', the first of which is the 'Trade Routes' series, which contains "The Spice Road"
(~US$43) released Dec 2012; "The Gold Route" (~US$95) released in Mar/Apr 2013; "The
Royal Route" (~US$159) releasing May/Jun 2013. The Trade Routes series will be available
exclusively in Duty Free.
[19][20]

"Johnnie Walker XR 21": an 80 proof (40% ABV) blend aged 21 years.
"Johnnie Walker Black Label Keep Walking New Zealand": A special limited-edition pack to
support fundraising efforts following the Christchurch earthquake in February 2011
"Johnnie Walker Black Label: Project Black Inspiration": Facebook fans across Malaysia and
Singapore with the chance to provide creative input to help shape the new bottle design.
Only 200 bottles available worldwide, and only available in Malaysia and Singapore.
(2011/2012)
"Johnnie Walker Black Label Anniversary Edition" 19082008: in two different editions
(~US$34).
"Double Black": a blend that uses peaty west coast whiskies to create a flavour that is more
smoky than Johnnie Walker Black Label.
[21]

Collectors Edition: a collectors' edition of 12 year old Black Label was released in limited
amounts (~US$43).
Millennium Edition: a collectors' edition of 12 year old Black Label was released in limited
amounts in the year 2000(~US$130).
Odyssey - First bottling: a very expensive blend with the first bottling of the barrel only 250
bottles (~US$3000).
Odyssey - : a very expensive general release (~US$1000).
Deco: a very limited number of 350 ml bottles were produced in Art Decodesigned bottles,
hence the name of this blend.
Premier: a blend aimed specifically at the Japanese market.
Swing Superior: a limited edition variety based on the Swing blend, marked by its distinctive
golden label. 86.8 proof.
Original Swing (Bottle has a cork top) (US$1500)
Celebrity
Johnnie Walker 1820 Decanter: A gift to employees to mark the 50 years of operation at the
Kilmarnock distillery.
Liquer Whisky (US$1200)
21 year old: a rare aged variation of Gold Label (US$1200).
Quest: a very special blend, rarer than Blue Label (~$500).
Honour: one of the most rare and most expensive blends of Johnnie Walker Scotch whisky.
Excelsior: a very rare double matured Scotch whisky, distilled in 1947, bottled in 1997
(~US$1700).
Old Harmony: a rare blend marketed at the Japanese market (~US$850).
15 year old Kilmarnock 400 Whisky: an extremely rare Gold Label blend bottled to mark the
400th anniversary of the granting of burgh status to Kilmarnock. Released in 1992 in very
limited amounts (~US$850).
150 years Anniversary 18201970: A 150th anniversary commemorative blend.
(~US$2,000).
Blue Label 200th Anniversary: 2005 saw Johnnie Walker's extremely limited bottling of its
ultimate blend. A special release of cask strength Blue Label, in a special
square Baccaratcrystal decanter. It is the most expensive Johnnie Walker product, selling
recently for over US$3,600 a bottle.
[22]

Blue Label 1805: On 25 July 2005, the makers of Johnnie Walker Blue Label celebrated the
birth (200th anniversary) of its founder with the release of just 200 bottles of a special edition
blend, specially created by the Johnnie Walker Master Blender, Jim Beveridge. None of the
200 bottles were made available for retail sale. In recognition of John Walkers
entrepreneurial success in bringing whisky of the highest quality to the world, the bottles
were presented to individuals deemed to have made the most significant contribution to
modern life. It is estimated that each bottle is valued at US$30,000.
Blue Label King George V Edition (2007): To recreate the Johnnie Walker blending style
from King George V era. King George V was the British monarch that first granted Johnnie
Walker its Royal Warrant in 1934. Oak casks dating back to the last century were used to
age the whisky, sourced from distilleries operating during the reign of King George V. Special
packaging in crystal decanter accompanied by an individually numbered certificate of
authenticity. (US$600)
[22]

Johnnie Walker Blue Label Mini Blended Scotch Whisky: a very rare item that includes a
hand-blown nosing glass and sealed tasting notes and booklet on blue label whisky, costing
around US$250.
The John Walker: This blend includes old whiskies from distilleries long since closed. Only
330 bottles were made. (>US$3,500)
Johnnie Walker Diamond Jubilee (2012): In honour of Queen Elizabeth II 60 bottles of
whisky distilled in 1952. Only sixty bottles are being sold in Singapore at S$250,000.
Marketing[edit]
Every type of Johnnie Walker scotch has a label colour as previously noted, except for the
aforementioned Swing label. The purpose is to denote the different types of scotch and to
position them to be used for different occasions. For example, Johnnie Walker Blue Label is rare
and expensive, and so it is intended to be used for special occasions.
[citation needed]

A key feature of every bottle of Johnnie Walker scotch is the Striding Man logo. It was created in
1908 by illustrator Tom Browne to be a likeness of John Walker in traditional, upscale attire.
[4]
In
the logo, the man is walking forward, which Diageo says symbolises forward thinking and the
pursuit of excellence. Diageo has created a members club for Johnnie Walker drinkers, called
"The Striding Man Society".
[23]

Another key aspect of its marketing is the slanted label, which is angled at exactly 24 degrees.
This was an advertising tool developed by Alexander Walker, who thought it would help his
bottles stand out on the shelf.
[24]
Additionally, the angled label accommodates more text.
[4]

In 2009, the advertising agency Bartle Bogle Hegarty created a new short film, starring Robert
Carlyle and titled The Man Who Walked Around the World, which outlined the history of the
Johnnie Walker brand.
[4]

In 2013, ahead of the sixth season of Mad Men, the firm launched an ad campaign
featuringChristina Hendricks.
[citation needed]

Accolades[edit]
Johnnie Walker spirits have generally received strong scores at international Spirit
ratingscompetitions and from liquor review bodies. The Green Label, for example, received an
extraordinary string of three double gold medals from the San Francisco World Spirits
Competition between 2005 and 2007.
[25]
The Gold Label received double gold medals from the
San Francisco competition in 2008 and 2009 and won a gold in 2010.
[26]
Spirits ratings
aggregator proof66.com, which averages scores from the San Francisco Spirits Competition,
Wine Enthusiast, and others, puts the Black, Blue, Gold and Green Labels in its highest
performance category ("Tier 1" Spirits).
[27]
Johnnie Walker spirits have several times taken part in
the Monde Selections World Quality Selections and have consistently received a Gold and
Grand Gold Quality Award.
[28]

In popular culture[edit]
Celebrities[edit]
Johnnie Walker Black Label was Christopher Hitchens' favorite whisky; he dubbed it "Mr
Walker's Amber Restorative".
[29]

Johnnie Walker Blue Label was a favorite of the late US president Richard Nixon, who used
to enjoy it with dry ginger ale.
[30]

Film[edit]
In Superman 3 (1980), Superman is shown drinking Johnnie Walker Red Label after being
exposed to synthetic kryptonite.
[citation needed]

In two scenes of Ridley Scott's film Blade Runner (1982), Harrison Ford drinks Johnnie
Walker Black Label after it is poured from a futuristic Art Deco bottle.
[31]

In The Yacoubian Building (film) (2006), Adel Imam's character bets with his friend for a
bottle of Johnnie Walker Black Label and later drinks it with another friend.
[citation needed]

In The Man From Earth (2007), John Oldman shares a bottle of Johnnie Walker Green with
his friends (the production could not afford Blue).
[citation needed]

In Argo (2012), John Goodman's character references Johnnie Walker Blue Label.
[citation
needed]

Music[edit]
Krzysztof Klenczon sings about Johnnie Walker in the refrains of his song "Port".
[32]

NOFX mentions Johnnie Walker in the song "Release The Hostages" from Heavy Petting
Zoo (1996).
[citation needed]

Lynyrd Skynyrd mentions "Johnnie Walker Red" in the song "Poison Whisky".
[citation needed]

Elliott Smith sings that "Johnnie Walker Red" helps him "fake it through the day" in his song
"Miss Misery", which was nominated in 1998 for an Academy Award for Best Original Song
in the film Good Will Hunting (1997).
[citation needed]

George Thorogood mentions Johnnie Walker Black and Red in the song "I Drink
Alone".
[citation needed]

Television[edit]
In Entourage, Season 7/Episode 6 (entitled "Hair"), Turtle tries to convert Johnny Drama to
the new brand of tequila he is promoting. Drama makes it very clear that he plans to stick to
his Johnnie Walker Blue Label.
[33]

In the Revenge episode "Lineage", Kenny Ryan describes his father's favourite drink as
being "Blue Label liquor", often calling it his "rich man's candy".
[34]

In the TV series Scrubs, Black Label is enjoyed by Dr. Cox, with the "Janitor" claiming and
naming the drink left at the bar by the iconic character played by John McGinley.
[citation needed]

In The Sopranos, Salvatore "Big Pussy" Bonpensiero gives Johnnie Walker Gold Label as a
gift.
[when?]
by Salvatore "Big Pussy" Bonpensiero.
[35]

In a Suits episode
[when?]
, Harvey Spectre's old boss, Cameron Dennis, drinks Johnnie Walker
Blue Label.
[36]

In Supernatural, Season 3/Episode 15, Rufus Turner drinks Johnnie Walker Blue withDean
Winchester, saying, "You know, I dont even bother drinking unless its this stuff. Nectar of
the gods Im telling you."
[37]

In The West Wing episode "Bartlet For America", recovering alcoholic Leo McGarrymentions
Johnnie Walker Blue: in the flashback, at meeting, drinks were poured from the bottle, with
the label clearly shown, and mentioned by name. Leo then lapses by accepting a drink,
saying: "That's what I remember."
[38]

Sponsorships[edit]
Johnnie Walker sponsors
The Johnnie Walker Classic, an Asia-Pacific golf tournament
The Johnnie Walker Championship at Gleneagles, a golf tournament in Scotland
The McLaren-Mercedes F1 team
[citation needed]

The Ashes, a cricket series between Australia and England
[citation needed]

The New York Yankees baseball team
[citation needed]

Gallery[edit]

Johnnie Walker Red Label

Johnnie Walker Black Label

Johnnie Walker Double Black

Johnnie Walker Swing

Johnnie Walker Green Label & Green Label 180 Cask

Johnnie Walker Gold Label

Johnnie Walker Gold Label Reserve

Johnnie Walker XR 21

Johnnie Walker Blue Label

Blue Label King George V Edition
References[edit]
1. Jump up^ "Not Available". Johnniewalker.com. Retrieved 2012-11-03.
2. Jump up^ Cigaraficionado.com
[dead link]

3. Jump up^ MacLean, Charles. Scotch Whisky: A Liquid History. Charles MacLean & Cassell Illustrated.
London, England. 2003. (ISBN 1-84403-078-4)
4. ^ Jump up to:
a

b

c

d
"2009 promotional film: ''The Man Who Walked Around the World''". Youtube.com.
2010-07-18. Retrieved 2012-11-03.
5. Jump up^ "Johnnie Walker jobs plan rejected".BBC News. September 9, 2009. Retrieved May 7, 2010.
6. Jump up^ "Johnnie Walker whisky plant closes in Kilmarnock". BBC News. BBC. 23 March 2012.
Retrieved August 7, 2012.
7. Jump up^ Mixing use perhttp://us.johnniewalker.com
8. Jump up^ Manchester, William (October 1988) [1988]. "The Lion Caged". The Last Lion: Winston
Spencer Churchill, Alone 19321940 (Revised ed.). p 10: Little, Brown and Co. p. 756. ISBN 0-316-
54512-0.
9. Jump up^ "Weeklystandard.com". Weeklystandard.com. 2008-09-22. Retrieved 2012-11-03.
10. ^ Jump up to:
a

b
Miller, Jared T. (2013-05-10)."Johnnie Walker adds Double Black to whisky line". Daily
News. Retrieved 2013-05-27.
11. Jump up^ "Johnnie Walker Green Discontinued". www.scotch-tasting-bums.com. 2012-01-16.
Retrieved 2012-11-29.
12. Jump up^ The Whisky Exchangehttp://www.thewhiskyexchange.com/P-557.aspx |url= missing title
(help).
13. Jump up^ Dominic, Roskrow. The Whisky Tasting Club -
UKhttp://thewhiskytastingclub.co.uk/Blogs/domblog/2011/12/20/green-label/ |url=missing title (help).
14. Jump up^ "Jason's Scotch Whisky Reviews". Retrieved 2 August 2013.
15. Jump up^ "Product Information". Lcbo.ca. Retrieved 2012-11-03.
16. Jump up^ "Johnnie Walker - Blue Label - Blended Scotch Whisky - 1 Ltr - 43% ABV: Amazon.co.uk:
Grocery". Amazon.co.uk. 2012-04-16. Retrieved 2012-11-03.
17. Jump up^ "Johnnie Walker Blue Scotland Scotch 750ml". Wineanthology.com. Retrieved 2012-11-03.
18. ^ Jump up to:
a

b
One Sweet Swing | Travel + Leisure Golf
19. Jump up^ "Explorers' Club Collection".http://www.johnniewalker.com/. Retrieved 2012-12-29.
20. Jump up^ "Tasmanian Whisky Appreciation Society". http://www.twas.com.au/. Retrieved 2012-12-29.
21. Jump up^ Strenio, Andrew (2011-10-14). "That's the Spirit: Johnnie Walker Double Black". Serious
Eats. Retrieved 2013-05-27.
22. ^ Jump up to:
a

b
Johnniewalker.com
23. Jump up^ "Johniewalker.com". Johnniewalker.com. Retrieved 2012-11-03.
24. Jump up^ "Johnniewalker". Us.johnniewalker.com. Retrieved 2012-11-03.
25. Jump up^ "Proof66.com Summary of Green Label Awards". Retrieved 2012-10-16.
26. Jump up^ "Proof66.com Summary of Gold Label Awards". Retrieved 2012-10-16.
27. Jump up^ "Proof66.com Website". Retrieved 2012-10-16.
28. Jump up^ Marc Guison (2012-02-08). "Awards". Slideshare.net. Retrieved 2012-11-03.
29. Jump up^ Brown, Craig (2012-03-21). "Christopher Hitchens's Diary". Vanity Fair. Retrieved 2012-11-
03.
30. Jump up^ Small, Melvin (2011). A Companion to Richard M. Nixon. Oxford: Wiley-Blackwell.ISBN 978-
1-4443-3017-5.
31. Jump up^ "Blade Runner Whiskey Bottle".
32. Jump up^ "Krzysztof Klenczon - Port (on YouTube)".
33. Jump up^ "Johnny Drama Loves Johnnie Blue".
34. Jump up^ "ABC Revenge Season 2 Episode 8 recap".
35. Jump up^ "Johnnie Walker Gold Label "Centenary Blend"".
36. Jump up^ "Johnnie Walker Gold Label "Centenary Blend"".
37. Jump up^ 3.15 Time Is on My Side - Super-wiki. Supernaturalwiki.com. Retrieved on 2013-12-23.
38. Jump up^ "John Spencer on Scotch".