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Johnnie Walker is a Scotch whisky brand owned by Diageo beverages company. This is the most widely spread type of blended Scotch whisky in the world. Diageo makes annual discount on Johnnie Walker.


History of Johnnie Walker


The history of this drink started in 1820 when John “Johnnie” Walker introduced it to Scottish buyers. The whisky became especially popular after John’s death in 1857 when his sons were involved in business. The iconic square bottle appeared in 1860. Such shape made it possible to fit more bottles in the same space.

Today Johnnie Walker is still produced in East Ayrshire. In 2016 its revenue was £15.641 billion.

Johnnie Walker logo has gone through different variations. Now it uses strict black and white colors. The symbol includes the name of the drink written in an elegant style. Above the title there is a smart-dressed man walking. He resembles John Walker.

Johnnie Walker’s most famous slogans are:
Keep walking.
If you want to impress someone, put him on your Black list.
It’s classic. It’s bold. It’s Johnnie Walker. And you ordered it.


Advertising and Interesting Facts


Ads budget of Johnnie Walker was £1.36 billion in 2016.

The key aspect of its marketing is the slanted label. It is angled at exactly 24 degrees. The idea belongs to Alexander Walker.

In 2009 the company released a short film titled “The Man Who Walked Around the World” featuring Robert Carlyle. This video showed the history of the Johnnie Walker brand.

In 2013, before the sixth season of Mad Men, the Diageo released a series of ads featuring Christina Hendricks.

On the eve of the latest Election Day Johnnie Walker made a message. The company’s car stopped in such cities as Los Angeles, Santa Fe, New Orleans and Washington D.C. Voiceover artist Rommel Molina provided the narration saying that each person was important for the society.

Johnnie Walker gradually changes its “Keep Walking” campaign. Today they have invited an actor Jude Law for the new commercials. The rebranded tagline is “Joy Will Take You Further. Keep Walking.”

The whisky is often mentioned in music and cinema. For example, Leonard Cohen song “Closing Time” includes the line “and the Johnnie Walker wisdom running high.” In Supernatural hunter Rufus Turner states that he only drinks Blue Label.

In addition, Johnnie Walker is the official whisky of Formula One. The company also supports an Asia-Pacific golf tournament.

Among Johnnie Walker’s awards you can find an APEX award for publishing excellence.