Diageo accounts for more than 30% of global spirits. Now it manages 14 of the top liquor brands in the world, including the world's first vodka Smirnoff (Crown), the world's first scotch whisky JohnnieWalker (johnnie walker) and the world's second scotch whisky J&: B (Treasure), the world's first liqueur Baileys, the world's second rum CaptainMorgan and the world's first imported gin. Most of these brands have a very long history, and some even have a history of more than 250 years.
However. What is even more unexpected is that it is such a company, and its establishment time is only 1997. To some extent, the history of mergers and acquisitions of well-known wine brands is the history of Diageo's enterprise development.
One hundred years ago, the Walker family in Scotland set up their own wine workshop. 1920, its main product JohnnieWalker has been exported to 120 countries all over the world. George, the third generation manager of the Walker family, is a marketing genius. He has established a worldwide sales network all over the world, and his brand logo "Walking Gentleman" occupies a place in the history of advertising. It was under George's leadership that a series of acquisitions began. 1925, the world's three major whisky brands Vauxhall, Dewar and Baganas formed Stiehler Co., Ltd. 1986, the wine giant Guinness bought the distiller company and changed its name to Uited Distillers Company.
1997, Guinness merged with GrandMet to form Diageo. Since 2000, Diageo has introduced more high-end liquor brands through a series of successful mergers and acquisitions, becoming the only group in the world that simultaneously deals in spirits, wine and beer.
Here's a brief introduction to johnnie walker and black whisky.
Johnnie Walker whisky owned by United Brewing Company is a model of Scotch whisky. Since the establishment of 1820, johnnie walker family has always maintained its original quality and characteristics with the excellent technology and professionalism of the chief allocators in previous dynasties, and won numerous awards in the world. 1996, United Brewing Group was selected as the best brewing group in the world in the most authoritative international wine competition.
/kloc-in 0/820, John E. Walker, a scot, made his first attempt to make whisky. He applied the experience of mixing tea leaves to the blending of whisky and found that the blended whisky tasted deeper and more refined. After the death of John E. Walker, Alexander, who was only 20 years old, followed in his father's footsteps and brewed a brand-new blended whisky, named "Old Highland Whiskey", which was the predecessor of John Walker Black Card. 1867, Alexander registered the trademark ownership, and designed eye-catching tilted trademarks and square bottles, creating an unparalleled whisky on the market. In this way, the Walker family has been tirelessly studying the blending technology of whisky for generations, concocting unparalleled whisky, and establishing its brand's supreme position in the world.
Johnnie walker [Black Label] Whisky JOHNNIE WALKER BLACK LABEL Johnnie Walker is the world's leading high-quality whisky, which uses 40 kinds of high-quality single malt whiskies and is stored in a strictly controlled environment for at least 12 years. Black brand is a kind of high-grade whisky, which has a high sales volume in duty-free shops around the world and won many awards internationally. 1994, 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 with mellow fragrance, which deserves careful tasting.
From high to low:
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Johnnie walker [Zunhao] Best Whisky johnnie walker Swing Advanced
Johnnie walker [Blue Brand] Best Whisky johnnie walker Blue Brand
Johnnie walker [Gold] Whisky johnnie walker Gold Label
Johnnie walker [Green Brand] Whisky johnnie walker Green Label
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Johnnie walker [red card] whiskey johnnie walker red label
Johnnie walker entered the Chinese mainland market on 1995, in which black was mainly promoted in Asia, with high popularity and recognition.