Diageo accounts for more than 3% of the global spirits. It now manages 14 of the top 1 liquor brands in the world, including the world's number one vodka Smirnoff, the world's number one scotch whisky JohnnieWalker (johnnie walker) and the world's second scotch whisky J&: B (Treasure), Baileys, the world's first liqueur, CaptainMorgan, the world's second rum, Tanqueray, the world's first imported gin, Guinness, and so on. Most of these brands have a very long history, and some even have a history of more than 25 years.
however. What is even more unexpected is that it is such a company, which was only established in 1997. To a certain extent, the history of well-known brands in the merger and acquisition of wine industry is the history of Diageo's enterprise development.
One hundred years ago, the Walker family in Scotland set up their own wine workshop. In 192, its main product, JohnnieWalker, was exported to 12 countries around the world. George, the third generation manager of Walker family, is a marketing genius. He has established a worldwide sales network around the world, and his brand logo "Walking Gentleman" has a place in the history of advertising. It was under George's leadership that a series of acquisitions began. In 1925, the world's three major whisky brands, Walkers, Dewar and Buchanans, formed stillers Co., Ltd. In 1986, Guinness, a wine giant, acquired Distillers and renamed it Uited Distillers Company.
in p>1997, Guinness and GrandMet merged to form the current Diageo company. Since 2, Diageo has introduced more high-end liquor brands through a series of successful mergers and acquisitions, becoming the only group in the world that deals in spirits, wine and beer at the same time.
the following is a brief introduction of johnnie walker and black-label whisky
Johnnie Walker whisky owned by UNITED DISTILLERS is a model of Scotch whisky. Since its establishment in 182, johnnie walker family has always maintained its original quality and characteristics with the excellent technology and dedication of the chief allocators of past dynasties, and won numerous awards internationally. In 1996, United Brewing Group was selected as the best brewing group in the world in the most authoritative international wine competition.
in p>182, John Walker, a scot, began his first attempt to blend whisky. He applied the experience of mixing tea leaves to the blending of whisky, and found that this blended whisky had a deeper and more refined taste. After the death of John Walker, Alexander, who was only 2 years old, followed his father's footsteps and made a brand-new blended whisky, named "Old Highland Whiskey", the predecessor of Johnnie Walker's black card. In 1867, Alexander registered the trademark ownership, and designed an eye-catching tilted trademark and a square bottle, creating an unparalleled whisky in the market. In this way, the Walker family has been assiduously researching the blending technology of whisky from generation to generation, concocting unparalleled whisky, and establishing its brand's supreme position in the world.
johnnie walker [Black Label] whisky JOHNNIE WALKER BLACK LABEL〔 is the world's leading premium whisky, which uses 4 kinds of high-quality single malt whiskies and has been stored in a strictly controlled environment for at least 12 years. Black brand is a high-grade whisky with high sales volume in duty-free shops around the world, and it has won many awards internationally. In 1994 and 1996, [Black Card] won the gold medal in the most authoritative international wine competition in the world, so [Black Card] is really a unique wine, fragrant and mellow, and it is worth tasting carefully.
The series from top to bottom are:
johnnie walker [Zunjue] premium whisky JOHNNIE WALKER PREMIER
johnnie walker [Zunhao] premium whisky JOHNNIE WALKER SWING SUPERIOR
johnnie walker [Blue Brand] premium whisky JOHNNIE WALKER BLUE LABEL
johnnie walker [Gold Medal]. Whiskey JOHNNIE WALKER GOLD LABEL
johnnie walker [green label] Whiskey JOHNNIE WALKER GREEN LABEL
johnnie walker [black label] Whiskey JOHNNIE WALKER BLACK LABEL
johnnie walker [red label] Whiskey JOHNNIE WALKER RED LABEL
johnnie walker entered the Chinese mainland market in 1995, among which Black is a key product promoted in Asia, with high popularity and recognition.