The document summarizes the history and evolution of Johnnie Walker whisky brand over 200 years, from its origins in Kilmamock, Scotland in 1820 when John Walker opened a grocery shop, to its growth into a global brand under his son Alexander Walker. It traces key events like acquiring the Cardhu distillery in 1893, introducing colored label variations in 1909, and expanding distribution worldwide. It highlights the brand's ongoing innovation with new premium blends to mark milestones like its 150th anniversary in 1970 and partnerships to sponsor major events.

1. Brand ManagementBy :Mentor : Adarsh GoelShantanuGhosh M100700002

2. 1805The Birth of A LegendAlexander Walker and his wife Elizabeth Gemmell announce the birth of their son John Walker at Todrigs farm near Kilmamock- the journey begins.

3. 1819Brave BeginningsJohn’s father passes away and the walker sell the assets from todriggs farm, raising a total of £537.15. Its enough to buy a grocery shop in Kilmamock for 14 year old john walker to manage

4. 1825The First StepsJohn Walker is now a successful businessman making a name for himself in the town of Kilmamock, selling everything from his writing papers to his own whiskies.

5. 1837Another WalkerJohn and his wife Elizabeth Purvis celebrate the birth of their first son Alexander. John knows immediately this boy is special: Destined to carry the walker legend around the world.

6. 1843A World of OpportunityThe arrival of the railway in Kilmamock represents perfect timing for the ambitious entrepreneur John Walker who immediately recognises its potential to kick start wholesale trading in scotland and beyond.

7. 1852Starting from ScratchA sudden flood virtually destroys the John Walker’s grocery business – the teenage Alexander steps in to help his father revive his enterprise. Within just a few years, business is thriving again.

8. 1857A New EraJohn Walker passes away and his grocery business is now under Alexander’s guardianship. He vows to take his father’s modest but successful business and in time turn it into global phenomenon.

9. 1860A Wise MoveJohn Walker and sons take the family’s whisky worldwide in the iconic square bottle. The blends are shipped across the globe and a commission deal is struck with captains, turning them into brand ambassadors.

10. 1877Standing OutAlexander Walker registers the renowned slanted Johnnie Walker Label. This unique label was recognised the world over as the signature of Walker’s old Highland whisky.

11. 1879High Praise from AustraliaThousands of miles from their hometown of Kilmamock, John Walker and sons win their first medal for their whisky at an international exhibition in Sydney. Awards follow in Melbourne, Adelaide and Paris.

12. 1887Success in South AfricaQuality Compromise RejectedAlexander Walker rejects a call for a lower quality whisky to sell cheaper.

13. 1889The Next GenerationAlexander Walker passes away and his sons Alexander ll George, take over the business. Alexander ll is a great blender and George an astute businessman, the perfect team to expand the empire.

14. 1893CARDHU AcquiredThe Walker’s board of Directors makes the decision to acquire the Cardhu Distillery for 20,500, guaranteeing their supply of the exceptional Cardhu single malt and most importantly keeping it from rival blenders.

15. 1906Walker Whisky TrioAlexander’s passion for whisky pays dividends. Walker’s now has three main brands: Old Highland Whisky.

16. Special Old Highland Whisky.

17. Extra Special Old Highland Whisky.1909A RebirthThe Walker’s rename their whiskies in defrence to their customers habit of identifying them by their coloured labels : Then, Johnnie Walker RED Label

18. Johnnie Walker BLACK Label are born

19. 1910Nearly 100 Years ONThe Slogan ‘ Born 1820 – Still going strong !’ is registered as a trademark. Used alongside the Striding Man figure since 1908, together they represent the Walker spirit of progress and forward thinking.

20. Design IconThe famous square bottle, designed by Alexander becomes the standard across the blends. It gives Johnnie Walker its own identity for Good.1920A Golden YearAlexander ll creates a decadent blend to celebrate 100 years of the business. Although it was exclusively given to the most successful directors in the company, it would eventually become available to tha world as Johnnie Walker GOLD Label.

21. 1932Whisky For the WavesSir Alexander Walker creates ‘ Swing – A rich, Gold coloured Whisky. It has a unique bottle shape that’s perfect for travel by ship, as it swings back and forth to cope with the rocking of the sea.

22. 1934 & 1966Royal RecognitionRoyal Connection John Walker and sons receive their first Royal warrant – A mark of quality, excellence and recognition. They remain suppliers to the royal household to this day. John Walker and sons receive the Queen’s award for Export achievement – the highest official UK award for businesses to honour their ongoing progress in export earnings.

23. 1970Happy 150th BirthdayThe Walker family celebrates an incredible 150 years by creating a limiting gift case containing a rare blend and a crystal decanter; at $2,000 it is the most premium of all labels.

24. 1989A Proud SponsorWalker’s sponsor the Golf event that spawns the Johnnie Walker CLASSIC. English great and six time major winner Nick Faldo is the very first winner.

25. 1992The Ultimate LabelJohnnie Walker debut one of its rarest blends:BLUE Label. It is the ultimate whisky experience, defined by the rarity and expense of the single malts use to create this blend.

26. 1995The celebration LabelJohnnie Walker GOLD Label arrives, based on Sir Alexander Walker’s notes from 1920 for a centenary blend. Its decadent, creamy and honeyed flavour makes it the perfect blend for any celebration

27. 1997The FRESH LabelGREEN Label takes the house of Walker to unchartered territory. The use of malts without a grain base, give this label a vibrant flavour that evokes the freshness of the outdoors.

28. 2005Racing AheadJohnnie Walker team partners VODAFONE Mclaren Mercedes in Formula one racing. The joint mission: World Class achievement in the pinnacle of motor sport – from stylish championship events to the ultimate success on the track.