In 1819, John Walker's father died. In 1820, John Walker, who was only 14 years old, began working in his family's grocery store and learned to mix whiskey in the store. He applied his experience in blending tea to whisky, and began to experiment with whisky. Before long, the whiskey he blended was well-known in the west of Scotland. This whiskey had a deep and delicate taste and was very popular. And laid the foundation for a world-wide wine dynasty.
In 1920, Johnnie Walker had been exporting to 120 countries around the world, becoming the first truly global brand before Coca-Cola left Atlanta. In 1933, the Distillers company that produced Johnnie Walker was granted a royal charter to supply whiskey to King George V. It is still the official whiskey supplier to the British royal family.
In 1966, United Brewing Group was selected as the world's best brewing group in the world's most authoritative international wine competition, and its brand, Johnnie Walker, became a world-famous brand.
In December 2004, Johnnie Walker began to vigorously launch TV programs in China to promote the brand. Although it is slightly late compared with competitors (such as Hennessy and Chivas Regal), Stuart Fletcher, president of Diageo's international division, said it is just the right time. It's a good marketing strategy to attack in a big way after your competitors have already spread the idea of ??Scotch whiskey consumption.
Johnnie Walker (Chinese translation "John Walk" in Taiwan) has been sold in Taiwan for 20 years. While cultivating a large group of loyal consumers of Scotch whiskey, it has also achieved a market leader position. , Stuart Fletcher expressed his hope to achieve such a position in the Chinese mainland market in 5 to 10 years. In order to achieve this goal, Johnnie Walker has also done a lot of marketing work while advertising, and plans to sponsor a golf tournament in April 2005.
Johnnie Walker targets young people over the age of 25 and strives to build itself into a fashionable luxury brand. Stuart Fletcher said, "Building a brand does not mean how many bottles of wine you sell, but it means that each consumer has a personal benefit and a personal experience. We must make our consumers have a positive impression of our brand." This kind of emotion requires a lot of time to invest and a lot of patience.”
Johnnie Walker [Blue Label] Whiskey JOHNNIE WALKER BLUE LABEL is a member of the Johnnie Walker whiskey family. A top-notch brew, it is carefully selected from the oldest whiskeys from many places in Scotland, including whiskeys that are as old as 60 years old.
In 2013, Johnnie Walker’s official flagship store was officially launched. November 11 is Singles' Day, a themed event for singles not being alone. On that day, the gentlemen's express delivery service in Shanghai was launched. On November 28th, Thanksgiving Day, a gratitude bag and heart-warming message campaign was launched. During the Christmas season, the Golden Secrets of Christmas Stockings campaign is launched. In January 2014, in order to welcome the New Year in the Year of the Horse, we launched the New Year’s Gifts and Dreams Forward campaign. Johnnie Walker's trademark was originally a walking British gentleman. However, in the early 2000s, in order to make the product more international, the original clear figure was turned into an abstract shape, removing the ethnic characteristics of the original trademark character. .
In 1908, the famous illustrator Tom Browne designed a logo for the company, and the logo he gave was considered to be very similar to John Walker, the founder of Johnnie Walker: long Knee-length pants, work clothes, glasses, hat and walking stick. Hands are not only used to hold a gentleman's cane, but also to blend countless unique whiskeys; the spirit of the feet is not only because it is inextricably linked to walking, but also lies in the formation of a spiritual meaning: keep moving forward, forever do not give up. "Striding man" represents Johnnie Walker's ultimate pursuit of high quality. Just like on the golf course, there is never the best, only better.
The same is true for the art of blending whiskey: the spirit of meticulousness, the pace of constant exploration and advancement...
This brand trademark also made George Good Stevenson attach a legendary sentence to accompany Johnnie Walker's "Walking Gentleman" has gone through the ups and downs of history: "Born 1820—Still going strong."
From 1908 to 1925, and then to 1997, the continuous improvement of the trademark "Walking Gentleman" is precisely It embodies Johnnie Walker's pioneering spirit and tradition of continuous innovation.
In 1999, Johnnie Walker's "keep walking" appropriately used the new "walking gentleman" logo of Johnnie Walker, combined with the ritual that marked personal real-life experience - journey, to create Johnnie Walker injects new brand power and demonstrates brand charm.
Brand spirit
“Keep Walking forever” is the brand spirit and concept that Johnnie Walker has always adhered to. Whether in product brewing or brand development, we always adhere to the best quality assurance and an attitude of constantly moving forward. Johnnie Walker's walking gentleman image conveys the spirit of "Keep Walking Forever Forward". It vividly shows that Johnnie Walking is a marcher who keeps moving forward.
Johnny Walker’s official Weibo uses the Keep Walking spirit to create a series of inspiring chicken soup for the soul, conveying positive energy and inspiring countless aspiring people to pursue their dreams and study hard.
When you taste Johnnie Walker whiskey, you will feel from its brand logo the beliefs and pursuits of the Johnnie Walker family - to keep moving forward through unremitting efforts. The spirit of success can inspire you to overcome difficulties and realize your dreams.