Johnnie Walker Advert Description
Publication: The Field
Date: December 12, 1963
Title: Why is Johnnie Walker in a square bottle?
Visual Description:
The advert prominently features an overhead view of a Johnnie Walker square bottle with its cap, showcasing the unique shape of the bottle and its cap. Surrounding the main image are smaller illustrations and text sections.
Caption/Text in the Advert:
“Why is Johnnie Walker in a square bottle?”
Main Text:
“No reason at all. It could just as easily be in a round one—but, whatever the shape, the inimitable flavour would still be there. The Johnnie Walker square bottle, however, does make it a lot easier to pick out from all the others; helps you to find what you want right away. Johnnie Walker’s square bottle has become famous and well-loved all over the world; but it’s the fine whisky inside it that has made the bottle famous, not the other way round.”
Subsections:
The heart of the matter
“At its most complicated (and officially whisky is ‘a spirit obtained by distillation from barley and other grains saccharified by the diastase of malt’). To be more simple, malt whisky is straight barley grown and distilled. Fine grain and finesse come from the energy inside it. How it is done is important only to the distiller. That it is done well is important to everyone who appreciates fine Scotch whisky. That Johnnie Walker is the world’s favourite whisky seems evidence enough of this.”The 3,000-year-old flavour
“Barley for Johnnie Walker is malted over slow-burning peat fire. The peat is cut from the moors beneath the heather. It has been lying there for thousands of years. Its aroma of smoke—the ‘reek’ as it’s called—helps to give Scotch whisky its special distinctive flavour.”
Trending StoriesThe man with the nose in a million
“George Thomson is the chief blender. Each year he personally blends whisky from nine million gallons, using his ‘nose’ to judge for quality and taste. Making sure that Johnnie Walker stays the same for you, is very largely the responsibility of George Thomson—and his nose.”A well-kept secret
“Johnnie Walker is a blend of malt whiskies and grain whiskies. Blending is a very demanding art, for there is no standard flavour, but rather an infinite range in the flavours of the individual malt and grain whiskies. The exact blend, to give the perfect balance, is the closely guarded secret. Don’t let anyone ever tell you that all Scotch whiskies taste the same!”Who was Johnnie Walker?
“As you would expect, he was the man who started it all. Johnnie Walker was a real man, who started life as a grocer’s son, set up his own wine and spirit business in Kilmarnock in 1820. The famous walking figure, introduced in 1909 by Tom Browne, R.I., a famous illustrator of the day. It was based on a silhouette portrait of the founder.”
Trending Stories
Product Information:
“Red Label: Bottle, 48/6 (24 fl. ozs.), Half Bottle, 23/3, Quarter Bottle, 11/9, Miniature, 3/2 (U.K. prices).”
Slogan:
“SAY JOHNNIE WALKER”
Welcome to The Whiskey Wash Vintage Johnnie Walker Advert Archive
This archive presents a collection of over 100 adverts for Johnnie Walker, spanning from the 1910s to the 1960s. It captures a dynamic period in global history, marked by profound political and social changes, including two World Wars, the Great Depression, the rise and fall of empires, and the dawn of the Cold War. These events profoundly shaped societal attitudes and lifestyles, mirrored by the mid-20th century movements like the civil rights struggle, decolonization in Africa and Asia, and significant technological and cultural advances, reflecting a world rapidly evolving in its complexity and interconnectedness.
The impact of these global events on whisky production, advertising, and commerce was substantial. Resource scarcities and economic challenges during the World Wars and the Great Depression necessitated innovations in marketing and production efficiency. Following the war, the economic boom, increased global affluence, and the expansion of mass media enabled whisky brands like Johnnie Walker to engage a broader audience through increasingly sophisticated advertising campaigns. This era also witnessed the ascension of consumer culture and branding as pivotal elements of commerce, with companies using evolving advertising techniques to cultivate brand identity and foster loyalty in a competitive market.
Why Johnnie Walker?
Johnnie Walker has not only been a frontrunner in the whisky industry since its establishment in 1820 but has also played a pivotal role in shaping the advertising world. These adverts offer more than just a glimpse into the brand’s history; they serve as a mirror reflecting societal changes, evolving marketing trends, and the artistry of generations past. From classic artwork to memorable slogans that have stood the test of time, Johnnie Walker’s global influence is undeniable.
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To ensure that this archive serves as a valuable resource for everyone—from researchers and students to whisky aficionados and art lovers—we are offering it under a Creative Commons license. This means that you are free to use, share, and adapt the content for any purpose, even commercially, provided you give appropriate credit.
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Dive into our collection to explore the rich visual and historical aspects of Johnnie Walker adverts. Whether you’re here to draw inspiration, conduct academic research, or simply admire the artistry, this archive is yours to explore.
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