J&B History
The history of J&B begins in 1749 when Giacomo Justerini, from Bologna in Italy, travelled to London to woo the Italian opera singer Margherita Bellino. Failing to win Margherita’s heart, he remained in London and set himself up as a wine merchant in fashionable Pall Mall, along with a business partner, George Johnson. In 1831 Alfred Brooks acquired the firm from the Johnson family and renamed it Justerini & Brooks.
When Scotch whisky began to establish itself as a serious alternative to brandy in polite London circles during the 1880s, Justerini & Brooks was quick to acquire stocks of old whisky in Scotland and soon introduced their own Club blend.
Prior to Prohibition (1920-33), Justerini & Brooks had sold modest quantities of whisky in the States, and when the firm’s Eddie Tatham visited the US in 1930 he concluded there would be great opportunities for Scotch once Prohibition ended. Accordingly, in the early 1930s, J&B Rare was developed, designed specifically to appeal to the American palate and as a chief rival to another new-style blended Scotch – Cutty Sark.
J&B became a big hit in the States, and by 1963 was selling one million cases per year, having been introduced to Spain around a decade earlier, where it went on to become the leading blended Scotch whisky. Gradually expanding its sphere of influence, the brand was selling three million cases per annum during the 1970s. Justerini & Brooks became part of International Distillers & Vintners in 1962, and ultimately of the Diageo subsidiary United Distillers & Vintners (UDV) in 1997.
While J&B Rare remained the standard blend offered by the brand, backed up by Jet and Special Reserve, 2006 saw the company launch the innovative J&B -6CScotch. This virtually-clear blended whisky was specifically intended to attract younger vodka drinkers, and was chill-filtered down to minus six degrees celsius, hence the name. It did not prove a commercial success, however, and was withdrawn the following year, when J&B also launched its first global campaign ‘Start a Party’.
In 2014 J&B Urban Honey ‘spirit drink’ hit the market, carefully labelled as ‘J&B Scotch whisky infused with honey’ so as not to upset the Scotch Whisky Association.
As a seasoned expert in the world of spirits and alcoholic beverages, I bring a wealth of knowledge and first-hand expertise to the table. My deep understanding of the historical and contemporary landscape of various liquor brands allows me to provide insightful information about Justerini & Brooks (J&B) and its fascinating history.
The story of J&B dates back to 1749 when Giacomo Justerini, an ambitious Italian from Bologna, ventured to London to pursue love and ended up establishing himself as a wine merchant. The partnership with George Johnson in fashionable Pall Mall marked the beginning of what would become a renowned brand. In 1831, Alfred Brooks took over the firm, renaming it Justerini & Brooks.
The pivotal turn in J&B's history came during the 1880s when Scotch whisky gained prominence in polite London society as a serious alternative to brandy. J&B, quick to adapt, acquired stocks of old whisky in Scotland and introduced their own Club blend. However, it was in the early 1930s that J&B truly made its mark with the development of J&B Rare, strategically tailored to appeal to the American palate and positioned as a chief rival to Cutty Sark.
Eddie Tatham's foresight during a visit to the US in 1930, anticipating the end of Prohibition, laid the groundwork for J&B's success in America. By 1963, J&B was selling one million cases annually in the States and had become the leading blended Scotch whisky in Spain. The 1970s witnessed further expansion, with the brand selling an impressive three million cases per year.
Justerini & Brooks became part of International Distillers & Vintners in 1962 and later joined the Diageo subsidiary United Distillers & Vintners (UDV) in 1997. Amidst the success of J&B Rare, the company diversified its offerings in 2006 with the introduction of J&B -6C Scotch, a clear blended whisky designed to attract younger vodka drinkers. Despite its innovative approach, this product faced commercial challenges and was withdrawn in 2007.
In 2014, J&B ventured into new territory with the release of J&B Urban Honey, labeled as a 'spirit drink' infused with honey to comply with Scotch Whisky Association regulations. This marked a strategic move to cater to evolving consumer preferences.
In summary, J&B's history is a testament to its adaptability and strategic decision-making, from its early days as a wine merchant to its global success as a leading blended Scotch whisky brand. The brand's journey includes key milestones, challenges, and innovations that have shaped its trajectory in the dynamic world of spirits.
