Their trustees invested the proceeds, £417, in an Italian warehouse, grocery, and wine and spirits shop on the High Street in Kilmarnock, Ayrshire, Scotland.

The other identifying characteristic of the Johnnie Walker bottle was – and still is – the label, which, since that year, is applied at an angle of 24 degrees upwards left to right and allows text to be made larger and more visible.

[7] One major factor in his favour was the arrival of a railway in Kilmarnock, carrying goods to merchant ships travelling the world.

[16] Cardhu's output became the heart of the Old Highland Whisky and after the rebranding of 1909, the prime single malt in Johnnie Walker Red and Black Labels.

[7] In 1909, as part of a rebranding that saw the introduction of the Striding Man, a mascot used to the present day that was created by cartoonist Tom Browne,[17] the company re-branded their blends to match the common colour names.

[6] This ensured a steady supply of single-malt whisky from the Cardhu, Coleburn, Clynelish, Talisker, and Dailuaine distilleries.

[20] Most of their output was used in Johnnie Walker blends, whose burgeoning popularity required increasingly vast volumes of single malts.

[21] In 1932, Alexander II added Johnnie Walker Swing to the line, the name originating from the unusual shape of the bottle, which allowed it to rock back and forth.

In July 2020, Johnnie Walker announced plans to release a new environmentally-friendly paper bottle set to debut in early 2021.

Photographs replaced the drawings in the 1930s, and the Striding Man was miniaturised to a coloured logo in 1939; it first appeared on the Johnnie Walker labels in 1960.

[50] In 2009, the advertising agency Bartle Bogle Hegarty (BBH) created a new short film, starring Robert Carlyle and directed by Jamie Rafn, titled The Man Who Walked Around the World, which outlined the history of the Johnnie Walker brand.

The Green Label received a string of three double gold medals from the San Francisco World Spirits Competition between 2005 and 2007.

[67] Winston Churchill's favourite whisky was Johnnie Walker Red Label, which he mixed with a large amount of water and drank throughout the day.

[69] At the height of his fame in the late 1960s, New York Jets quarterback Joe Namath said, "I like my girls blonde and my Johnnie Walker red".

[71] A number of singers and songwriters have referenced Johnnie Walker in their works, from Amanda Marshall to ZZ Top.

[74] In the 2007 film The Man from Earth, the main character John Oldman (David Lee Smith) produces a bottle of Johnnie Walker Green Label, with his friends commenting on its quality.