Keep on Walking

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O ne o' the world 9s most iconic liquor brands, and the number one blend- ed Scotch whisky, Johnnie Walker Black Label, traces its roots back to an inven- tive grocer in Kilamarnock, Scotland, nearly 200 years ago. Today, the 'amous whisky is sold in over 120 countries, alongside its 'am- ily o' blends 'rom the House o' Walker. And what has sustained the brand 9s popularity through the years?

Quality. cThe art o' blending is the hallmark o' the Johnnie Walker brand. The signature blending style used today is the same as it was in the 1900s when Walker was a 'amily-run business, d notes Dan Kleinman, marketing director o' Scotch whisky 'or Diageo.

cThe slanted label and the iconic 8Striding Man 9 logo have been emblazoned on the Black La- bel bottles since its inception. d Ambitious Beginnings In 1820, John Walker, a 15-year-old 'arm boy, took over a grocery store in Kilamar- nock, where he experimented with whisky, applying the same skills he learned blending teas. In 1857, his son Alexander took over the store and devoted his energies to creating a new blend. 8Old Highland 9 was the precur- sor to Johnnie Walker Black Label, aunting the ... more. less.

slanted label and square bottle synony- mous with today 9s version. In 1909 Johnnie Walker, the global brand, was born. Two o' John 9s grandsons, George and Alexander, took the business to a new level by purchasing Cardhu Distillery 3 still the home and visitors center o' Johnnie Walker today. It is the quality blend Alexander Walker per'ected that Kleinman believes underscores the excellence and widespread popularity o' Johnnie Walker Black Label. cEach individ- ual bottle o' Johnnie Walker Black Label is the result o' decades o' planning. Every sip is the product o' the rich heritage and skill o' the Johnnie Walker Master Blenders, as they select 'rom up to 40 whiskies 'rom over 700 casks. Johnnie Walker Black Label has stood the test o' time and remains the cornerstone o' the Walker port'olio, d he explains. The Iconic Bottle George Walker traveled the globe establish- ing international distribution networks that helped propel the collection o' Walker whis- kies into a pioneering brand across the world. In addition to the distinctive slanted label and square bottle shape, the next step in making the Johnnie Walker brand easily rec- ognizable was a collaboration with cartoonist Tom Browne, which resulted in the creation o' one o' the world 9s frst advertising icons: the 'amous 8Striding Man 9. Over the century, the look o' the bottle, despite a 'ew tweaks, has essential- ly stayed the same, maintaining its power'ul brand identity among consumers. Ongoing Buzz In tandem with the release o' the limited edition bottle, Diageo has unrolled a new campaign entitled 100 Years of Progress , which will include a high-impact visual the- atre program, POS materials and a robust na- tional public relations campaign. cThe compelling story o' 100 years o' Johnnie Walker Black Label will be activat- ed on every plat'orm and consumer touch- point, including advertising, public relations, www.johnniewalker.com and in-store dis- plays, d Kleinman explains. cIn addition to the Limited Edition Collector 9s Pack, high- impact video displays and a variety o' other visual elements have been created 'or various store 'ormats. Consumers are being invited to join in the anniversary celebration at home with a mail-in o''ering o' beauti'ul etched an- niversary 8Striding Man 9 glassware. Even our extensive nationwide mentorship program o' on- and o''-premise events will receive a spe- cial Black Label 100 th anniversary twist. d As they begin to dive into another cen- tury, Johnnie Walker Black Label is conf- dent about the 'uture and maintaining the level o' quality they have been recognized 'or over the past century. As Kleinman says, cThe 100 Years of Progress campaign will set the stage 'or 100 more. d n brand profile Keep on Walking Johnnie Walker Black Label Celebrates 100 Years of Innovation and Sets the Stage for 100 More By Alia Akkam 1909 1920 1930 1950 1970 To honor the occasion, Diageo will be releasing a new Johnnie Walker Black Label Centenary Limited Edition Collector 9s Pack. The sleek black bottle is embellished with gold and a timeline of the brand 9s key milestone dates on the back. 2009

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