This masterpiece is going to be about the liquor brand Johnnie Walker. It originated in Scotland and is owned by Diageo. It is the most widely distributed brand of blended Scotch whisky in the world, sold in almost every country with yearly sales of over 130 million bottles. The name comes from the scotch legacy Johnnie Walker and it was originally known as Walker’s Kilmarnock Whisky. The brand was renamed by James Stevenson in 1908 to the name we now all know and he also introduced the “Striding Man” in honor to the founder (he did not draw it though).
The brand is probably also famous because of it’s labels, notably black label, green label, gold label and red label. Every type of Johnnie Walker scotch has a label colour, except for the Swing label. The purpose is to denote the different type of scotch and to position them to be used for different occasions. For example, Johnnie Walker Blue Label is rare and expensive, thus it can only be used in rare occasions.
Also important to a Johnnie Walker bottle is the Striding Man logo I mentioned before. It was created in 1908 by an illustrator named Tom Browne to be a likeness of John Walker in traditional attire. In the logo, the man is walking forward, which Diageo says symbolises forward thinking and the pursuit for excellence. Diageo has also created “The Striding Man Society” which is a members club for people who drink Johnnie Walker.
Another key aspect of Johnnie Walker marketing is the slanted label. This was an advertising tool developed by Alexander Walker (Johnnie’s son) who thought it would help his bottles stand out on the shelf. It might be fun to note that each label is angled at exactly 24 degrees, not every liquor brand pays this much attention to small things like this.
Geen opmerkingen:
Een reactie posten