The Ultimate Guide To J&B Rare

J&B Rare stands as one of scotch whisky's most enduring success stories, a blend that helped shape drinking culture from Hollywood to Madrid. 
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J&B Rare stands as one of scotch whisky’s most enduring success stories, a blend that helped shape drinking culture from Hollywood to Madrid. 

This comprehensive guide explores how a London wine merchant created one of the world’s most recognizable whiskies.

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The History of J&B Rare

The story begins in 1749 when Giacomo Justerini moved from Bologna to London, establishing a wine merchant in fashionable St James’s Street. The company, Justerini & Brooks, has supplied every British monarch since George III in 1761.

J&B Rare was created in the 1930s by Eddie Tatham, who joined as managing director after WWI. A social butterfly who mingled with Hollywood stars like Fred Astaire and Marlene Dietrich, Tatham saw an opportunity as Prohibition ended in America.

He recruited Charlie Julian, who had created Cutty Sark, to help develop a new blend. Together they crafted a recipe using 42 whiskies, with 40% being malts. By 1961, J&B was shipping one million cases for export, doubling to two million by 1969.

The 1960s and 70s saw J&B become a cultural icon. Frank Sinatra, Dean Martin, and the Rat Pack were often photographed with bottles, while Truman Capote and Audrey Hepburn were also fans. The brand’s distinctive yellow label and retro design, unchanged since the 1930s, gave it instant recognition.

Today, under Diageo‘s ownership, J&B Rare maintains its original recipe, with ‘heart malts’ still coming from Knockando, Auchroisk, Strathmill, and Glen Spey distilleries. While it may not command the same Hollywood status it once did, it remains hugely popular, especially in Southern Europe where it’s marketed as the ultimate party whisky.

Who Owns J&B Rare? 

J&B Rare’s current owner Diageo is just the latest custodian of this historic brand. The ownership journey reflects the consolidation of the spirits industry over the past century, with each owner bringing their own influence to this celebrated whisky.

The complete ownership timeline is:

  • Early 20th century to 1950s: Justerini & Brooks
  • 1950s-1962: United Wine Traders
  • 1962-1972: International Distillers & Vintners
  • 1972-1997: Grand Metropolitan
  • 1997-present: Diageo
Today, Justerini and Brooks is owned by Diageo.


When Justerini & Brooks first owned J&B Rare, they focused on building its reputation as a premium scotch whisky. United Wine Traders expanded distribution, while International Distillers & Vintners helped establish the brand in key European markets like Spain. Under Grand Metropolitan, J&B Rare’s global presence grew significantly.

Today, Diageo manages J&B Rare as part of its extensive whisky portfolio, which includes other famous brands like Johnnie Walker. The company maintains the traditional production methods and recipe, ensuring the whisky retains the character that made it famous. Production still centers on the same four key distilleries – Knockando, Auchroisk, Strathmill, and Glen Spey – that provide the ‘heart malts’ for this distinctive blend.

The J&B Rare Blend

J&B Rare stands apart from other blended scotch whiskies, being the only blend that specifically requires 42 different whiskies in its recipe. This complex formula includes both single malts and grain whiskies, with 40% of the blend coming from malt whiskies.

At its heart are four mandatory single malts – Knockando, Auchroisk, Strathmill, and Glen Spey. These ‘heart malts’ provide the whisky’s distinctive character, while grain whiskies create a subtle canvas that allows the malts to shine. The grain components are particularly important in delivering the whisky’s signature silky texture and helping to open up the flavors of the malts.

While J&B Rare carries no age statement, this is by design. The master blender selects whiskies based on when they reach optimal flavor rather than age, allowing for greater consistency in the final product. Each cask is chosen at precisely the right moment when its flavors will contribute perfectly to the blend.

Today, Diageo’s extensive whisky stocks (around 10 million maturing casks) ensure J&B Rare maintains its consistent quality. With access to 27 malt distilleries and two grain distilleries, the master blender can carefully select casks that maintain the whisky’s traditional character while ensuring a reliable supply of this popular blend.

The result is a light-coloured whisky that’s subtle yet complex, delivering fresh, grassy notes balanced with warming spice and just a hint of smoke. The blend maintains the same character that made it famous in the 1930s, demonstrating remarkable consistency over nearly a century of production.

Awards Won by J&B Rare

J&B Rare has won multiple gold and silver medals in prestigious spirits competitions, including Gold at The Scotch Whisky Masters in both 2014 and 2015.

During the 2010s, the blend consistently demonstrated its quality in major international competitions. In 2015, it earned a Gold Medal in the Blended: Standard category at The Scotch Whisky Masters, run by industry publication The Spirits Business. This was followed by another Gold Medal the previous year in the Blended: Premium category of the same competition.

The whisky has also performed well at the International Wine & Spirit Competition (IWSC), one of the world’s most respected spirits competitions. It secured a Silver Medal in the Scotch Whisky – Blended category in 2013, followed by a Bronze Medal in the same category in 2014.

How To Enjoy 

As well as enjoying this dram neat, Justerini & Brooks has a few different serving suggestions for J&B Rare cocktails to help you find your favorite tipple. 

Signature J&B

50ml J&B Rare
125ml Fevertee Ginger Ale
Cubed Ice
Garnish: Squeeze orange wedge & add as garnish

Signature J&B Aromatic

50ml J&B Rare
125ml Fevertee Pink Aromatic Tonic
Cubed Ice
Garnish: Slice of fresh ginger

Signature J&B Pink

50ml J&B Rare
15ml Strawberry Liqueur
125ml Fevertee Pink Aromatic Tonic
Cubed Ice
Garnish: Grapefruit wedge & strawberry

Signature J&B Julep

Muddle fresh mint leaves with
15ml Sugar Syrup
Add crushed ice
50ml J&B Rare
Top with Fevertree Elderflower Tonic
Garnish: Sprig of mint

Mark Littler

Mark Littler is the owner and editor in chief of the Whiskey Wash. He is also the owner of Mark Littler LTD, a prominent whisky and antiques brokerage service in the United Kingdom. Mark is a well known voice in the whisky industry and has a regular column at Forbes.com and has a popular YouTube channel devoted to everything whisky.

Mark completed the purchase of The Whiskey Wash in late 2023.

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