KNOW YOUR BRANDS

(LIQUOR)

Vipul Aroh
P1001

BRAND NAME

The Glenlivet "The

single malt that started it

all"

THE ORIGINS
Established in 1824 The Glenlivit distillery was established at Upper Drumin by

George Smith and his youngest son John Gordon Smith

Oldest legal distillery in the parish of Glenlivet, and the production place of the Scottish whisky of the same name

THE STORY
Illicit distilleries were commonplace throughout the Speyside area from
medieval times but were largely made redundant with the passing of the Excise Act, in 1823. It was under this legislation that legal distilleries could be formed, subject to holding a license. Alexander Gordon, 4th Duke of Gordon, was allegedly instrumental in the passing of this legislation. Although there is no historical record of his involvement in the issue, his tenant, George Smith, who was operating an illicit distillery at the time, became the first person in Glenlivet to apply for and receive a license to legally produce spirit.

THE GLENLIVET THROUGH THE AGES

Glenlivet Distillery (George & J.G. Smith, Ltd.) merged with the Glen Grant Distillery (J. & J. Grant Glen Grant, Ltd.) in 1953 to form The Glenlivet and Glen Grant Distillers, Ltd.. Merged with Hill Thomson & Co., Ltd. and Longmorn-Glenlivet Distilleries, Ltd. in 1970 Changed their name to Glenlivet Distillers Ltd in 1972

THE GLENLIVET THROUGH THE AGES

Purchased by Canadian drinks and media company Seagram in 1977 Seagram's alcohol production interests were acquired by Pernod Ricard and Diageo during 2000, with ownership of Glenlivet Distillers passing to Pernod Ricard Glen Grant Distillery was sold to Campari Group in 2005.

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BRAND NAME Glenfiddich - means Valley of

the deer in Gaelic, hence the

presence of a deer symbol on

Glenfiddich bottles

THE ORIGINS
Founded in 1886 by William Grant in Dufftown, Scotland, in the valley of the River Fiddich

The Glenfiddich single malt whisky first ran from

the stills on Christmas Day, 1887

ABOUT THE BRAND

Glenfiddich is one of the few single malt distilleries to remain entirely family owned It has become the world's most awarded single malt The largest selling single malt in the world Since 1970, Glenfiddich has promoted the Glenfiddich Food and Drink Awards to honour distinguished writing and broadcasting in

the fields of food and drink in the UK.

MUNCHIES
Following difficult times in the 1960s and 70s, many small, independent distillers were bought up or went out of business. In order to survive, W. Grant & Sons expanded their production of the drink, and introduced advertising campaigns, a visitors' centre and from 1957 packaged the Scotch in distinctive triangular bottles Later, W. Grant & Sons was one of the first distilleries to package its bottles in tubes and gift tins, as well as recognising the importance of the duty-free market for

spirits
It is sold in 180 countries, and accounts for about 35% of single malt sales

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BRAND NAME
Glenmorangie derived from either Gaelic gleann mor na sith "vale of tranquillity" or gleann

mr innse "vale of big meadows

A distillery in Tain, Ross-shire, Scotland that produces single malt Scotch whisky

THE ORIGINS
The production of alcohol started at Morangie Farm in 1738, when a brewery was built that shared the farm's water source, the Tarlogie Spring A former distillery manager, William Matheson, acquired the farm in 1843 and converted the Morangie brewery to a distillery, equipped with two second hand gin stills He later renamed the distillery Glenmorangie

THROUGH THE AGES

The distillery was purchased by its main customer, the Leith firm Macdonald and Muir, in 1918 The family sold the company in 2004 for around 300 million to the French drinks company Mot Hennessy Louis Vuitton

ACCOLADES
Glenmorangie's 12-year Lasanta and 18-year single malt spirits, for example, have never received less than gold medals at the San Francisco World Spirits Competitions The 12-year Lasanta has received "Tier 1" status from Proof66.com, which aggregates liquor ratings from the San Francisco World Spirits Competition, Wine Enthusiast, and others

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BRAND NAME Johnnie Walker Keep Walking

THE ORIGINS
Originally known as Walker's Kilmarnock Whisky, the Johnnie Walker brand is a legacy left by John "Johnnie" Walker after he started to sell whisky in his grocer's shop in Ayrshire, Scotland Alexander Walker first introduced the iconic square bottle in 1870 From 1906 to 1909 John's grandsons George and Alexander II expanded the line and introduced the colour names

The Striding Man, a figure used in their advertisements to this day, in honour
to the founder, and was given the same name

THE COLOURS
Every type of Johnnie Walker scotch has a label colour as previously noted, except for the aforementioned Swing label. The purpose is to denote the different type of scotch and to position them to be used for different occasions. For example, Johnnie Walker Blue Label is rare and expensive, and so it is intended to be used for special occasions.

THE STRIDING MAN

A key feature of every bottle of Johnnie Walker scotch is the Striding Man logo. It was created in 1908 by an illustrator named Tom Browne to be a likeness of John Walker in traditional attire. In the logo, the man is walking forward, which Diageo says symbolises forward thinking and the pursuit of excellence. Diageo has created "The Striding Man Society which is a members club for Johnnie

Walker drinkers.

THE LABEL
A key aspect of its marketing is the slanted label. This was an advertising tool developed by Alexander Walker who thought it would help his bottles stand out on the shelf. Each Label is angled at exactly 24 degrees. The angled label means the text on the label could be made larger and more visible.

THROUGH THE AGES

The company joined Distillers Company in 1925 Distillers was acquired by Guinness in 1986 Guinness merged with Grand Metropolitan to form Diageo in 1997 Johnnie Walker is no longer blended in Kilmarnock, and has not been for many years

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BRAND NAME
Jack Daniels a brand of sour mash Tennessee whiskey that is among the world's best-selling liquors Known for its square bottles and black label

THE ORIGINS AND JOURNEY

The distillery was founded in 1875 Tennessee passed a state-wide prohibition law in 1910, preventing the legal distillation of Jack Daniel's in the state In 1907, due to failing health, Jack Daniel gave the distillery to Motlow, his nephew Jack died in 1911 from blood poisoning

The distillery moved to St Louis, Missouri and Birmingham, Alabama

THE ORIGINS AND JOURNEY

The introduction of prohibition in 1920 (until 1933) stopped production in St Louis; production in Alabama having been stopped earlier by that state's prohibition laws Production restarted in 1938 The U.S. government banned the manufacture of whiskey during World War II and a little beyond, from 1942 to 1946. Production of Jack

Daniel's resumed only in 1947 after good quality corn was again available

MUNCHIES
Despite being the location of a major operational distillery, Jack Daniel's home county of Moore is a dry county, so the product is not available for consumption at stores or restaurants within the county, although the distillery does sell commemorative bottles of whiskey. Jack Daniel's historically has been produced at 90 U.S. proof but in October 2004, it was announced that all generally-available Jack

Daniel's products would thenceforth be bottled at 80 proof

OLD NO. 7
Some say that Jack Daniel had 7 girlfriends, or that the way he wrote his J looked like a 7. Some say he chose the number 7 simply because its lucky. One story goes that the recipe for Jack Daniels was Mr. Jacks 7th recipe or 7th trial batch. One story says that it was the railroad shipping number on a barrel.

Only Mr. Jack knows the real reason.

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BRAND NAME
Jameson Sine Metu Sine Metu is latin and means without fear. It is the Jameson family motto and was awarded to them back in the 1500s for battling pirates on the high seas.

THE ORIGINS
Established in 1780 when John Jameson established the Bow Street Distillery in Dublin. Long before distilleries began bottling their own whiskey, Jameson insisted that their own labels would bear the John Jameson & Son signature. These labels were a guarantee of quality from the Jameson Distillery.

THROUGH THE AGES

In 1966 John Jameson joined forces with their rivals the Cork Distillers company and John Powers to form the Irish Distillers Group. The New Midleton Distillery built by Irish Distillers now produces most of the Irish whiskey sold in Ireland. The Jameson brand was acquired by French drinks conglomerate Pernod Ricard in 1988, when it bought Irish Distillers.

MUNCHIES
Jameson was Scottish and not Irish Originally one of the six main Dublin Whiskeys, Jameson is now distilled in Cork, although vatting still takes place in Dublin. Jameson is by far the best selling Irish whiskey in the world, as it has been sold internationally since the early 19th century when John Jameson along with his son (also named John) was producing more than a million gallons annually.

MUNCHIES
The bar that sells the most Jameson whiskey annually is located in Minneapolis, Minnesota (USA): in 2008, the Local Irish Pub in Minneapolis sold 671 cases of Jameson, 22 bottles a day. The Local, owned by two Irish expatriates, has been able

to maintain the top-selling title for 4 consecutive years.

Jameson is made following the original 1780 recipe that uses malted barley combined with unmalted barley and other grains. It is distilled three times in copper pot stills to create its famous smoothness and flavour. Jameson sells 30 million bottles a year around the world, making it by far the best selling Irish whiskey.

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BRAND NAME
Jim Beam Bold Choice Currently one of the best selling brands of bourbon in the world

THE ORIGINS
During the late 18th century, members of the Boehm family, who eventually changing the spelling of their surname to "Beam", emigrated from Germany and settled in Kentucky. Since 1795 (interrupted by Prohibition), seven generations of the Beam family have been involved in whiskey production. Their brand was given the name "Jim Beam" in 1933 in honor of James B. Beam, who rebuilt the business after Prohibition ended.

THROUGH THE AGES

Johannes "Reginald" Beam (17701834) was a farmer that began producing whiskey in the style now referred to as bourbon. Jacob Beam sold his first barrels of corn whiskey around 1795. The whiskey was first called Old Jake Beam, and the distillery was known as

Old Tub.
In 1987, Jim Beam purchased National Brands, acquiring brands including Old Crow, Bourbon de Luxe, Old Taylor, Old Grand-Dad, and Sunny Brook. Old Taylor was subsequently sold to the Sazerac Company. Although the Beam / Noe family is still involved, Jim Beam Bourbon is owned by Beam Global Spirits & Wine, which is in turn owned by the holding company Fortune Brands

ABOUT BOURBON
Bourbon is a type of American whiskey a barrel-aged distilled spirit made primarily from corn. The name of the spirit derives from its historical association with an area known as Old Bourbon, around what is now Bourbon County, Kentucky (which, in turn, was named after the French House of Bourbon royal family).

It has been produced since the 18th century.

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BRAND NAME
Isle of Jura Scotch whisky distilled at the Isle of Jura Distillery located on the island of Jura located off the West Coast of Scotland.

THE ORIGINS
Legend has it that Laird Archibald Campbell awoke in the middle of the night to see the ghostly figure of an old woman hovering over his bed. She berated him over the lack of the golden liquid on the island. It was this apparition that persuaded him to reverse his punitive measure and erect a distillery at an old smugglers' cave in the hamlet of Craighouse in 1810.

THROUGH THE AGES

the distillery fell into disrepair and it wasn't until the 1960s when, in a bid to entice new inhabitants to the island, two local estate owners Robin Fletcher and Tony Riley-Smith rebuilt the distillery, employing architect

William Delme-Evans.
By 1963 their work was complete; they had introduced taller stills allowing the distillery to create an eclectic mix of malts, a feature that continues to help differentiate Jura from its island neighbours.

The current owners are White and Mackay

ABOUT THE WHISKY

Jura's liquid story is highly unusual in that there is no discernible 'house style'. Within just the core range you could experience a spectrum of light and heavy, peated and unpeated. There's something for all palates. Jura's location on The Gulf Stream, with its exceptionally mild climate and gentle breezes, together with the local spring water, are significant factors contributing to Jura's smooth, varied and complex flavours.

DIURACHS
With such a small population on the island, the distillery is keen to extend honorary citizenship to fellow Jura whisky lovers around the world. The kindred spirits the distillery attracts will be offered a free dram for life, every month at the Jura pub - an incentive that has already led to a marked uptake in visitor numbers. There is a host of other benefits that come the way of an Honorary Diurach.

THE ISLE
The Isle of Jura is just seven miles wide and thirty miles long and it has only one road, one pub and one distillery. There are six estates on Jura: Ardfin, Inver, Jura Forest, Ruantallain, Tarbert and Ardlussa. Jura is famous for its rich culture of myths, legends and good fortune. The most celebrated tales concern The Prophecy, The Witch of Jura and the Corryvreckan.

ACCOLADES
Jura Prophecy - Gold (Best in Class), International Wine & Spirits Competition 2010 Jura Diurachs' Own 16YO - Gold (Best in Class), International Wine & Spirits Competition 2010 Jura Superstition - Gold, San Francisco World Spirits Competition 2009 Jura Origin 10YO - Silver, International Wine & Spirits Competition 2010

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BRAND NAME
Chivas Regal Ye Olde Shippe A blended Scotch whisky produced by Chivas Brothers The Chivas brand's home is Strathisla Distillery at

Keith, Moray in Speyside, Scotland.

THE ORIGINS
Chivas Brothers traces its roots to the opening of a grocery store at 13 King St, Aberdeen in 1801. The store sold luxury foodstuffs such as coffee, exotic spices, French brandies, and Caribbean rums to a wealthy clientele. During the 1850s, James Chivas decided to respond to his affluent customers' demands for a smoother whisky, by beginning to blend whiskies to create a proprietary blend to Chivas Brothers. Their first blended Scotch whisky named 'Royal Glen Dee' was launched, followed in the 1860s by their second blended Scotch whisky, 'Royal Strathythan'.

THROUGH THE AGES

In the early 1900s, Chivas Brothers decided to create their most aged blended Scotch whisky to export to the U.S. The whisky was named Chivas Regal. Chivas Regal was purchased by Seagrams in 1949, which provided a much wider distribution and marketing system. Chivas Regal was acquired by Pernod Ricard in 2000 upon the breakup of Seagrams Group.

MUNCHIES
Chivas Regal has sponsored The Black Eyed Peas', Robbie Williams', Beyonc's, and Christina Aguilera's tours in Asia. Chivas Regal was the Scotch whisky requested by Sinatra, along with other spirits brands backstage at performances, and Chivas sponsored Frank Sinatra's Diamond Jubilee Tour in 1990. It is the market-leading Scotch whisky aged 12 years and above in Europe and Asia Pacific.

ACCOLADES
Chivas Regal 18yr Gold Signature blended whiskeyperhaps Chivas' best-performing productreceived double gold medals at the 2006 and 2008 San Francisco World Spirits Competitions. Chivas' 21-year whisky has generally garnered silver medals at the competition.

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BRAND NAME
Old Monk Indias most under-rated export, a vatted Indian Rum, blended and aged for 7 years It has gained a cult following without any

advertising all over the world

THE ORIGINS
In the late 1820s, Edward Dyer moved from England to set up the first brewery in India (later incorporated as Dyer Breweries in 1855) at Kasauli in the Himalayan Mountains. The Kasauli brewery launched India's and indeed Asia's first beer, Lion, which was in great demand by the thirsty British administrators and troops stationed in the sweltering heat of India. Lion was much appreciated as a beer, and one famous poster featured a satisfied British Tommy declaring, "as good as back home!".

THROUGH THE AGES

H G Meakin, moved to India and bought the old Shimla and Solan Breweries from Edward Dyer and added more at Ranikhet, Dalhousie, Chakrata, Darjeeling, Kirkee and Nuwara Eliya (Ceylon). After the First World War, the Meakin and Dyer breweries merged and in 1937, when Burma was separated from India, the company was restructured with its Indian assets as Dyer Meakin Breweries, a

public company on the London Stock Exchange.

THROUGH THE AGES

Following independence, N.N. Mohan raised funds and travelled to London where he acquired a majority stake in Dyer Meakin Breweries. He took over management of the company in 1949 and built new breweries at Lucknow, Ghaziabad and Khopoli (near Bombay). The company name was changed to Mohan Meakin Breweries in 1967 (the word "Breweries" was dropped in the eighties

as the company diversified into other industries).

THROUGH THE AGES

On the death of N.N. Mohan in 1969, his eldest son Colonel V.R. Mohan took over as Managing Director. He introduced a number of new products that are brand leaders today but died in 1973, soon after taking the helm. In the 1970s the manufacturing activities of the company were diversified into other fields including breakfast cereals, fruit juices and mineral water under the leadership of Brigadier(Dr.)Kapil Mohan V.S.M link title (Col. V.R. Mohan's brother).

MUNCHIES
The delicious, dark, caramel-nosed, vanilla-and-spice-mouthed desi rum, distilled from sugarcane molasses, has been the countrys widest-selling liquor brand for decades, and has been bagging gold medals at the Monde World Selections since 1982. In India, the blended dark rum weighs in with an alcohol content of nearly 42.8 per cent and comes in two main kinds: the more common seven-year-old XXX variety and a slightly more expensive 12-year-old Old Monk Gold Reserve.

BRAND NAME

Captain Morgan To Life,

Love and Loot.

THE ORIGINS AND JOURNEY

When Sam Bronfman, President and CEO of Seagram's drinks company, arrived in the Caribbean in the 1940s, he was mesmerized by the opportunities presented by spiced rum. He

quickly set about becoming "Rum King of the World" and established a network of trading
relationships with distillers across the region, founding the Captain Morgan Rum Company in 1945. When the company subsequently purchased the Long Pond Distillery in Jamaica, Sam bought an age-old family recipe for spiced rum from the Levy Brothers, two Jamaican

pharmacists from Kingston. That recipe would become the inspiration for Captain Morgan
Original Spiced In 2001, Seagrams sold the "Captain Morgan" brand to Diageo.

ABOUT SPICED RUM

Sugar cane was used to make alcoholic drinks in Egyptian times but it was not until the 16th century that farmers and workers on Caribbean sugar cane plantations took up this ancient tradition. They took molasses, the dark, sticky by-product of the

sugar making process and distilled it into a harsh, strong spirit. Rum in the raw. As
plantations spread, so did the tradition of making rum. Plantations from Jamaica to Latin America each had their own different rum but one thing united them all. They were strong. Very strong. So to soften the blow, distillers would add their own unique recipes of herbs, spices and fruits

WHO WAS CAPTAIN MORGAN?

In 1654 a young Henry Morgan left his native Wales for the West Indies. He never looked back. A born leader, he quickly made Captain and became famous as a legal pirate or Buccaneer, defending British interests and generally rocking the

Caribbean.
His awesome exploits on the high seas earned him a knighthood and by 1680 Sir Henry Morgan was a plantation owner and Governor of Jamaica. There he lived out his final days until his death in 1688.

Centuries later he became the figurehead for a company that became as famous
as the man himself The Captain Morgan Rum Company

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BRAND NAME

Smirnoff the byword for

parties and nightlife all across

the world

THE ORIGINS
Pyotr Smirnov founded his vodka distillery in Moscow in the 1860s under the trading name of PA Smirnoff Pioneering charcoal filtration in the 1870s, and becoming the first to utilize newspaper ads along with charitable contributions to the clergy to stifle anti-vodka sermons, he captured two-thirds of the Moscow market by 1886.

THROUGH THE AGES

In 1904 the Tsar nationalized the Russian vodka industry and Vladimir Smirnoff was forced to sell his factory and brand. Vladimir Smirnov re-established the factory in 1920 in Constantinople. Four years later he moved to Lww (formerly Poland, now Lviv, Ukraine) and started to sell the vodka under the contemporary French spelling of the name, "Smirnoff". The new product was a success and by the end of 1930 it was exported to most European countries.

THROUGH THE AGES

In 1933 Vladimir sold Rudolph Kunett the right to begin producing Smirnoff vodka in North America. In 1938 Kunett couldn't afford to pay for the necessary sales licenses, and contacted John Martin, president of Heublein, who agreed to buy the rights to Smirnoff for the value of the distilling equipment. In 1982, the R. J. Reynolds Tobacco Company acquired Heublein Inc. for $1.4 billion dollars. RJR Nabisco sold the division to Grand Metropolitan in 1987. Grand Metropolitan merged with Guinness to form Diageo in 1997.

MUNCHIES
In March 2006, Diageo North America claimed that Smirnoff vodka was the best-selling distilled spirit brand in the world. The Smirnoff company had the naming rights to the Smirnoff Music Centre, a concert amphitheatre in Dallas, Texas from 20002008. They also sponsored the Smirnoff Underbelly, a major venue at the Edinburgh Fringe.

ACCOLADES
The basic Smirnoff vodka number 21 has performed well at spirit ratings competitions. It was awarded a double gold medal (the highest award) at the 2009 San Francisco World Spirits Competition. In a 2005 New York Times blind tasting of 21 world-class vodkas, Smirnoff won as the "hands-down favourite".

THE LOGO

BRAND NAME

Absolut a brand of vodka,

produced near hus, Skne, in

southern Sweden.

THE ORIGINS
Absolut Vodka was established in 1879 by Lars Olsson Smith. Smith introduced fractional distillation that produces liquor without fusel alcohol in Sweden in 1877, under the name "Tiodubbelt Renadt Brnnvin" (Tenfold Purified Vodka). The name was changed to "Absolut Rent Brnnvin" (Absolutely Pure Vodka) by Smith to market his much improved product.

THROUGH THE AGES

In 1917, the alcohol industry in Sweden was monopolized by the Swedish government. In 1979, the old name Absolut was picked up when the upper-price range Absolut Vodka was introduced. ABSOLUT used to belong to V&S Absolut Spirits within V&S Group which was owned by the Swedish Government. The Government decided to sell V&S

Group to Pernod Ricard and the closing of the deal was July 24, 2008. The
company is currently owned by Pernod Ricard Holding Company.

ABSOLUT ADS
Much of Absolut's fame is due to its long-running advertising campaign, created by advertising agency TBWA, based on the distinctive bottle shape. Having started around 1980 with photographer Steven Bronstein, and with more than 1500 ads, the ad campaign is the longest running ever. The ads frequently feature an Absolut bottle-shaped object in the center and a title "ABSOLUT ____." at the bottom.

MUNCHIES
Since 2005, Absolut has offered Absolut-Tracks: one base song ("Breathe") by Lenny Kravitz and ten remixes by different musical artist from all over the world, including Luny Tunes, Nikko Patrelakis,

Jazzanova, Ashley Beedle and Little Louie Vega. Each track has its own
video, and all are available as free downloads. Some of the poster ads (mostly at bus stops and train stations) featured a headphone jack into which standard headphones could be plugged in so that anyone could

listen to the song.

MUNCHIES
In 2007, Absolut began its "In An Absolut World" campaign in which the company posted various, often fanciful scenarios of what the target audience might think would constitute a perfect, or "Absolut", reality. In 2008, an Absolut Vodka ad, placed in Mexican publications and on Mexican billboards, featured a map of the U.S. and Mexico with the boundaries between the two as they were prior to the 1836 Texas Revolution

and the Mexican-American War.

MUNCHIES
Over the years Absolut has commissioned not only over 300 painters, but leading artists in all fields, including sculptors, glass designers, musicians and fashion designers. Digital art pioneer Laurence Gartel designed a campaign for Absolut Vodka in 1990, joining artists such as painters Andy Warhol, Dadara, Kurt Wenner, and glass artist Hans Godo Frabel. In 1998, Absolut commissioned famed digital artist and painter, Bill Barminski, to create one of the largest and most expensive bilboards located on the Sunset Strip in Hollywood, where it remained for over two years.

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BRAND NAME

Grey Goose a premium

French vodka brand owned by

Bacardi.

THE ORIGINS
Grey Goose was designed for the American market in 1997 by Sidney Frank, a self-made billionaire. After the advent of the premium vodka market by rival Polish vodka brand Belvedere vodka in 1996, his concept was to create a high quality vodka for Americans. He took the idea from the notion of French manufacturing having an inherent link with high perceived quality, quickly dispatching a team to Europe. Grey Goose was created as a result.

ABOUT GREY GOOSE

Among French vodkas, Grey Goose has some competitors, as the French vodkas Nuage, Idol, and Ice Kube are also now on

the market.
Grey Goose vodka is bottled with a replaceable cork rather than a screw-top cap. In 2004, Sidney Frank sold the brand to Bacardi for $2.2 billion.

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