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[INDISTINCT RADIO CHATTER]
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I spent five years in Iraq
reconciling bad actors,
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00:00:23,120 --> 00:00:25,320
getting bad people
to come to our side.
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00:00:25,360 --> 00:00:27,720
-[GUNSHOTS]
-[INDISTINCT SHOUTING]
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00:00:30,040 --> 00:00:31,480
You had to meet
with the bad people
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00:00:31,520 --> 00:00:35,040
in order to find out
how to get the worst people.
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00:00:35,080 --> 00:00:36,720
[INDISTINCT CHATTER]
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00:00:36,760 --> 00:00:39,280
[INDISTINCT RADIO CHATTER]
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00:00:46,120 --> 00:00:49,640
PREGENT: Make sure
your weapon's clean,
your magazine's full,
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00:00:49,680 --> 00:00:51,200
your magazine's been tested,
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00:00:51,240 --> 00:00:53,720
make sure you have batteries
in your night-vision googles.
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00:00:55,560 --> 00:00:57,640
It is one thing to die
by the enemy's hand,
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00:00:57,680 --> 00:01:00,680
the other is to die stupid,
in some sort of accident
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00:01:00,720 --> 00:01:04,320
that you didn't prepare for
by doing your pre-combat checks.
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00:01:04,360 --> 00:01:06,320
[HELICOPTER HOVERING]
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00:01:13,680 --> 00:01:17,000
You get on a helicopter
in the morning,
fly somewhere,
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00:01:17,040 --> 00:01:21,280
meet with a tribal sheik
that used to be
part of al-Qaeda,
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00:01:21,320 --> 00:01:23,680
then you'll go back
to the international zone,
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00:01:23,720 --> 00:01:26,680
you'll put on a suit,
and you'll meet
with an Iraqi official.
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00:01:31,120 --> 00:01:34,040
The worst part of it is
they knew you were coming
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00:01:34,080 --> 00:01:35,800
because you had to
plan the meeting.
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00:01:37,520 --> 00:01:38,720
You'll be invited in the house,
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00:01:38,760 --> 00:01:40,640
the tea will start being
passed around,
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00:01:40,680 --> 00:01:42,960
the conversation
will start flowing.
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00:01:43,000 --> 00:01:46,520
And then you just
got to make sure
your bull [BLEEP] detector is on
28
00:01:46,560 --> 00:01:47,920
so you know when
they're lying to you
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00:01:47,960 --> 00:01:49,280
or when they're
telling you the truth.
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00:01:52,720 --> 00:01:56,520
After a while,
there's an invitation
from the Iraqi,
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00:01:56,560 --> 00:01:58,480
"Okay, let's drink."
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00:01:58,520 --> 00:02:03,840
And at that point,
it's neat, two fingers,
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00:02:03,880 --> 00:02:07,760
everybody has a sip,
the conversation
is still tentative.
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00:02:07,800 --> 00:02:10,120
And then you get
to that second round,
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00:02:10,160 --> 00:02:12,120
and then that second round,
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00:02:12,160 --> 00:02:13,760
that's where
the truth comes out.
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00:02:19,160 --> 00:02:22,160
What was served
to drink in that meeting?
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00:02:22,200 --> 00:02:26,080
We had a budget of $250
to go and find whiskey.
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00:02:30,720 --> 00:02:33,240
It honors them.
You brought a gift.
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00:02:33,280 --> 00:02:36,880
And you brought something
that is forbidden,
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00:02:36,920 --> 00:02:38,240
is mamnue.
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00:02:41,080 --> 00:02:44,040
But in Baghdad,
it had to be
Johnnie Walker Blue.
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[LOOK AT ME NOWBY KING FLEXX]
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00:02:57,480 --> 00:03:02,360
KEVIN KOSAR:
It signifies style,
it signifies success.
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00:03:02,400 --> 00:03:04,440
JOHN HEGARTY: You've got to
think about it as a movement.
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00:03:06,120 --> 00:03:08,320
KOSAR: There is
an entire demographic
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00:03:08,360 --> 00:03:10,920
who wants to have a good time.
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00:03:10,960 --> 00:03:15,320
Conquered much
of the Western world,
America, Europe.
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00:03:15,360 --> 00:03:18,120
NASIR KHAN: It's a demigod
kind of a status.
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00:03:18,160 --> 00:03:20,000
EKOW ESHUN: Turns up
in a Lady Gaga song,
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00:03:20,040 --> 00:03:21,840
turns up
in a Leonard Cohen song.
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00:03:23,160 --> 00:03:24,800
BARRIE WILSON:
Churchill, Nixon...
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00:03:26,800 --> 00:03:29,760
JASON SOLOMONS: Someone
somewhere had some
Superman balls, didn't they,
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00:03:29,800 --> 00:03:32,920
to sort of say,
"Yeah, yeah, we can do this."
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00:03:32,960 --> 00:03:37,280
Did whiskey have the same
mystique before it became
a star in the movies?
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00:03:37,320 --> 00:03:39,160
I don't think it did.
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NEWSREADER: This story
is criminal.
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NARRATOR: Whiskey
is the reward of a long,
unhurried process.
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00:03:54,640 --> 00:03:58,720
HEGARTY: To make it
a part of culture,
a cultural phenomenon.
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00:04:00,520 --> 00:04:01,640
CAPPADONNA:
To come from nothing
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00:04:01,680 --> 00:04:04,160
and make something
out of ourselves, man.
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00:04:04,200 --> 00:04:05,840
That's iconic in itself.
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00:04:08,480 --> 00:04:10,200
ZAKK WYLDE: We can't have
these scumbags
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00:04:10,240 --> 00:04:11,840
representing our product.
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00:04:11,880 --> 00:04:13,280
[CHUCKLING] Get out of here.
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00:04:24,760 --> 00:04:26,720
AFSHIN MOLAVI: Probably
had my first taste of it
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00:04:26,760 --> 00:04:28,680
in Riyadh, Saudi Arabia,
of all places.
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00:04:28,720 --> 00:04:31,840
Now Riyadh, of course,
is a place where
alcohol is banned.
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00:04:33,320 --> 00:04:36,680
Often at diplomatic gatherings, where alcohol was legal,
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00:04:36,720 --> 00:04:40,240
they would try to hide
the fact that they were
drinking whiskey.
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00:04:41,600 --> 00:04:43,560
We called it the golden
Coca-Cola
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because it would develop
this golden look about it.
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By the second or third
golden Coca-Cola,
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00:04:51,840 --> 00:04:55,920
the deputy military attache,
the first secretary
were swaying,
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and we called it
the Coca-Cola sway.
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00:05:04,480 --> 00:05:06,960
Oh, if this bottle could talk.
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00:05:07,000 --> 00:05:12,600
This bottle has been witness
to so much history
over the past two centuries.
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00:05:12,640 --> 00:05:15,760
This bottle has been a witness
to the Industrial Revolution.
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00:05:15,800 --> 00:05:21,000
This bottle has been witness
to Winston Churchill's
wartime conversations.
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00:05:21,040 --> 00:05:25,200
This bottle was on the table as Iraqi Ba'ath Party officials
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00:05:25,240 --> 00:05:28,480
in the Saddam Hussein era were debating their next moves
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00:05:28,520 --> 00:05:32,360
on repressing their own people
or handling the US military.
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00:05:32,400 --> 00:05:37,480
So, in so many ways, the bottle
itself, if it could talk,
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00:05:37,520 --> 00:05:42,440
it would tell us
an extraordinary history
of the past two centuries.
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Hiya, Bill, what do you know?
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00:05:44,440 --> 00:05:46,240
Hello, Rocky, what's new?
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Nothing much.
A couple of whiskies.
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BARRIE WILSON:
Every single country
pretty much around the world
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has this iconic
Scottish product.
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However, Scottish people
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00:06:01,840 --> 00:06:03,880
can be a little bit miserable
sometimes,
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00:06:03,920 --> 00:06:05,440
and it's very, very hard to tell
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00:06:05,480 --> 00:06:07,720
if they're happy
or unhappy half the time.
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00:06:07,760 --> 00:06:10,320
So, I think they're proud.
I'm proud.
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00:06:11,880 --> 00:06:15,920
Och! No, no, laddie.
That's no way to take a dram.
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This is something that
time and history has given us,
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the Scot has been marked out
as the custodian
of ultimate perfection.
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NICHOLAS MORGAN: For someone
whose name is now known
all over the world,
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John Walker is
one of the most remarkably
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00:06:35,920 --> 00:06:38,360
anonymous characters in history.
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00:06:41,560 --> 00:06:44,240
So John's father
was a tenant at a farm
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just outside Kilmarnock
called Todriggs Farm.
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He died young.
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John was only 14,
and the goods of the farm,
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the cows and the seeds
and all that, were sold,
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and that was
John's inheritance.
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And that money is invested
in 1820 in a grocer's shop
in Kilmarnock
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that is a very prosperous
grocery business,
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which specializes in blending.
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[PEPPY MUSIC]
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It was incumbent upon grocers to bring things in, blend them,
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00:07:20,400 --> 00:07:25,440
mix them to get
the distinctive product
to give to their customers.
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Tea, principally,
was the product in the 1820s.
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00:07:28,760 --> 00:07:30,840
When John started
blending whiskey,
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00:07:30,880 --> 00:07:34,640
he would have been
applying those skills
that he learned from tea.
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00:07:36,240 --> 00:07:39,720
WILSON: You're taking over 40 different whiskies together,
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and each of these whiskies
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00:07:41,080 --> 00:07:44,200
has a completely unique
and different character.
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Bunches of apples and pears,
chocolate and honey...
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00:07:48,920 --> 00:07:52,440
So you're actually blending
these together to create
something quite magical.
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Blending was illegal back then.
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00:08:00,080 --> 00:08:02,720
But even ten years ago,
I nearly got punched
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00:08:02,760 --> 00:08:05,880
for mixing a ginger ale
in a Johnnie Walker.
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00:08:05,920 --> 00:08:10,120
So imagine 200 years ago
what would have happened.
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00:08:10,160 --> 00:08:12,360
MAN: It's alive! It's loose!
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00:08:12,400 --> 00:08:15,200
We've done it, Charles.
We've done it.
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00:08:15,240 --> 00:08:17,360
You've got to ruffle
a few feathers, I think,
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00:08:17,400 --> 00:08:20,440
if you're a creative genius
like he was.
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00:08:23,080 --> 00:08:25,600
ALICE LASCELLES:
There's an amazing
alchemy that happens.
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As you bring those
different components together,
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they'll often create
a new thing.
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There's this mystery at the heart of whiskey-making.
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There's a whole lot about
distilling we don't understand.
Nobody does.
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[ELECTRICITY CRACKLES]
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JOHN WILLIAMS: In 200 years,
we've only had
six master blenders.
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00:08:45,000 --> 00:08:49,600
In that same period of time,
there's been 40 US Presidents.
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I just love that dichotomy
of the scale and availability
of Johnnie Walker.
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00:08:55,600 --> 00:09:00,680
But yet, it's led
by this small group
of passionate people.
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00:09:03,600 --> 00:09:05,360
We're working
with this ever-changing palate,
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00:09:05,400 --> 00:09:06,920
so it's never the same.
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00:09:06,960 --> 00:09:09,440
Every time you look at it,
it's a snapshot in time.
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00:09:09,480 --> 00:09:12,480
And each time they're
being brought together
in a slightly different way,
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00:09:12,520 --> 00:09:15,080
but always creates
the same whiskey that you get
in the bottle each time.
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You always learn from the past,
but then you think
about the future
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00:09:19,880 --> 00:09:21,320
because we're laying down stocks
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00:09:21,360 --> 00:09:24,240
that may not be consumed
for another, say, 12 years.
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00:09:26,920 --> 00:09:28,920
People in the past have been
snooty about blends,
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00:09:28,960 --> 00:09:30,960
but actually when you think
about what it takes
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00:09:31,000 --> 00:09:33,720
in terms of gathering
from different sources,
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00:09:33,760 --> 00:09:35,480
they were really smart.
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00:09:35,520 --> 00:09:37,320
The only whiskey
they had available before
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00:09:37,360 --> 00:09:39,280
would change
every time they tried it.
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And they were able to ensure that the blend tasted the same.
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WILSON: Unfortunately,
right now, blends
are seen inferior
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00:09:47,080 --> 00:09:51,920
to single malts by, you know,
those people who just see
an age statement
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00:09:51,960 --> 00:09:54,600
and think that, you know,
the older, the better.
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00:09:54,640 --> 00:09:56,280
Don't listen to these guys.
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00:09:56,320 --> 00:10:00,640
It's about the bartenders,
the chefs,
the guys who make it.
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00:10:00,680 --> 00:10:04,360
[CHUCKLES] Listen to them,
you know, don't listen
to Tony in the pub.
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00:10:04,400 --> 00:10:06,960
Tony knows [BLEEP] all.
[LAUGHING]
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00:10:07,000 --> 00:10:08,520
What can I get you, sir?
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00:10:08,560 --> 00:10:10,680
Oh, uh, whisky and gin.
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00:10:10,720 --> 00:10:12,360
Whiskey and gin.
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00:10:15,600 --> 00:10:17,680
CAPPADONNA: To create
these iconic blends
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00:10:17,720 --> 00:10:21,560
you have to keep poking at it
and poking at it.
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00:10:21,600 --> 00:10:25,200
The more you blend it in
and blend it up together,
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00:10:25,240 --> 00:10:28,920
I mean, you are guaranteed
to come with something good,
man.
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00:10:31,920 --> 00:10:35,440
To come from nothing
and make something
out of ourselves, man.
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00:10:35,480 --> 00:10:37,680
That's iconic in itself.
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00:10:41,960 --> 00:10:45,720
MORGAN: The most important
asset that you have
as a grocer is your name.
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00:10:45,760 --> 00:10:49,320
Because with your name
comes all the trust
and the respect.
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00:10:49,360 --> 00:10:51,320
So, it's natural that
when you make your whiskey,
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00:10:51,360 --> 00:10:53,240
you are going to call it
"John Walker's whiskey."
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00:10:57,000 --> 00:11:00,200
Brands existed
because we industrialized.
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00:11:00,240 --> 00:11:03,480
We moved from the countryside
into cities.
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00:11:03,520 --> 00:11:06,120
So, if you were buying something
from your neighbor,
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00:11:06,160 --> 00:11:08,080
if it was wrong,
you'd go over and,
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00:11:08,120 --> 00:11:10,240
"Oi! You've just sold me
something that is no good."
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00:11:10,280 --> 00:11:11,560
Whereas, once
you moved to a city,
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00:11:11,600 --> 00:11:13,480
you weren't necessarily
buying from around you.
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00:11:13,520 --> 00:11:18,200
So brands emerged as a way
of providing you
with the things you needed,
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00:11:18,240 --> 00:11:21,440
but at their core, their trust.
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00:11:21,480 --> 00:11:27,400
I can trust that company,
that person to deliver
what they're saying.
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00:11:32,000 --> 00:11:35,240
MORGAN:
Behind his grocery shop,
the Kilmarnock Water runs.
185
00:11:35,280 --> 00:11:38,680
and in 1852, out of nowhere,
there's a massive flood.
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00:11:38,720 --> 00:11:43,520
Businesses where
John Walker's were
would have been washed away.
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00:11:43,560 --> 00:11:46,000
But five years later,
when John dies,
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00:11:46,040 --> 00:11:48,800
he leaves behind him
this very prosperous business.
189
00:11:50,800 --> 00:11:53,000
These people are
from Kilmarnock.
It's a tough place.
190
00:11:53,040 --> 00:11:55,400
West of Scotland's
a tough place.
191
00:11:55,440 --> 00:11:58,880
I mean,
people are very resilient
to what life throws at you.
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00:11:58,920 --> 00:12:00,040
You have to be.
193
00:12:01,080 --> 00:12:02,560
It's all about resilience.
194
00:12:09,440 --> 00:12:12,880
CAPPADONNA:
You gotta be resilient, man.
You gotta be flexible.
195
00:12:13,680 --> 00:12:15,200
When times are hard, man,
196
00:12:15,240 --> 00:12:19,720
you just got to be ready
for the changes when they come.
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00:12:19,760 --> 00:12:23,840
You know, there's another name for the whiskey.
They call it spirits.
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00:12:23,880 --> 00:12:26,120
It's good spirits, man.
[CHUCKLES]
199
00:12:29,040 --> 00:12:31,600
MOLAVI: As Johnnie Walker
began to rise,
200
00:12:31,640 --> 00:12:34,960
in many ways, it mimicked
the rise of Europe,
201
00:12:35,000 --> 00:12:39,040
Johnnie Walker rode the wave
of the Industrial Revolution.
202
00:12:39,080 --> 00:12:43,440
Johnnie Walker also rode the wave of the British Empire.
203
00:12:43,480 --> 00:12:45,760
[CHUCKLING] It was always
5:00 somewhere.
204
00:12:52,840 --> 00:12:56,360
One of the biggest changes
during that period
205
00:12:56,400 --> 00:13:04,680
is this sense of opportunity
that this expanding world
brings with it.
206
00:13:04,720 --> 00:13:08,520
The interesting thing,
if you look at how these
markets seem to grow,
207
00:13:08,560 --> 00:13:11,360
is that it follows
the discovery
of mineral wealth,
208
00:13:11,400 --> 00:13:14,040
and in 19th century,
that is gold.
209
00:13:16,400 --> 00:13:21,600
The British Empire
is the biggest trading unit
the world has ever seen
210
00:13:21,640 --> 00:13:24,560
and taking expat Scots
all over the world,
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00:13:24,600 --> 00:13:27,040
and one of the things
that many expat Scots
212
00:13:27,080 --> 00:13:30,560
take with them
is a liking of whiskey.
213
00:13:33,000 --> 00:13:34,680
WILSON: It was
the first global brand,
214
00:13:34,720 --> 00:13:38,920
even before Coca-Cola
was on the shores
of multiple countries,
215
00:13:38,960 --> 00:13:43,160
and the way they've done that
is basically bartering and bargaining with the ships.
216
00:13:44,560 --> 00:13:46,720
I can just imagine
these ships, you know,
217
00:13:46,760 --> 00:13:50,240
sailing across the oceans,
and the Johnnie Walker
in those ships
218
00:13:50,280 --> 00:13:53,280
must have been very tempting
to the whole crew. [CHUCKLES]
219
00:13:53,320 --> 00:13:55,680
And it'd be interesting
to see the depletions
by the time
220
00:13:55,720 --> 00:13:57,600
they got to somewhere
like Australia.
221
00:14:02,520 --> 00:14:04,800
[SERENE MUSIC]
222
00:14:24,920 --> 00:14:26,800
[INDISTINCT ANNOUNCEMENT ON PA]
223
00:14:34,480 --> 00:14:36,480
[SITHU THET SPEAKING BURMESE]
224
00:16:11,680 --> 00:16:13,120
[INDISTINCT CHEERING]
225
00:16:44,840 --> 00:16:46,280
SOPHIA BUSH: [IN ENGLISH]
When you think
about human history
226
00:16:46,320 --> 00:16:49,200
and all the terrible things
we've done to each other,
227
00:16:49,240 --> 00:16:50,760
when something
for hundreds of years
228
00:16:50,800 --> 00:16:54,600
can carry
a positive connotation,
229
00:16:54,640 --> 00:16:58,880
is something that people
can continue to be proud of,
that's rare.
230
00:16:58,920 --> 00:17:03,080
For an idea
to survive for that long
231
00:17:03,120 --> 00:17:06,560
means it's got something
kind of magic about it.
232
00:17:06,600 --> 00:17:09,040
That's why certain books
are classics,
233
00:17:09,080 --> 00:17:11,200
that's why certain movies
never got old.
234
00:17:11,240 --> 00:17:14,240
That's why Johnnie Walker is,
we talk about the iconography,
235
00:17:14,280 --> 00:17:18,400
but it's iconic.
The brand is actually iconic.
236
00:17:24,280 --> 00:17:26,400
When you are
a part of someone's life,
237
00:17:26,440 --> 00:17:29,440
as you are when you are
the whiskey people drink
at home,
238
00:17:29,480 --> 00:17:31,960
or the whiskey they drink
after work with friends,
239
00:17:32,000 --> 00:17:35,440
you're actually present
for really intimate moments,
240
00:17:35,480 --> 00:17:39,600
and thus, you're a part
of that intimacy itself.
241
00:17:43,640 --> 00:17:46,960
When you become part
of someone's experience,
242
00:17:47,000 --> 00:17:49,080
part of someone's story,
243
00:17:49,120 --> 00:17:51,600
you mean something
to those people.
244
00:17:55,640 --> 00:17:57,480
[INAUDIBLE]
245
00:18:01,800 --> 00:18:07,280
It was John Walker's son
Alexander that really
took the brand global.
246
00:18:07,320 --> 00:18:12,720
He set up shop in London,
and he created this myth
around Johnnie Walker.
247
00:18:12,760 --> 00:18:15,880
This myth around
this idea that this is
an aspirational drink.
248
00:18:15,920 --> 00:18:19,280
You have arrived
if you can drink
Johnnie Walker.
249
00:18:19,320 --> 00:18:21,520
So he was a marketing genius.
250
00:18:23,600 --> 00:18:25,320
MORGAN: You have
a growing middle class
251
00:18:25,360 --> 00:18:30,520
who've got increasingly
disposable income
to spend on small luxuries.
252
00:18:30,560 --> 00:18:35,120
It's this idea that whiskey
is associated with status,
253
00:18:35,160 --> 00:18:37,480
is a sign
that you have arrived.
254
00:18:40,840 --> 00:18:43,400
CHRISTINE McCAFFERTY:
Alexander's one of my heroes.
255
00:18:43,440 --> 00:18:45,320
John Walker
is our founding father.
256
00:18:45,360 --> 00:18:48,840
He set up the business.
He started making his whiskies.
257
00:18:48,880 --> 00:18:50,680
It's John's name on the bottle.
258
00:18:50,720 --> 00:18:54,040
But without Alexander, his son,
and then the generation
that came after,
259
00:18:54,080 --> 00:18:55,240
we wouldn't have the business.
260
00:18:56,120 --> 00:18:57,800
And I think Alexander was key
261
00:18:57,840 --> 00:19:01,280
in making what was
quite a small grocery shop
selling whiskies
262
00:19:01,320 --> 00:19:03,160
a much more commercial venture.
263
00:19:07,080 --> 00:19:08,400
MORGAN: The first thing
that he did
264
00:19:08,440 --> 00:19:12,440
was have this label at a funny angle on the bottle.
265
00:19:12,480 --> 00:19:16,280
And it very simply said,
"John Walker & Sons
Old Highland Whiskey."
266
00:19:16,320 --> 00:19:20,240
Around the same time, he introduced a square bottle.
267
00:19:20,280 --> 00:19:23,200
You could get more
square bottles into a case,
268
00:19:23,240 --> 00:19:25,800
and therefore,
more cases onto a boat.
269
00:19:27,320 --> 00:19:29,000
There were no rules.
270
00:19:29,040 --> 00:19:33,000
No one had done
what people like John,
Alexander Walker,
271
00:19:33,040 --> 00:19:35,160
in particular
Alexander Walker, did.
272
00:19:35,200 --> 00:19:40,080
No one had done it in the past,
so they made the rules
as they went on.
273
00:19:40,120 --> 00:19:44,560
The Johnnie Walker bottle
has by and large stayed the same
274
00:19:44,600 --> 00:19:47,680
for most of its history.
And so what that means is,
275
00:19:47,720 --> 00:19:50,360
Johnnie Walker itself
has this Zelig-like quality,
276
00:19:50,400 --> 00:19:54,000
which is to say that it could
appear at different moments
in time and culture,
277
00:19:54,040 --> 00:19:57,440
but it can also be the same
across all of those.
278
00:19:57,480 --> 00:20:01,400
I think it speaks
trans-historically.
279
00:20:01,440 --> 00:20:07,240
NARRATOR: People, people
from all walks of life
on any old street,
280
00:20:07,280 --> 00:20:10,840
wherever they might be,
people like...
281
00:20:10,880 --> 00:20:12,560
Good old Johnnie Walker.
282
00:20:13,480 --> 00:20:15,560
It was something
more than luck
283
00:20:15,600 --> 00:20:17,840
that brought us up
through the years
284
00:20:17,880 --> 00:20:20,240
Though Lady Luck
had a lot to do with it.
285
00:20:21,640 --> 00:20:23,880
[GENTLE MUSIC]
286
00:20:29,760 --> 00:20:31,720
MOLAVI: In the
mid-to-late 19th century,
287
00:20:31,760 --> 00:20:34,960
there was
a devastating insect pest
288
00:20:35,000 --> 00:20:38,080
that hit most
of France's vineyards,
289
00:20:38,120 --> 00:20:42,840
and something like three-fourths
of France's vineyards
lost their production.
290
00:20:42,880 --> 00:20:44,960
Well, what did that mean?
291
00:20:45,000 --> 00:20:47,520
That meant that
a lot of the wine
292
00:20:47,560 --> 00:20:50,080
that made its way
to Victorian England,
293
00:20:50,120 --> 00:20:52,360
and particularly
a lot of the brandy
294
00:20:52,400 --> 00:20:54,640
that made its way
to Victorian England,
295
00:20:54,680 --> 00:20:56,880
was no longer available.
296
00:20:56,920 --> 00:21:00,560
Enter whiskey.
Enter Johnnie Walker.
297
00:21:00,600 --> 00:21:04,800
It was a market opportunity
that was created
298
00:21:04,840 --> 00:21:06,960
by the loss
of another competitor.
299
00:21:14,520 --> 00:21:17,240
It's a very interesting one.
How does a brand go from
300
00:21:17,280 --> 00:21:21,760
being a regarded brand
to being an iconic brand?
301
00:21:21,800 --> 00:21:23,880
You have to have
a sense of purpose.
302
00:21:23,920 --> 00:21:27,240
You have to have
a sense of value.
303
00:21:27,280 --> 00:21:33,680
And in a way, you're that
sort of captain of a ship in a stormy sea. You stay calm,
304
00:21:33,720 --> 00:21:36,440
you stay certain,
certain in your ways.
305
00:21:36,480 --> 00:21:38,560
And over time,
you then become iconic.
306
00:21:38,600 --> 00:21:40,560
You become somebody
that people want to follow,
307
00:21:40,600 --> 00:21:43,120
because you have
a certainty about you.
308
00:21:43,160 --> 00:21:44,960
[HEAVY METAL MUSIC]
309
00:21:53,800 --> 00:21:56,760
I guess it's one of the few jobs
that it's not frowned upon
310
00:21:56,800 --> 00:21:59,200
when you're drinking
on the job. [CHUCKLES]
311
00:21:59,240 --> 00:22:02,920
If you stick three bottles
of booze in your body,
and then
312
00:22:02,960 --> 00:22:06,440
a case of beer and spin them
around a couple of times
and just watch them go,
313
00:22:06,480 --> 00:22:08,640
pretty much gonna be chances
of more chaos happening
314
00:22:08,680 --> 00:22:12,320
than, you know,
having maybe a double espresso.
315
00:22:14,800 --> 00:22:16,920
Well, the reason
why it was called
Black Label Society,
316
00:22:16,960 --> 00:22:18,920
we like music
and we like getting hammered.
317
00:22:20,520 --> 00:22:22,800
We had these grand plans.
318
00:22:22,840 --> 00:22:26,800
I go, "Hopefully, we'll get
an endorsement
from Johnnie Walker."
319
00:22:26,840 --> 00:22:29,240
[CHUCKLES] And then
we'll have it served
at all the gigs,
320
00:22:29,280 --> 00:22:30,800
and then we'll get, you know...
321
00:22:30,840 --> 00:22:32,800
We'll just be swimming
in the stuff,
you know what I mean?
322
00:22:32,840 --> 00:22:35,080
Actually, we'll have
a pool in the backyard
323
00:22:35,120 --> 00:22:39,520
which is shaped
like Johnnie Walker
with Johnnie Walker.
324
00:22:39,560 --> 00:22:43,320
What they said was,
"We have
a reputable brand here.
325
00:22:43,360 --> 00:22:47,240
"We can't have these scumbags
representing our product.
326
00:22:47,280 --> 00:22:49,080
"Get out of here."
327
00:22:49,120 --> 00:22:53,040
I could see that board meeting. That lasted about
maybe three seconds.
328
00:22:53,080 --> 00:22:55,120
[LAUGHING]
329
00:23:05,320 --> 00:23:10,480
MORGAN: When Alexander dies,
Alexander's two sons,
Jack and George,
330
00:23:10,520 --> 00:23:15,360
his younger son Alexander
is also brought
into the business.
331
00:23:15,400 --> 00:23:20,800
Flamboyant, they were not,
and they were also,
I think, very put out
332
00:23:20,840 --> 00:23:24,160
when they began to realize
that their consumers, in fact,
333
00:23:24,200 --> 00:23:27,880
had given their business a name,
which was Johnnie Walker,
334
00:23:27,920 --> 00:23:34,840
which the family hated
because they felt it was
disrespectful to the founder.
335
00:23:34,880 --> 00:23:38,720
But to exploit this name
that already existed
in popular culture
336
00:23:38,760 --> 00:23:40,880
was the thing that
the business had to do
337
00:23:40,920 --> 00:23:43,000
for the huge success
of the brand.
338
00:23:49,200 --> 00:23:53,240
WILSON: It was
in a restaurant/cafe in 1909
339
00:23:53,280 --> 00:23:55,400
where the family met
340
00:23:55,440 --> 00:23:58,680
an illustrator
called Tom Browne.
341
00:23:58,720 --> 00:24:00,480
Back in 1909,
342
00:24:00,520 --> 00:24:02,640
just over a drink
and over a lunch
343
00:24:02,680 --> 00:24:04,080
and within 10 minutes,
344
00:24:04,120 --> 00:24:06,360
he sketched the striding man,
345
00:24:06,400 --> 00:24:10,840
which is still
on every single bottle
of Johnnie Walker to this day.
346
00:24:10,880 --> 00:24:15,360
That, for me, was that moment
that Johnnie Walker
really started walking.
347
00:24:18,120 --> 00:24:20,360
[UPBEAT MUSIC]
348
00:24:27,600 --> 00:24:29,880
McCAFFERTY: A lot
of Scotch whiskey brands
around at that time,
349
00:24:29,920 --> 00:24:32,240
a lot of them
using quite traditional cues
350
00:24:32,280 --> 00:24:36,120
to communicate
about their brands,
"How can we be different?
351
00:24:36,160 --> 00:24:40,880
"But how can we have something that people can really
build a relationship with?"
352
00:24:40,920 --> 00:24:43,080
So he is like a living,
breathing character
353
00:24:43,120 --> 00:24:45,320
of the brand.
He is Johnnie Walker.
354
00:24:47,400 --> 00:24:50,080
What Johnnie Walker did
was they said,
"We want a symbol
355
00:24:50,120 --> 00:24:52,720
"that stands for what we are."
356
00:24:52,760 --> 00:24:55,080
The striding man became that,
357
00:24:55,120 --> 00:24:59,840
that symbol of progress,
that symbol of moving forward.
358
00:24:59,880 --> 00:25:02,680
The great thing for
Johnnie Walker is
you've gone beyond whiskey,
359
00:25:02,720 --> 00:25:05,320
you're now Johnnie Walker, and that's a great achievement.
360
00:25:10,840 --> 00:25:14,440
Oh, man, the spirit
of the striding man
is to keep moving.
361
00:25:15,600 --> 00:25:17,720
You've got to keep moving,
you know.
362
00:25:17,760 --> 00:25:20,200
If you stop, you drop.
363
00:25:21,360 --> 00:25:23,240
That's what the walk
is all about.
364
00:25:26,400 --> 00:25:28,840
SEAN MIYASHIRO: Striding is...
You're not walking.
365
00:25:28,880 --> 00:25:31,640
You're striding,
you're walking confidently
with a purpose,
366
00:25:31,680 --> 00:25:33,480
with a little pep in your step.
367
00:25:33,520 --> 00:25:37,640
And I think that, you know,
the striding man
is fashionable,
368
00:25:37,680 --> 00:25:40,080
he's got some zest,
he's got some swagger.
369
00:25:40,120 --> 00:25:43,400
And I think that individuality and being a visionary,
370
00:25:43,440 --> 00:25:46,800
and having a place to go
and all those things combined
371
00:25:46,840 --> 00:25:48,280
make it
incredibly aspirational.
372
00:25:53,680 --> 00:25:56,640
MOLAVI: The key moment
of alchemy
is when Johnnie Walker
373
00:25:56,680 --> 00:25:59,520
fused its brand
with aspiration.
374
00:25:59,560 --> 00:26:03,240
Because there is nothing
more human than aspiring
to a better life,
375
00:26:03,280 --> 00:26:05,760
to walking forward,
to leaning forward.
376
00:26:08,520 --> 00:26:10,840
You are not drinking
a glass of whiskey,
377
00:26:10,880 --> 00:26:13,800
you are drinking
a glass of aspiration.
378
00:26:27,520 --> 00:26:30,840
ED DAVIES: Johnnie Walker
has always been a huge brand
here in Brazil.
379
00:26:30,880 --> 00:26:32,560
It's one of the most
name-checked brands
380
00:26:32,600 --> 00:26:35,840
in a funk ostentacao
style of music,
381
00:26:35,880 --> 00:26:39,200
which is a kind of
Brazilian hip-hop.
382
00:26:39,240 --> 00:26:41,480
It appears
in all the music videos,
383
00:26:41,520 --> 00:26:43,200
you'll see a bunch
of dancing girls
384
00:26:43,240 --> 00:26:45,160
and they'll be
literally holding
the bottle in their hand,
385
00:26:45,200 --> 00:26:47,760
waving it at the camera.
386
00:26:47,800 --> 00:26:50,040
Johnnie Walker is a brand
that kind of cuts across
387
00:26:50,080 --> 00:26:53,880
all the different strata
of Brazilian society, you know?
388
00:26:53,920 --> 00:26:56,680
And Brazil is a really
stratified society.
389
00:26:58,320 --> 00:27:01,080
Brazil since the '90s
had a huge economic leap
390
00:27:01,120 --> 00:27:03,880
where a lot of people
suddenly had spending power
391
00:27:03,920 --> 00:27:05,440
that they didn't have before.
392
00:27:05,480 --> 00:27:08,160
And so the way for them
to express that,
393
00:27:08,200 --> 00:27:10,680
their new kind of success
and their new affluence
394
00:27:10,720 --> 00:27:13,520
is exactly through these brands that they can now afford,
395
00:27:13,560 --> 00:27:15,120
that they never
used to be able to.
396
00:27:16,120 --> 00:27:18,120
[SPEAKING PORTUGUESE]
397
00:27:36,080 --> 00:27:38,040
[INSPIRATIONAL MUSIC]
398
00:27:47,200 --> 00:27:49,200
[SPEAKING PORTUGUESE]
399
00:28:09,160 --> 00:28:10,840
[ALL CHANTING IN PORTUGUESE]
400
00:28:25,360 --> 00:28:28,680
DAVIES: [IN ENGLISH]
The protest started off
about a 20-cent rise
401
00:28:28,720 --> 00:28:30,680
in the price of a bus fare
in Sao Paulo.
402
00:28:32,160 --> 00:28:33,440
And the impact
that would have,
403
00:28:33,480 --> 00:28:35,120
particularly
on the poor communities
404
00:28:35,160 --> 00:28:38,480
who have to travel a long way to get to and from their jobs.
405
00:28:45,960 --> 00:28:49,360
It was really violently
subdued by the police.
406
00:28:49,400 --> 00:28:52,200
They fired tear gas,
rubber bullets.
407
00:28:57,360 --> 00:28:58,880
[LOUD GUNSHOT]
408
00:28:58,920 --> 00:29:01,760
More and more people
started coming out
in the streets.
409
00:29:01,800 --> 00:29:05,440
The larger the protest got,
the more it started
to become just about
410
00:29:05,480 --> 00:29:08,360
the social
and political problems
that Brazil has.
411
00:29:10,520 --> 00:29:13,560
The phrase
gigante esta acordado,
the giant has awoken,
412
00:29:13,600 --> 00:29:17,120
became one of
the kind of catchphrases
of that protest movement.
413
00:29:22,560 --> 00:29:24,120
[SPEAKING PORTUGUESE]
414
00:29:46,640 --> 00:29:49,000
[INDISTINCT SHOUTING
AND CHANTING]
415
00:29:51,320 --> 00:29:56,280
[IN ENGLISH] The movement
started to get appropriated by
so many different groups.
416
00:29:56,320 --> 00:29:58,880
You know, you had
communists on one side
417
00:29:58,920 --> 00:30:02,960
and white supremacists
on the other side,
418
00:30:03,000 --> 00:30:06,160
instead of being a movement
that unified
the whole of Brazil,
419
00:30:06,200 --> 00:30:09,000
it became something
that actually divided brazil
even more.
420
00:30:13,680 --> 00:30:16,240
[SPEAKING PORTUGUESE]
421
00:30:23,560 --> 00:30:24,640
[CHUCKLES]
422
00:30:26,560 --> 00:30:27,680
[LAUGHS]
423
00:30:43,520 --> 00:30:45,600
MORGAN: [IN ENGLISH]
During the First World War,
424
00:30:45,640 --> 00:30:48,120
the price of whiskey
had soared
425
00:30:48,160 --> 00:30:51,960
through constant increases
in government duty.
426
00:30:52,000 --> 00:30:54,360
The availability of whiskey
had declined
427
00:30:54,400 --> 00:30:57,440
because distilling
was almost entirely stopped.
428
00:30:57,480 --> 00:31:00,920
The fear
that the government had
was that munitions workers
429
00:31:00,960 --> 00:31:03,440
in industrial areas
such as Clydeside
430
00:31:03,480 --> 00:31:07,600
were going into pubs,
buying cheaper, young whiskies,
431
00:31:07,640 --> 00:31:11,360
and as a result
of excessive consumption,
432
00:31:11,400 --> 00:31:15,600
unable to work,
and therefore putting
the war effort in danger,
433
00:31:15,640 --> 00:31:18,160
which leads
to a number of restrictions
434
00:31:18,200 --> 00:31:19,960
that are placed
on the industry.
435
00:31:22,400 --> 00:31:24,400
Already a very complex
backdrop
436
00:31:24,440 --> 00:31:27,000
onto which
the influenza pandemic
437
00:31:27,040 --> 00:31:29,920
following the First World
War was added.
438
00:31:31,840 --> 00:31:36,360
When it came to celebrating
the company's centenary
in 1920,
439
00:31:36,400 --> 00:31:40,000
in some respects, they were very muted about it.
440
00:31:40,040 --> 00:31:43,760
But the one thing
I think they did do
was go out to the world
441
00:31:43,800 --> 00:31:46,600
with a very optimistic message.
442
00:31:52,040 --> 00:31:55,040
It's interesting that
during the first centennial
443
00:31:55,080 --> 00:31:57,680
of Johnnie Walker in 1920,
444
00:31:57,720 --> 00:31:58,920
their advertisements
445
00:31:58,960 --> 00:32:01,320
were quite clear
on the philosophy,
446
00:32:01,360 --> 00:32:04,120
which was "Still going strong."
447
00:32:04,160 --> 00:32:08,040
These were people who
kept looking for ways
to move the product.
448
00:32:09,800 --> 00:32:11,640
[BUGLE JINGLE PLAYS]
449
00:32:11,680 --> 00:32:13,080
NEWSREADER: And this story
is criminal.
450
00:32:13,120 --> 00:32:14,760
Ten thousand gallons
of whiskey,
451
00:32:14,800 --> 00:32:16,400
wine, and beer
are chucked away,
452
00:32:16,440 --> 00:32:19,680
bust up, destroyed
and wasted in New York.
453
00:32:19,720 --> 00:32:23,280
LASCELLES: During Prohibition,
from 1920 to 1933,
454
00:32:23,320 --> 00:32:27,440
it was illegal
for American distilleries
to make whiskey,
455
00:32:27,480 --> 00:32:29,960
but people still wanted
to drink hard liquor.
456
00:32:30,000 --> 00:32:32,680
So there was suddenly
this big gap in the market
for booze.
457
00:32:34,880 --> 00:32:38,280
KOSAR: On the books,
we had laws saying,
458
00:32:38,320 --> 00:32:42,920
you're not allowed to drink,
but everyone was drinking.
459
00:32:42,960 --> 00:32:47,280
A lot of what was being sold
by illicit producers
was dangerous.
460
00:32:47,320 --> 00:32:50,560
So Johnnie Walker
was moved in through
the country through Canada
461
00:32:50,600 --> 00:32:54,200
and also through
the Gulf of Mexico,
came on up through the South.
462
00:32:55,840 --> 00:32:59,720
When you have a small
Caribbean nation
that's largely poor,
463
00:32:59,760 --> 00:33:04,040
there's no way that
that population is consuming
all that alcohol.
464
00:33:04,080 --> 00:33:06,640
It's clearly coming in
and moving off.
465
00:33:10,440 --> 00:33:13,800
You had a lot of
whiskey smugglers
who were bringing whiskey
466
00:33:13,840 --> 00:33:18,320
into the United States,
and the square bottle
fit very neatly
467
00:33:18,360 --> 00:33:20,280
inside a hollowed-out
loaf of bread.
468
00:33:30,200 --> 00:33:33,440
LASCELLES: When Scotch
was being tasted
against bathtub gin,
469
00:33:33,480 --> 00:33:36,080
it probably came out
of the comparison pretty well.
470
00:33:36,120 --> 00:33:37,520
And so it gained
this real reputation
471
00:33:37,560 --> 00:33:40,600
for quality and finesse
and desirability.
472
00:33:40,640 --> 00:33:43,200
And so,
by the end of Prohibition,
473
00:33:43,240 --> 00:33:46,200
there was this whole
new generation
of Scotch whiskey drinkers
474
00:33:46,240 --> 00:33:49,480
and I believe
that by the end of the '30s,
475
00:33:49,520 --> 00:33:55,280
America accounted for
something like 60%
of all Scotch whiskey exports.
476
00:33:55,320 --> 00:33:57,840
[INQUISITIVE MUSIC]
477
00:34:05,520 --> 00:34:08,760
NARRATOR: Whiskey
is the reward of a long,
unhurried process,
478
00:34:08,800 --> 00:34:11,760
during which the utmost care
is taken to ensure
479
00:34:11,800 --> 00:34:15,000
that the highest standard
of quality is maintained,
480
00:34:15,040 --> 00:34:18,320
then and only then
is the blended whiskey ready
481
00:34:18,360 --> 00:34:21,840
for bottling, inspection,
and packing into the cases
482
00:34:21,880 --> 00:34:25,040
in which it will find its way
to every part of the world.
483
00:34:26,920 --> 00:34:32,120
Whiskey distillers
must be the best
geopolitical risk practitioners
484
00:34:32,160 --> 00:34:35,000
to think that 12 years from now,
15 years from now,
485
00:34:35,040 --> 00:34:36,560
there's going to be a market.
486
00:34:36,600 --> 00:34:39,080
You either have extraordinary
confidence in your product,
487
00:34:39,120 --> 00:34:44,120
or you have
an extraordinary ability
to forecast geopolitical events.
488
00:34:44,160 --> 00:34:46,720
I think it's the former
rather than the latter.
489
00:34:50,640 --> 00:34:53,560
BEVERIDGE: I think
if you look at the history
of Johnnie Walker,
490
00:34:53,600 --> 00:34:55,080
it is the story of adaption
491
00:34:55,120 --> 00:34:58,080
-to what prevails
at the current time.
-Mmm.
492
00:34:58,120 --> 00:35:01,360
We have to adapt to the present,
but we also have to think about
493
00:35:01,400 --> 00:35:02,920
what the future
might look as well
494
00:35:02,960 --> 00:35:04,360
and begin
to adapt for that.
495
00:35:04,400 --> 00:35:06,960
But I think there's
a certain optimism
behind all that.
496
00:35:07,000 --> 00:35:08,240
Yeah.
497
00:35:08,280 --> 00:35:10,160
The belief that, yes,
things are going to change
498
00:35:10,200 --> 00:35:12,160
as they have done in the past,
499
00:35:12,200 --> 00:35:16,440
but we have the skills
and the ability
to deal with that.
500
00:35:16,480 --> 00:35:20,800
And that, I think, is the sense
of where Johnnie Walker
is just now.
501
00:35:20,840 --> 00:35:22,280
MAN: [ON LOUDSPEAKER]
Fire at will!
502
00:35:32,080 --> 00:35:35,040
MORGAN: 1920s and 1930s
and 1940s period
503
00:35:35,080 --> 00:35:38,400
is one of real difficulty
for the businesses.
504
00:35:40,760 --> 00:35:44,440
Each time they go
into one of those
troughs of despond,
505
00:35:44,480 --> 00:35:49,160
business emerges stronger,
remarkably stronger
on each occasion.
506
00:35:49,200 --> 00:35:51,440
So the graph, if you will,
goes like this.
507
00:35:53,080 --> 00:35:54,800
It's all about resilience.
508
00:35:56,200 --> 00:35:58,840
[FULL STAR
BY DAN THE AUTOMATOR]
509
00:36:03,720 --> 00:36:05,400
CAPPADONNA: As long as
you're consistent,
510
00:36:05,440 --> 00:36:07,760
don't change
what you're doing.
511
00:36:07,800 --> 00:36:12,920
Though sometimes
it's not necessarily
the product itself
512
00:36:12,960 --> 00:36:15,760
that needs to change
with the times,
513
00:36:15,800 --> 00:36:17,600
sometimes
it's just the wrapping.
514
00:36:17,640 --> 00:36:19,000
[CHUCKLES] You know?
515
00:36:19,040 --> 00:36:20,760
The presentation.
516
00:36:20,800 --> 00:36:22,960
Instead of having
a blue bottle,
517
00:36:23,000 --> 00:36:24,840
you might want to
change it to silver.
518
00:36:25,520 --> 00:36:27,120
[CHUCKLES] You know?
519
00:36:27,160 --> 00:36:29,520
Like my new look.
520
00:36:29,560 --> 00:36:31,440
You know, they think
this is gray right here,
521
00:36:31,480 --> 00:36:33,560
but this is just platinum.
522
00:36:33,600 --> 00:36:35,920
I'm going platinum
right now, you know?
523
00:36:38,840 --> 00:36:41,800
For me, consistency is key
behind a brand,
524
00:36:41,840 --> 00:36:44,080
and you see so many brands
failing nowadays
525
00:36:44,120 --> 00:36:45,400
by changing every year.
526
00:36:45,440 --> 00:36:47,120
Changing, it's not working.
527
00:36:47,160 --> 00:36:50,640
Give it time, give it time,
and sell it to the Americans.
528
00:36:50,680 --> 00:36:52,160
[LAUGHS]
529
00:36:57,480 --> 00:37:01,520
NARRATOR: To the United States
went the best that Britain
could produce.
530
00:37:01,560 --> 00:37:05,320
And in its going,
many a bitter tear was shed.
531
00:37:08,000 --> 00:37:10,960
KOSAR: So after the horrors
of World War II,
532
00:37:11,000 --> 00:37:14,720
the Johnnie Walker brand
came into an America
533
00:37:14,760 --> 00:37:20,560
that was able to start
spending money
on the good things in life.
534
00:37:20,600 --> 00:37:24,400
So in its advertisements,
you would see
the guy of leisure,
535
00:37:24,440 --> 00:37:28,840
who's always going places
and always having fun,
no matter where he's at.
536
00:37:28,880 --> 00:37:30,920
Being a playboy,
being a player,
537
00:37:30,960 --> 00:37:35,040
being this dandy-esque figure
became accepted.
538
00:37:41,320 --> 00:37:44,560
While America was tearing itself
apart over race,
539
00:37:44,600 --> 00:37:49,040
Johnnie Walker drops an ad
which doesn't take a stand
540
00:37:49,080 --> 00:37:52,360
on separate schools
or anything like that.
541
00:37:52,400 --> 00:37:54,480
They didn't mention
politics at all.
542
00:37:54,520 --> 00:37:57,560
They simply showed
successful black men
543
00:37:58,480 --> 00:38:00,840
dressed in ties and suits,
544
00:38:00,880 --> 00:38:04,720
behaving like
good executives would.
545
00:38:04,760 --> 00:38:08,080
This was a time when schools
were still segregated here,
546
00:38:08,120 --> 00:38:10,360
when a black man who dared
547
00:38:10,400 --> 00:38:11,880
to walk into
a white neighborhood
548
00:38:11,920 --> 00:38:13,840
may not walk out.
549
00:38:13,880 --> 00:38:16,520
It was very brave.
550
00:38:16,560 --> 00:38:20,560
I think it just fits with the
entire enterprising character
of the company,
551
00:38:20,600 --> 00:38:24,680
to realize that there's
an entire demographic
552
00:38:24,720 --> 00:38:27,480
who is growing more affluent
553
00:38:27,520 --> 00:38:29,920
and who wants to have
a good time.
554
00:38:29,960 --> 00:38:31,880
And so, it only made sense
555
00:38:31,920 --> 00:38:34,080
to make that leap
and market to them.
556
00:38:34,120 --> 00:38:36,400
[SWING MUSIC]
557
00:38:47,120 --> 00:38:51,120
MORGAN: In the '50s and '60s,
they bring in new people
558
00:38:51,160 --> 00:38:54,040
who are very often
public school educated,
559
00:38:54,080 --> 00:38:55,920
very often
good military background,
560
00:38:55,960 --> 00:38:58,240
guards was always considered
to be pretty good.
561
00:38:58,280 --> 00:39:02,960
And these guys
travelled the world
in the 1960s and 1970s,
562
00:39:03,000 --> 00:39:05,680
to use a Walker word,
relentlessly.
563
00:39:08,440 --> 00:39:10,680
They were never off airplanes.
564
00:39:10,720 --> 00:39:13,360
It's like those films
you used to see in the 1960s,
565
00:39:13,400 --> 00:39:16,800
which always had shots
of airplanes taking off
and airplanes landing
566
00:39:16,840 --> 00:39:19,080
and airplanes taking off,
airplanes landing,
567
00:39:19,120 --> 00:39:21,320
that was what
these Walker guys did.
568
00:39:25,320 --> 00:39:30,360
They were, in a sense,
a sort of a symbol
of the striding man.
569
00:39:30,400 --> 00:39:31,840
I could actually
go anywhere,
570
00:39:31,880 --> 00:39:33,280
I could go into
any environment,
571
00:39:33,320 --> 00:39:35,520
and I could succeed,
I could be accepted.
572
00:39:35,560 --> 00:39:41,120
I would be able to navigate
my way through the culture
or whatever it was,
573
00:39:41,160 --> 00:39:46,720
and be able to kind of
talk in a very urbane
and stylish way.
574
00:39:48,520 --> 00:39:51,160
MORGAN: I think there was
certainly an expectation
575
00:39:51,200 --> 00:39:53,920
that these people
had the ability
576
00:39:53,960 --> 00:39:57,160
to withstand the most hostile
business entertainment
577
00:39:57,200 --> 00:39:58,920
and still be at work
the next day.
578
00:39:58,960 --> 00:40:00,880
[SWING MUSIC]
579
00:40:02,560 --> 00:40:04,600
[INAUDIBLE]
580
00:40:22,280 --> 00:40:24,360
HOST: We have
a number of questions,
curiously enough,
581
00:40:24,400 --> 00:40:27,160
about your favorite things.
582
00:40:27,200 --> 00:40:31,000
One wants to know
things you can't live without
when travelling.
583
00:40:31,040 --> 00:40:34,960
And one person,
one well-informed
audience member, of course,
584
00:40:35,000 --> 00:40:37,240
wants to know
what your favorite whiskey is.
585
00:40:37,280 --> 00:40:39,280
[AUDIENCE CHUCKLES]
586
00:40:39,320 --> 00:40:42,200
Well, I don't see
what the difference
between the two questions.
587
00:40:42,240 --> 00:40:44,600
[HOST AND AUDIENCE LAUGHING]
588
00:40:44,640 --> 00:40:46,840
[APPLAUSE]
589
00:40:48,640 --> 00:40:49,960
The favorite blended,
590
00:40:50,000 --> 00:40:52,320
the best blended Scotch
in the history of the world,
591
00:40:52,360 --> 00:40:53,880
which was also
the favorite drink
592
00:40:53,920 --> 00:40:55,240
of the Iraqi Ba'ath Party,
593
00:40:55,280 --> 00:40:58,680
as it is still
of the Palestinian Authority
594
00:40:58,720 --> 00:41:01,360
and the Libyan dictatorship
595
00:41:01,400 --> 00:41:04,040
and large branches
596
00:41:04,080 --> 00:41:05,960
of the Saudi Arabian
royal family.
597
00:41:06,000 --> 00:41:09,400
Johnnie Walker Black,
breakfast of champions.
598
00:41:09,440 --> 00:41:12,960
-Accept no substitutes.
-[LAUGHTER]
599
00:41:25,560 --> 00:41:30,160
I'm a photojournalist,
storyteller, filmmaker.
600
00:41:30,200 --> 00:41:34,080
I work mostly in war zones,
conflict areas,
601
00:41:34,120 --> 00:41:38,200
covering a humanitarian
catastrophe.
602
00:41:38,240 --> 00:41:41,880
Right now
I am in Baghdad Hotel,
here in the bar.
603
00:41:43,720 --> 00:41:47,760
This is a special place
for us that cover
the situation in Iraq.
604
00:41:47,800 --> 00:41:52,160
During many years,
the Baghdad Hotel
has been hosting
605
00:41:52,200 --> 00:41:56,320
a lot of journalists
and also a lot of
military people
606
00:41:56,360 --> 00:41:58,840
drinking some shots
of whiskey
607
00:41:58,880 --> 00:42:03,080
and having meetings
and planning
for the next development,
608
00:42:03,120 --> 00:42:05,000
the next job,
the next assignment.
609
00:42:08,080 --> 00:42:10,800
I would like to be sometimes
a bottle of whiskey
610
00:42:10,840 --> 00:42:12,560
to know what
they are talking about.
611
00:42:16,200 --> 00:42:19,720
It's very important for us
who do this kind of job
612
00:42:19,760 --> 00:42:22,560
to find a safe place.
613
00:42:22,600 --> 00:42:27,880
No matter where we go,
and no matter
how dangerous it is
614
00:42:27,920 --> 00:42:29,960
the place that we are going,
615
00:42:30,000 --> 00:42:33,040
it's very important
we have a place to come back.
616
00:42:35,520 --> 00:42:40,240
If you go to anywhere in Iraq, there is a lot of
fake whiskey going on.
617
00:42:40,280 --> 00:42:43,240
The one that
you're going to trust
on the table
618
00:42:43,280 --> 00:42:45,720
is Johnnie Walker
for everyone.
619
00:42:45,760 --> 00:42:48,480
People don't know
the name of the car.
620
00:42:48,520 --> 00:42:52,720
They don't know the name
even of some villages
here in Iraq.
621
00:42:52,760 --> 00:42:56,600
But everyone knows
when you talk about whiskey
622
00:42:56,640 --> 00:42:59,200
that the most important one here
is Johnnie Walker.
623
00:43:02,920 --> 00:43:06,720
I cannot tell you right now
how many times I almost died,
624
00:43:06,760 --> 00:43:10,480
bombs exploding nearby me
a hundred times,
625
00:43:10,520 --> 00:43:14,360
and so every time
that I am back,
it is time to celebrate
626
00:43:14,400 --> 00:43:16,360
because I have my life.
627
00:43:18,480 --> 00:43:20,400
When you come back
to the real life,
628
00:43:20,440 --> 00:43:23,000
and you sit
in the normal table,
629
00:43:23,040 --> 00:43:25,760
and you get
some shots of whiskey,
630
00:43:25,800 --> 00:43:27,840
and you drink this whiskey,
it's like,
631
00:43:29,360 --> 00:43:32,160
you made it up, you survived.
632
00:43:39,280 --> 00:43:40,600
BARTENDER 1: Whiskey
is a conversation.
633
00:43:40,640 --> 00:43:42,360
That's the whole point
of whiskey.
634
00:43:42,400 --> 00:43:45,200
Whiskey is for everybody.
It's made by a bunch
of farmers in Scotland.
635
00:43:45,240 --> 00:43:47,920
It's a drink for the people.
For some strange reason,
636
00:43:47,960 --> 00:43:51,440
when it came down south,
it was just like
it came really...
637
00:43:51,480 --> 00:43:54,080
I don't know,
just like uppity class.
638
00:43:54,120 --> 00:43:56,960
-I think we used the term
[BLEEP] a lot.
-[OTHERS LAUGH]
639
00:43:57,000 --> 00:44:03,040
The stigma is just old white men
in smoking jackets,
drinking whiskey.
640
00:44:03,080 --> 00:44:05,040
Everybody experiences
some stigma
641
00:44:05,080 --> 00:44:08,080
and some very strange
and perhaps dated opinions,
642
00:44:08,120 --> 00:44:11,000
and where do these
opinions come from?
643
00:44:11,040 --> 00:44:12,920
That there's certain
flavors for women,
644
00:44:12,960 --> 00:44:15,040
or that women are not
going to enjoy whiskey,
for example.
645
00:44:15,080 --> 00:44:16,600
It's about education for me.
646
00:44:16,640 --> 00:44:19,160
A lot of people now
are open-minded
to that changing.
647
00:44:19,200 --> 00:44:22,040
But I've seen that
there's no correlation
at all to who you are
648
00:44:22,080 --> 00:44:23,680
and what flavors
you're going to enjoy.
649
00:44:23,720 --> 00:44:25,440
BARTENDER 1: Get rid of
that stigma behind whiskey
650
00:44:25,480 --> 00:44:27,440
because there's so much stigma
651
00:44:27,480 --> 00:44:31,280
and so much [BLEEP]
around whiskey that it is
just a good quality drink.
652
00:44:31,320 --> 00:44:32,840
-Thank you very much.
-Pleasure.
653
00:44:32,880 --> 00:44:34,760
-Slainte.
-[LAUGHING]
654
00:44:40,240 --> 00:44:43,280
LASCELLES: There's quite a lot
of peacocking around whiskey
655
00:44:43,320 --> 00:44:45,680
and sort of bashing each other over the head
656
00:44:45,720 --> 00:44:48,360
with knowledge
and showing off,
657
00:44:48,400 --> 00:44:53,720
and just very broadly speaking,
I think women tend to go in
for less of that.
658
00:44:53,760 --> 00:44:56,640
It's still seen as a bit racy
for a woman to go into a bar
659
00:44:56,680 --> 00:44:59,160
and order
a neat whiskey even now,
660
00:44:59,200 --> 00:45:02,320
but that is
gradually changing.
661
00:45:14,840 --> 00:45:16,040
KOSAR: A lot
of the advertisements
662
00:45:16,080 --> 00:45:18,280
for liquor that included women
663
00:45:18,320 --> 00:45:21,240
had women basically
as elbow candy.
664
00:45:21,280 --> 00:45:25,120
They were, you know,
what the successful man gets.
665
00:45:25,160 --> 00:45:30,560
Instead, Johnnie Walker
put an ad out there
just showing successful women
666
00:45:30,600 --> 00:45:32,760
behaving as equals,
667
00:45:32,800 --> 00:45:36,520
and one woman would say,
"He respects me for my mind,
668
00:45:36,560 --> 00:45:40,440
"He doesn't mind that I earn more than he does.
669
00:45:40,480 --> 00:45:44,160
"He's not married or anything,
and he drinks Johnnie Walker."
670
00:45:48,680 --> 00:45:51,760
BUSH: I am a longtime
whiskey drinker, actually,
and it's funny,
671
00:45:51,800 --> 00:45:55,040
I think it's become a bit more
popular with women
672
00:45:55,080 --> 00:45:58,560
and, you know,
the craft cocktail movement
has certainly changed things.
673
00:45:58,600 --> 00:46:01,400
But there was nothing
like ten years ago,
674
00:46:01,440 --> 00:46:03,680
ordering an Old Fashioned
at a bar,
675
00:46:03,720 --> 00:46:06,160
and every guy at the bar's
head turns and goes,
676
00:46:06,200 --> 00:46:09,680
"Who are you ordering that for?"
And my answer always was, "Me."
677
00:46:09,720 --> 00:46:10,760
[LAUGHS]
678
00:46:13,040 --> 00:46:16,080
I think perhaps
it's theMad Men era
that did some of that.
679
00:46:16,120 --> 00:46:18,760
You know,
a bunch of guys in suits.
680
00:46:18,800 --> 00:46:22,200
We were always in the room.
We just weren't being
given access to the power,
681
00:46:22,240 --> 00:46:23,920
and we weren't
being given the credit.
682
00:46:23,960 --> 00:46:25,960
[DANCE MUSIC]
683
00:46:39,640 --> 00:46:42,920
ESHUN: In the 1980s,
the brand makes
a conscious effort
684
00:46:42,960 --> 00:46:48,480
to be actively, visibly
part of the culture.
685
00:46:48,520 --> 00:46:50,960
And so, you start
to see it turn up
686
00:46:51,000 --> 00:46:56,720
in movies and in advertising
much more visibly.
687
00:47:01,400 --> 00:47:04,640
SOLOMONS: I think whiskey
is the drink of the movies.
688
00:47:04,680 --> 00:47:06,960
I mean, did whiskey
have the same mystique
689
00:47:07,000 --> 00:47:09,600
before it became a star
in the movies?
690
00:47:09,640 --> 00:47:11,040
I don't think it did.
691
00:47:12,480 --> 00:47:13,520
I think the smartest move
692
00:47:13,560 --> 00:47:14,920
that Johnnie Walker
probably ever made
693
00:47:14,960 --> 00:47:19,640
was to make the label
at that 24 angle degree
694
00:47:19,680 --> 00:47:22,680
because even when
it's blurred in a film
695
00:47:22,720 --> 00:47:24,440
or turned around in a film,
696
00:47:24,480 --> 00:47:26,520
you can still see
the label creeping around.
697
00:47:26,560 --> 00:47:27,640
You immediately know
698
00:47:27,680 --> 00:47:30,080
that that's a bottle
of Johnnie Walker.
699
00:47:30,120 --> 00:47:31,840
-Thank you.
-MAN: [ON PHONE] Yes, sir.
700
00:47:31,880 --> 00:47:33,040
[PHONE BEEPS]
701
00:47:35,040 --> 00:47:36,360
I always loved Superman III.
702
00:47:36,400 --> 00:47:37,800
It was supposed to be
the silly one,
703
00:47:37,840 --> 00:47:39,280
but that's why it works.
704
00:47:39,320 --> 00:47:41,120
Richard Lester directs it,
705
00:47:41,160 --> 00:47:43,760
and it's got Pamela Stephenson
and Richard Pryor in it.
706
00:47:43,800 --> 00:47:46,400
And I always thought
it was hilarious,
Superman III.
707
00:47:46,440 --> 00:47:50,240
And it's really good to put
humor into what is essentially
a very serious genre,
708
00:47:50,280 --> 00:47:52,720
the superhero genre,
even still.
709
00:47:52,760 --> 00:47:55,040
And when Christopher Reeve's
Superman, in Superman III,
710
00:47:55,080 --> 00:47:58,360
goes to the dark side
because he's had
a dose of deadly kryptonite,
711
00:47:58,400 --> 00:48:02,520
he sits in a diner
and has a bottle
of Johnnie Walker Red Label
712
00:48:02,560 --> 00:48:05,400
very conspicuously
turned towards camera
713
00:48:05,440 --> 00:48:08,240
and uses it for sadness,
uses it to get drunk,
714
00:48:08,280 --> 00:48:10,520
uses it to contemplate evil.
715
00:48:10,560 --> 00:48:12,680
[CHUCKLES] And the evil
that's involved is
716
00:48:12,720 --> 00:48:14,160
trashing other brands,
717
00:48:14,200 --> 00:48:16,600
flicking peanuts
with his supercharged
Superman fingers
718
00:48:16,640 --> 00:48:19,680
and destroying other brands
right before your eyes.
719
00:48:21,200 --> 00:48:23,200
Hey, hey! Hey, come on.
720
00:48:23,240 --> 00:48:26,440
Someone somewhere had some
Superman balls, didn't they,
721
00:48:26,480 --> 00:48:28,040
to sort of say,
"Yeah, yeah, we can do this.
722
00:48:28,080 --> 00:48:31,320
"We can have Superman,"
who is in some way
723
00:48:31,360 --> 00:48:34,320
a sort of Christ figure
for saving America,
724
00:48:34,360 --> 00:48:36,680
"have him trashing
all the other brands."
725
00:48:39,920 --> 00:48:41,320
They jumped
the shuttle off-world.
726
00:48:41,360 --> 00:48:43,360
Killed the crew
and passengers.
727
00:48:43,400 --> 00:48:46,520
Harrison Ford in Blade Runner,
he drinks whiskey.
728
00:48:46,560 --> 00:48:49,280
RICK DECKARD:
Do you want a drink? No?
729
00:48:49,320 --> 00:48:51,920
SOLOMONS: He's the man that needs to do one last job.
730
00:48:51,960 --> 00:48:54,720
So he's going to need whiskey
to gird his loins.
731
00:48:54,760 --> 00:48:56,240
To solve this mystery,
732
00:48:56,280 --> 00:48:59,280
he needs Johnnie Walker
as his companion
to keep walking.
733
00:49:02,760 --> 00:49:05,720
He's using it medicinally
to get over a beating,
734
00:49:05,760 --> 00:49:07,920
he's using it
to soothe his mind,
735
00:49:07,960 --> 00:49:10,360
he's using it
to plaster over those wounds,
736
00:49:10,400 --> 00:49:12,920
but he's also using it
to concentrate.
737
00:49:18,560 --> 00:49:21,080
DECKARD: Enhance 224 to 176.
738
00:49:22,880 --> 00:49:24,600
[BEEPING]
739
00:49:28,120 --> 00:49:29,600
[AFFIRMATIVE BEEPS]
740
00:49:29,640 --> 00:49:31,440
[FILM CLICKING]
741
00:49:31,480 --> 00:49:33,000
SOLOMONS: It's interesting,
isn't it?
742
00:49:33,040 --> 00:49:37,240
He could do this
with a cup of tea,
but then we'd be comforted
743
00:49:37,280 --> 00:49:38,960
and I think we need
more than comfort.
744
00:49:39,800 --> 00:49:40,800
You like whiskey?
745
00:49:41,880 --> 00:49:43,320
I got millions
746
00:49:44,400 --> 00:49:47,160
of bottles of whiskey.
[SIGHS WEARILY]
747
00:49:47,200 --> 00:49:50,640
In the remake or the update,
the 2049 Blade Runner
748
00:49:50,680 --> 00:49:53,120
with Ryan Gosling in the lead,
749
00:49:53,160 --> 00:49:55,920
this is a much more
brand-oriented world.
750
00:49:55,960 --> 00:49:59,400
Some brands have survived
from the previous existence,
751
00:49:59,440 --> 00:50:00,920
and they have
followed it through.
752
00:50:00,960 --> 00:50:05,560
Some key markers
of Western civilization,
if you like,
753
00:50:05,600 --> 00:50:07,840
and some things will survive.
754
00:50:07,880 --> 00:50:10,960
Well, Johnnie Walker
has clearly survived.
755
00:50:11,000 --> 00:50:13,680
Still the same color, still burning brightly as ever,
756
00:50:13,720 --> 00:50:15,400
still promising that mystery.
757
00:50:15,440 --> 00:50:18,520
I think it is key that
the character must maintain
his whiskey brand
758
00:50:18,560 --> 00:50:20,400
though all
that he has gone through.
759
00:50:20,440 --> 00:50:23,120
Through all the iterations,
through all the disappointments,
760
00:50:23,160 --> 00:50:25,000
he is going to stick
to one brand.
761
00:50:25,040 --> 00:50:29,920
One thing he knows for sure
is he is going to get his joy
from that bottle.
762
00:50:29,960 --> 00:50:33,760
Everything else around us
watching the movie
763
00:50:33,800 --> 00:50:36,280
within the movie has changed.
764
00:50:36,320 --> 00:50:38,200
We're in the future.
765
00:50:38,240 --> 00:50:40,960
Johnnie Walker remains the same.
766
00:50:41,000 --> 00:50:45,680
Ultra-intelligent AI,
replicants, flying cars,
767
00:50:45,720 --> 00:50:48,800
none of these things
have quite come true yet.
768
00:50:48,840 --> 00:50:51,360
But the one thing
that remains true
769
00:50:51,400 --> 00:50:53,280
and visible and recognizable
770
00:50:53,320 --> 00:50:56,960
in both those films
is the bottle of Johnnie Walker.
771
00:50:57,000 --> 00:51:00,560
And, in a way, this is actually
quite a safe prediction
for the future.
772
00:51:00,600 --> 00:51:04,120
So perhaps
we won't have flying cars
anytime soon,
773
00:51:04,160 --> 00:51:07,840
but it is quite likely
that a bottle of Johnnie Walker
will look the same
774
00:51:07,880 --> 00:51:12,040
in 20, 50,
maybe 100 years' time
775
00:51:12,080 --> 00:51:13,960
as it did 100 years ago.
776
00:51:15,680 --> 00:51:17,240
People always say,
"Oh, it's terrible,
777
00:51:17,280 --> 00:51:20,280
"product placement,
and it's not right.
778
00:51:20,320 --> 00:51:21,880
"It shouldn't be done."
779
00:51:21,920 --> 00:51:23,600
And I do point out
that actually
780
00:51:23,640 --> 00:51:28,160
it was the Venetians
who invented product placement.
781
00:51:28,200 --> 00:51:31,520
And there's a very famous
painting by Titian.
782
00:51:31,560 --> 00:51:33,440
It's called The Annunciation.
783
00:51:33,480 --> 00:51:36,360
And if you look
at that painting,
in the right-hand corner,
784
00:51:36,400 --> 00:51:39,440
there's a clear decanter glass.
785
00:51:39,480 --> 00:51:41,080
Maybe Mary
wanted a drink?
786
00:51:41,120 --> 00:51:42,600
I don't know
what it was there for.
787
00:51:42,640 --> 00:51:44,760
[CHUCKLES] No, no, no.
It wasn't for that reason.
788
00:51:44,800 --> 00:51:48,880
It was there because
the Venetians were
very proud of their industry.
789
00:51:48,920 --> 00:51:53,760
So their artists used to
insert elements
of what they could do,
790
00:51:53,800 --> 00:51:57,560
so that they could say
to the Florentines,
or the Romans,
791
00:51:57,600 --> 00:51:59,360
"Look, see you might be able
to paint a picture,
792
00:51:59,400 --> 00:52:01,400
"but you can't do glass
the way we do it.
793
00:52:01,440 --> 00:52:02,800
"It's there, you can
have a look at it."
794
00:52:02,840 --> 00:52:05,440
It was the Venetians
who invented product placement.
795
00:52:06,920 --> 00:52:08,840
-DECKARD: Enhance. Stop.
-[FILM CLICKING]
796
00:52:11,520 --> 00:52:13,280
-[ALARM BEEPING]
-[ENERGETIC MUSIC]
797
00:52:18,840 --> 00:52:22,200
MORGAN: In 1997,
someone called Alice Avis
798
00:52:22,240 --> 00:52:23,640
was put in charge
of Johnnie Walker,
799
00:52:23,680 --> 00:52:24,920
and she took the view that
800
00:52:24,960 --> 00:52:27,520
a lot of the advertising
had become cliched
801
00:52:27,560 --> 00:52:30,160
and quite stereotyped
around the world.
802
00:52:32,760 --> 00:52:36,800
Alice realized
that masculinity
lay at the heart of
803
00:52:36,840 --> 00:52:38,640
what the brand was about,
804
00:52:38,680 --> 00:52:42,400
but didn't think that
people really understood
what masculinity meant
805
00:52:42,440 --> 00:52:44,680
in a modern world.
806
00:52:44,720 --> 00:52:47,720
So they did a massive
global study on masculinity.
807
00:52:47,760 --> 00:52:49,600
[INAUDIBLE]
808
00:52:49,640 --> 00:52:51,880
Now, you better start telling me
what happened.
809
00:52:51,920 --> 00:52:56,000
I was having a few drinks,
and I got into an argument
with some cat
810
00:52:56,040 --> 00:52:59,520
about the role
of modern man in society.
811
00:52:59,560 --> 00:53:01,320
Then things
began to get all foggy.
812
00:53:03,840 --> 00:53:05,520
HEGARTY: They came to us,
and at that time,
813
00:53:05,560 --> 00:53:07,920
whiskey advertising was all about "Be successful,"
814
00:53:07,960 --> 00:53:10,640
and they represented success
as a place,
815
00:53:10,680 --> 00:53:13,760
a penthouse, or somebody
who was always in a tuxedo,
816
00:53:13,800 --> 00:53:15,880
and it was maybe undone.
How daring.
817
00:53:15,920 --> 00:53:18,600
Oh, I'll just undo the tie.
Ooh, that'll be very daring.
818
00:53:18,640 --> 00:53:21,880
Or I'm on the back
of some boat in,
you know, Monaco
819
00:53:21,920 --> 00:53:23,360
or wherever it might be.
820
00:53:23,400 --> 00:53:28,680
But that was an increasingly
old-fashioned view of success.
821
00:53:28,720 --> 00:53:31,480
Success isn't a place,
it's a journey.
822
00:53:31,520 --> 00:53:34,560
And truly successful people
never arrive
823
00:53:34,600 --> 00:53:37,080
because they keep
moving forward.
824
00:53:37,120 --> 00:53:41,120
From that, you very,
very quickly
get to keep walking.
825
00:53:41,160 --> 00:53:43,760
And that, in a sense,
liberated the category
826
00:53:43,800 --> 00:53:46,360
from talking
like a conventional whiskey.
827
00:53:46,400 --> 00:53:48,680
And so, we created advertising
828
00:53:48,720 --> 00:53:50,960
that was unlike
a whiskey brand.
829
00:53:51,000 --> 00:53:54,960
It was a moment when the brand
really came back into itself,
830
00:53:55,000 --> 00:53:57,880
and it had confidence,
and it was able to kind of
831
00:53:57,920 --> 00:54:00,920
go into the marketplace
and put a bottle on the table
832
00:54:00,960 --> 00:54:03,200
and say,
"This is what we stand for."
833
00:54:03,240 --> 00:54:05,160
And people bought it,
and it succeeded.
834
00:54:05,200 --> 00:54:07,800
You can see it from,
you know, the sales figures.
835
00:54:07,840 --> 00:54:10,240
Then we got to
the man who walked
around the world,
836
00:54:10,280 --> 00:54:13,280
which is a lovely description
of the brand,
837
00:54:13,320 --> 00:54:16,360
and where it had come from,
and where it was going to.
838
00:54:16,400 --> 00:54:18,240
-[BAGPIPES PLAYING AND STOPPING]
-Hey, piper.
839
00:54:18,280 --> 00:54:19,280
Shut it.
840
00:54:20,600 --> 00:54:24,480
Here's a true story
about a young lad named John.
841
00:54:24,520 --> 00:54:27,840
Just a local farm boy.
There was something
special about the lad.
842
00:54:27,880 --> 00:54:30,200
-We were up at the...
-Druim M'Aodhaig.
843
00:54:30,240 --> 00:54:33,800
Yes, that's right.
We were up at the castle
in Scotland.
844
00:54:33,840 --> 00:54:35,600
-As you are.
-[CHUCKLING] As you are.
845
00:54:35,640 --> 00:54:38,840
I just had this idea
that I'd love
to be able to tell
846
00:54:38,880 --> 00:54:41,080
the Johnnie Walker story
without cutting.
847
00:54:41,120 --> 00:54:43,480
And at the time,
I remember thinking,
848
00:54:43,520 --> 00:54:46,240
I hope the story
doesn't take more than
about 60 to 90 seconds
849
00:54:46,280 --> 00:54:48,960
-because I think it would be
hard to do it otherwise.
-[BOTH LAUGH]
850
00:54:49,000 --> 00:54:52,600
Well, these were the days
when young boys
were sent into the fields,
851
00:54:52,640 --> 00:54:55,120
the mills, the mines,
tough times.
852
00:54:55,160 --> 00:54:57,840
But young John
was smart enough to be lucky.
853
00:54:57,880 --> 00:55:00,840
His father's farm,
where he was born and raised,
was sold,
854
00:55:00,880 --> 00:55:04,280
and the proceeds used
to open a grocers.
855
00:55:04,320 --> 00:55:09,240
You'd have one actor
talk non-stop,
eyeballing the camera
856
00:55:09,280 --> 00:55:11,840
for six and a half minutes
on point
857
00:55:11,880 --> 00:55:15,160
with, I think, something like
18 hit points along the way.
858
00:55:15,200 --> 00:55:17,880
No director,
no production company
wanted to take it on.
859
00:55:17,920 --> 00:55:22,200
He had to walk
a certain number of paces
out of the mist,
860
00:55:22,240 --> 00:55:25,680
towards the bagpiper,
to turn at that right moment
861
00:55:25,720 --> 00:55:29,200
and say, "Shut it,"
to walk a few more steps
to start the thing
862
00:55:29,240 --> 00:55:31,360
that had the cow turn its head,
that then...
863
00:55:31,400 --> 00:55:34,720
And when you look back on it,
you think, "What on Earth
were we thinking?"
864
00:55:34,760 --> 00:55:37,400
Does he get his hat
out of his pocket
at just the right moment?
865
00:55:37,440 --> 00:55:41,200
Isn't there just the right spot
to pick up the whiskey
866
00:55:41,240 --> 00:55:44,480
from the table where
he's talking about
Johnnie Walker Blue, or...
867
00:55:44,520 --> 00:55:46,160
Etcetera, etcetera, etcetera.
868
00:55:46,200 --> 00:55:49,280
Two hundred years later,
and Johnnie Walker's
still walking,
869
00:55:49,320 --> 00:55:51,520
and he's not showing
any signs of stopping.
870
00:55:51,560 --> 00:55:54,080
MAHONY: It was 42 takes
across the two days.
871
00:55:54,120 --> 00:55:55,760
I remember hearing,
I think it must have been
872
00:55:55,800 --> 00:55:57,600
just before lunch
on the final day.
873
00:55:57,640 --> 00:55:59,160
"Yeah, we still
haven't got one."
874
00:55:59,720 --> 00:56:01,480
[LAUGHING]
875
00:56:01,520 --> 00:56:04,800
Yeah, it was the last take?
The last take is the film.
876
00:56:04,840 --> 00:56:08,080
Because that was the only one
that actually really worked.
877
00:56:14,880 --> 00:56:17,920
ESHUN: I find brands
like Johnnie Walker
really fascinating
878
00:56:17,960 --> 00:56:20,160
because they, in a number of different ways,
879
00:56:20,200 --> 00:56:24,720
have managed to hold on
to a place in the world,
880
00:56:24,760 --> 00:56:31,560
despite how quickly
and how profoundly
the world continues to change.
881
00:56:31,600 --> 00:56:36,480
The identity is so strong
that it seems
to transcend time,
882
00:56:36,520 --> 00:56:38,000
it seems to transcend place,
883
00:56:38,040 --> 00:56:41,120
and it seems to speak
of universality,
884
00:56:41,160 --> 00:56:44,600
though it has this fascinating
symbolic quality to it,
885
00:56:44,640 --> 00:56:47,640
as well as just a simple thing
of being something expensive
886
00:56:47,680 --> 00:56:50,440
and something
that's perceived as luxury.
887
00:56:50,480 --> 00:56:56,640
It ends up
as this totemic item
that can be used in bargains,
888
00:56:56,680 --> 00:57:00,960
can be used in rituals,
can be used in music.
889
00:57:01,000 --> 00:57:02,440
So Johnnie Walker,
for instance,
890
00:57:02,480 --> 00:57:04,080
turns up
in a Lady Gaga song,
891
00:57:04,120 --> 00:57:06,600
turns up
in a Leonard Cohen song.
892
00:57:06,640 --> 00:57:10,000
This is one way of saying,
"We'll take the icons
893
00:57:10,040 --> 00:57:13,200
"and the brands
of Western culture
and Western society,
894
00:57:13,240 --> 00:57:16,800
"and we will make them over
in our own terms."
895
00:57:16,840 --> 00:57:21,840
And that, I think,
is how you get to be
part of the culture.
896
00:57:24,320 --> 00:57:28,480
It's that it's been able
to simplify its message,
897
00:57:28,520 --> 00:57:33,400
so if you're in India
or if you're in Afghanistan
or if you're in Myanmar
898
00:57:33,440 --> 00:57:35,040
or if you're in different
parts of Europe,
899
00:57:35,080 --> 00:57:36,680
if you're
in mid-century America,
900
00:57:36,720 --> 00:57:41,320
let's say, those perceived
values don't change.
901
00:57:44,000 --> 00:57:45,600
MIYASHIRO: Brands
connecting with culture,
902
00:57:45,640 --> 00:57:48,160
doesn't matter if it's sport
or music or whatever,
903
00:57:48,200 --> 00:57:49,760
you know,
is a decades-old thing,
904
00:57:49,800 --> 00:57:51,400
but you have to have everything.
905
00:57:51,440 --> 00:57:54,880
It's the cross-pollination
of traditional advertising,
906
00:57:54,920 --> 00:57:56,800
which is the amplification
of everything.
907
00:57:56,840 --> 00:58:03,120
But what is the core idea
actually is the genesis
of everything, right?
908
00:58:03,160 --> 00:58:05,720
It's not just
all about going to, "Hey.
909
00:58:05,760 --> 00:58:10,040
"Who's the number one actor
or the pop star?"
910
00:58:10,080 --> 00:58:12,600
The obvious choice
is really understanding
911
00:58:12,640 --> 00:58:15,400
who is creating
and innovating.
912
00:58:15,440 --> 00:58:17,600
Those brands do quite well.
913
00:58:20,360 --> 00:58:23,080
Well, you know,
you've always
got to be careful.
914
00:58:23,120 --> 00:58:25,000
There are many great brands
who've gone.
915
00:58:25,040 --> 00:58:26,760
You know?
I've worked on some of them.
916
00:58:26,800 --> 00:58:29,240
Polaroid, one of them,
didn't innovate, of course.
917
00:58:29,280 --> 00:58:32,080
And great brands can die.
918
00:58:33,560 --> 00:58:36,520
You get trapped
by your own success.
919
00:58:36,560 --> 00:58:40,720
I mean, you can look
at great bands, great...
920
00:58:40,760 --> 00:58:44,080
And you can look at
how they had to
keep moving forward.
921
00:58:44,120 --> 00:58:47,600
You know,
you look at the Beatles,
and how they started singing,
922
00:58:47,640 --> 00:58:51,240
"She loves you. Yeah. Yeah. "
And end up with Sgt. Pepper,
923
00:58:51,280 --> 00:58:53,680
and they constantly
move forward,
924
00:58:53,720 --> 00:58:55,680
whereas other bands didn't.
925
00:58:55,720 --> 00:58:57,640
[UPBEAT MUSIC]
926
00:59:06,800 --> 00:59:10,960
KOSAR: Johnnie Walker whiskey
has conquered
much of the Western world.
927
00:59:11,000 --> 00:59:13,760
The real action is in
the developing markets.
928
00:59:16,480 --> 00:59:18,200
[INDISTINCT CHEERING]
929
00:59:18,240 --> 00:59:20,920
LASCELLES: If you look
at emerging markets,
930
00:59:20,960 --> 00:59:24,640
where Johnnie Walker
is taking off is always
a good barometer
931
00:59:24,680 --> 00:59:27,440
of an emerging
economic market.
932
00:59:31,120 --> 00:59:33,520
MOLAVI: Any study of whiskey,
any study of Johnnie Walker
933
00:59:33,560 --> 00:59:35,120
has to focus on India.
934
00:59:35,160 --> 00:59:39,520
India is the largest
whiskey-consuming nation.
935
00:59:39,560 --> 00:59:43,240
In India, Johnnie Walker
has a localized nickname.
936
00:59:43,280 --> 00:59:45,000
They call it "Uncle Johnnie."
937
00:59:45,040 --> 00:59:47,040
[BOLLYWOOD MUSIC]
938
00:59:53,200 --> 00:59:56,640
Johnnie Walker
regularly appears
in Bollywood films,
939
00:59:56,680 --> 01:00:00,360
so much so that there is
a prominent Indian actor
940
01:00:00,400 --> 01:00:03,280
in Bollywood
who changed his name
to Johnny Walker.
941
01:00:05,920 --> 01:00:08,720
[INAUDIBLE]
942
01:00:08,760 --> 01:00:13,080
NASIR KHAN: It's a demigod
kind of a status
that film stars have here.
943
01:00:13,120 --> 01:00:17,040
There are so many temples
that are named after actors,
944
01:00:17,080 --> 01:00:18,720
and the statues are made,
and they worship them.
945
01:00:22,480 --> 01:00:26,400
He is one of the pillars
of the Indian cinema,
my father.
946
01:00:26,440 --> 01:00:28,080
And I turn around
and tell people
947
01:00:28,120 --> 01:00:30,440
that I have Johnny Walker
running in my veins.
948
01:00:30,480 --> 01:00:31,640
Ooh.
949
01:00:31,680 --> 01:00:34,400
[SPEAKING HINDI]
950
01:00:34,440 --> 01:00:35,720
Huh?
951
01:00:35,760 --> 01:00:37,200
KHAN: [IN ENGLISH]
As a teenager,
952
01:00:37,240 --> 01:00:38,640
he used to go to the studios,
953
01:00:38,680 --> 01:00:40,640
he used to look around
for work.
954
01:00:40,680 --> 01:00:44,120
So my dad used to act
like a drunk very, very well.
955
01:00:44,160 --> 01:00:45,920
[SPEAKING HINDI]
956
01:00:45,960 --> 01:00:49,680
[IN ENGLISH] So he barged in
the office as an alcoholic
957
01:00:49,720 --> 01:00:52,200
and started creating
a ruckus over there,
958
01:00:52,240 --> 01:00:54,360
went to Guru Dutt,
who was the director,
959
01:00:54,400 --> 01:00:56,600
started troubling him,
hassling him,
960
01:00:56,640 --> 01:01:00,400
to the point
where they had him
thrown out of the office.
961
01:01:00,440 --> 01:01:03,040
So Guru Dutt,
being the director,
962
01:01:03,080 --> 01:01:05,640
was extremely impressed
by my father.
963
01:01:05,680 --> 01:01:07,800
He said, "This is one scene
I can offer you."
964
01:01:07,840 --> 01:01:10,600
[SLURRING IN HINDI]
965
01:01:14,360 --> 01:01:15,960
KHAN: [IN ENGLISH] Guru Dutt
came up with the name.
966
01:01:16,000 --> 01:01:19,120
He said, "You need
a screen name, just call
yourself Johnny Walker."
967
01:01:19,160 --> 01:01:21,640
-[JOHNNY WALKER CLEARS THROAT]
-[CLEARS THROAT IN RESPONSE]
968
01:01:21,680 --> 01:01:23,520
-[JOHNNY WALKER CLEARS THROAT]
-[COUGHING]
969
01:01:23,560 --> 01:01:26,160
A lot of people
used to think that
970
01:01:26,200 --> 01:01:30,160
the whiskey was named
after my dad Johnny Walker.
971
01:01:30,200 --> 01:01:33,960
Irony, part of it
that my father,
he was a devout Muslim
972
01:01:34,000 --> 01:01:37,840
and because
it's not allowed
to drink in our religion,
973
01:01:37,880 --> 01:01:39,840
he never touched alcohol
in his life.
974
01:01:42,280 --> 01:01:44,840
[VIOLIN MUSIC]
975
01:01:58,440 --> 01:02:01,560
MARIE MACKLIN: Johnnie Walker
was always that beating heart
of the town.
976
01:02:01,600 --> 01:02:04,400
There were 700 jobs
employed in the town,
977
01:02:04,440 --> 01:02:06,240
and the money that was spent
wasn't just local,
978
01:02:06,280 --> 01:02:07,800
it was in local shops,
979
01:02:07,840 --> 01:02:10,040
but it was
in the surrounding
areas of Ayrshire.
980
01:02:12,880 --> 01:02:15,680
We were at the forefront
of the first
Industrial Revolution.
981
01:02:17,520 --> 01:02:21,440
REPORTER: Each bottle
proudly displays Kilmarnock
as its origin.
982
01:02:21,480 --> 01:02:25,600
The 700 people who work here
are part of the town's heritage,
983
01:02:25,640 --> 01:02:28,120
but soon, these gates
will be closed forever.
984
01:02:31,480 --> 01:02:34,680
MACKLIN: Johnnie Walker
wanted to be more commercial
985
01:02:34,720 --> 01:02:37,760
to retain the business
and make that business grow.
986
01:02:39,600 --> 01:02:41,240
At the time of exit,
987
01:02:41,280 --> 01:02:43,920
they would be the last
big industrial employer
in Kilmarnock.
988
01:02:43,960 --> 01:02:46,720
So that was
like the final nail
in the coffin.
989
01:02:46,760 --> 01:02:49,920
The Industrial Revolution
of the 1800s was now gone.
990
01:02:54,080 --> 01:02:58,000
Do you stand back
and do nothing?
That's just not an option.
991
01:03:02,680 --> 01:03:04,880
I remember going
buying the costumes,
992
01:03:04,920 --> 01:03:06,920
buying the ribbons,
buying placards.
993
01:03:10,520 --> 01:03:12,800
An hour before,
there was about 20 people.
994
01:03:12,840 --> 01:03:16,200
And then, all of a sudden,
the place just descended
with people.
995
01:03:16,240 --> 01:03:18,640
[INDISTINCT CHANTING]
996
01:03:25,840 --> 01:03:27,360
We needed a new college.
997
01:03:27,400 --> 01:03:30,480
The college
was from the 1960s.
998
01:03:30,520 --> 01:03:33,160
Eight acres of the site
was donated for a pound,
999
01:03:33,200 --> 01:03:36,080
and a new £50 million college
was built,
1000
01:03:36,120 --> 01:03:37,360
funded by the
Scottish government.
1001
01:03:39,080 --> 01:03:41,160
So the legacy
that Diageo is leaving
1002
01:03:41,200 --> 01:03:43,600
is just the start
of another journey
1003
01:03:43,640 --> 01:03:46,640
for that community that
we have been
at the forefront of driving.
1004
01:03:49,680 --> 01:03:52,760
That Johnnie Walker spirit
is still alive,
1005
01:03:52,800 --> 01:03:55,840
but it's just the different
shoes that keep on walking.
1006
01:04:01,600 --> 01:04:05,080
I think today...
I think a brand is much more
1007
01:04:05,120 --> 01:04:08,680
about a movement
than just about trust.
1008
01:04:08,720 --> 01:04:10,960
You gotta think about it
as a movement.
1009
01:04:11,000 --> 01:04:12,880
What are you
trying to change?
1010
01:04:12,920 --> 01:04:15,320
What are you trying
to bring to the world?
1011
01:04:15,360 --> 01:04:18,080
As an example, I think Apple
is a very good example
of that movement.
1012
01:04:18,120 --> 01:04:21,200
It was bringing computing
to the people.
1013
01:04:21,240 --> 01:04:25,960
That was its great thing.
And therefore,
a brand has to stand for more.
1014
01:04:26,000 --> 01:04:30,040
Are we about the future?
Are we making
this product in a way
1015
01:04:30,080 --> 01:04:32,600
which is sustainable?
Are we caring for the planet?
1016
01:04:32,640 --> 01:04:34,920
Are we... All those things
before you actually
1017
01:04:34,960 --> 01:04:36,480
get to,
"What does it taste like?"
1018
01:04:36,520 --> 01:04:39,800
The new consumer,
certainly the millennial
consumer
1019
01:04:39,840 --> 01:04:43,960
would like to see companies
giving back to communities.
1020
01:04:44,000 --> 01:04:47,640
I think they would also
like to see in some ways
1021
01:04:47,680 --> 01:04:53,120
an understanding
and an appreciation
for the heritage of a brand.
1022
01:04:55,080 --> 01:04:57,840
BUSH: I think the days
of just making something
1023
01:04:57,880 --> 01:05:01,200
and being a sort of
hazy figure in the distance,
1024
01:05:01,240 --> 01:05:03,240
that doesn't work
for people anymore.
1025
01:05:03,280 --> 01:05:05,120
We want to know
where our money's going
1026
01:05:05,160 --> 01:05:07,360
because every dollar
that we spend is a vote.
1027
01:05:07,400 --> 01:05:10,320
So we want to know
who's behind the brand?
1028
01:05:10,360 --> 01:05:12,320
What do they believe in?
What is their ethos?
1029
01:05:12,360 --> 01:05:14,120
How do they treat the people
at their company?
1030
01:05:14,160 --> 01:05:15,600
Do they pay them fair wages?
1031
01:05:15,640 --> 01:05:18,160
Do employees get maternity
and paternity leave?
1032
01:05:18,200 --> 01:05:21,200
These things are important
to consumers now.
1033
01:05:24,520 --> 01:05:28,280
I think the future is about
being thoughtfully inclusive.
1034
01:05:28,320 --> 01:05:29,680
I think the future is about
1035
01:05:29,720 --> 01:05:32,520
building bigger tables
and longer bars
1036
01:05:32,560 --> 01:05:35,000
for people to sit at
and toast together,
1037
01:05:35,040 --> 01:05:36,400
and dream up ideas
1038
01:05:36,440 --> 01:05:40,320
and innovations in ways
to advance the world for good.
1039
01:05:45,120 --> 01:05:47,800
They came to me
to talk about
leading for women.
1040
01:05:49,200 --> 01:05:51,280
And we opened
an exhibition.
1041
01:05:52,600 --> 01:05:54,280
Not every brand
is that willing to
1042
01:05:54,320 --> 01:05:58,160
"put their neck out there."
1043
01:05:58,200 --> 01:06:01,280
I only want to run in circles
with people who say,
1044
01:06:01,320 --> 01:06:04,640
"How much further
can we push this?
How much more can we
1045
01:06:04,680 --> 01:06:08,360
"yank on the end
of the moral arc
of the universe
1046
01:06:08,400 --> 01:06:10,600
"and continue to bend it
toward justice?"
1047
01:06:10,640 --> 01:06:13,000
If it's possible,
we have to contribute to that.
1048
01:06:20,360 --> 01:06:25,320
ESHUN: I think the old anxiety
was that in getting
into bed with a brand,
1049
01:06:25,360 --> 01:06:28,640
you'd have to change,
you'd have to become
a corporate shill
1050
01:06:28,680 --> 01:06:30,480
or something like that.
Now it's the opposite.
1051
01:06:30,520 --> 01:06:33,120
Now it feels like brands
spend a lot of time
1052
01:06:33,160 --> 01:06:37,880
trying to catch up with these
sort of powerfully totemic
individuals themselves
1053
01:06:37,920 --> 01:06:41,960
that can speak all around
the world at the same time.
1054
01:06:42,000 --> 01:06:48,160
Social media has disrupted
so many of these traditional
forms of communication,
1055
01:06:48,200 --> 01:06:50,280
so right now, you know,
you can go to Instagram
1056
01:06:50,320 --> 01:06:53,160
and you can have
a much more intimate
relationship with a star.
1057
01:06:55,440 --> 01:06:59,760
HEGARTY: I'm slightly
suspicious of those things.
1058
01:06:59,800 --> 01:07:02,600
Every other ad for a watch
has got a star in it.
1059
01:07:03,760 --> 01:07:06,080
The brand should be the hero.
1060
01:07:06,120 --> 01:07:08,640
Don't go and buy another hero.
1061
01:07:08,680 --> 01:07:11,440
The advertising world
is perhaps skeptical
1062
01:07:11,480 --> 01:07:14,920
of the role of brand ambassadors
and the environment we have
1063
01:07:14,960 --> 01:07:18,160
where culture and commerce
blend together
that much more easily.
1064
01:07:18,200 --> 01:07:22,040
Because what gets
left out of that game
is the idea
1065
01:07:22,080 --> 01:07:27,200
that the thing the brand needs
to do to sell itself
is a 30-second commercial.
1066
01:07:27,240 --> 01:07:30,960
That feels like a fantastically
anachronistic idea right now,
1067
01:07:31,000 --> 01:07:33,160
when in fact you can
cut out the middleman
1068
01:07:33,200 --> 01:07:36,080
and go straight
to the individual
at the heart of this.
1069
01:07:36,960 --> 01:07:38,840
[ELECTRONIC MUSIC PLAYING]
1070
01:07:44,000 --> 01:07:47,520
WILLIAMS: Johnnie Walker
was founded on the principle
1071
01:07:47,560 --> 01:07:52,480
that we'd make whiskey
for everybody.
1072
01:07:52,520 --> 01:07:56,000
And it was true 200 years ago,
1073
01:07:56,040 --> 01:07:59,480
and it remains true today.
1074
01:07:59,520 --> 01:08:03,000
What we have to do,
what we must do
1075
01:08:03,040 --> 01:08:05,880
is keep
Johnnie Walker vibrant,
1076
01:08:05,920 --> 01:08:10,200
so that we're making whiskey
exciting for everybody,
1077
01:08:10,240 --> 01:08:14,480
so that we're creating
the next generation
of whiskey lovers.
1078
01:08:17,640 --> 01:08:18,880
[INAUDIBLE]
1079
01:08:22,200 --> 01:08:24,280
Johnnie Walker, 200 years old.
1080
01:08:24,320 --> 01:08:26,480
Will they be here
in 100 years' time?
1081
01:08:26,520 --> 01:08:31,920
I hope so. They've got
to be distinctive,
be daring, be different.
1082
01:08:31,960 --> 01:08:33,280
Believe in me.
1083
01:08:40,360 --> 01:08:44,880
MOLAVI: Johnnie Walker
has been nimble over
the past 200 years, clearly.
1084
01:08:44,920 --> 01:08:50,200
They're going to have to show
that same nimbleness
over the next 100 years
1085
01:08:50,240 --> 01:08:53,960
in order to remain
an iconic brand,
like they are today.
1086
01:08:56,960 --> 01:08:58,920
They've got their ear
to the ground all the time,
1087
01:08:58,960 --> 01:09:00,840
and they really know
where stuff is happening.
1088
01:09:00,880 --> 01:09:03,000
I think that's probably
something that
they have done really well
1089
01:09:03,040 --> 01:09:04,280
over the decades.
1090
01:09:06,800 --> 01:09:10,160
Staying optimistic
is the way that you can
pull people together,
1091
01:09:10,200 --> 01:09:15,120
and the Johnnie Walker icon
has just become a symbol
of that in many places.
1092
01:09:15,160 --> 01:09:17,880
The strength of the idea
is infinite.
1093
01:09:17,920 --> 01:09:20,480
Keep walking, you know,
takes you everywhere.
1094
01:09:21,800 --> 01:09:25,720
[FULL STAR
BY DAN THE AUTOMATOR]
1095
01:09:27,360 --> 01:09:28,920
HEGARTY: People
need inspiration,
1096
01:09:28,960 --> 01:09:30,840
people need to
believe in something.
1097
01:09:30,880 --> 01:09:32,640
Keep walking.
1098
01:09:32,680 --> 01:09:34,120
Wear a face mask. Mmm.
1099
01:09:38,520 --> 01:09:41,600
WILLIAMS: It's a brand
that has existed
for 200 years.
1100
01:09:41,640 --> 01:09:45,720
There have been so many
global crises that have
been thrown at the world,
1101
01:09:45,760 --> 01:09:49,360
the Spanish Flu,
two world wars,
Prohibition.
1102
01:09:49,400 --> 01:09:54,840
But Johnnie Walker has grown
from strength to strength.
1103
01:09:54,880 --> 01:09:58,920
I believe that together
the global community
will overcome the crisis
1104
01:09:58,960 --> 01:10:01,560
and that we'll all
emerge stronger.
1105
01:10:01,600 --> 01:10:05,680
The human desire
to come together, to connect,
1106
01:10:05,720 --> 01:10:09,080
to socialize,
to share stories,
1107
01:10:09,120 --> 01:10:12,680
to laugh, to cry,
that will always exist.
1108
01:10:16,640 --> 01:10:19,960
CAPPADONNA: Just keep moving,
keep walking that walk.
1109
01:10:20,000 --> 01:10:22,560
Everything
don't got to be perfect.
Know what I mean?
1110
01:10:22,600 --> 01:10:25,760
You just got to do
the best that you can do.
1111
01:10:25,800 --> 01:10:28,800
Gotta keep walking, man,
and it's good for your health.
1112
01:10:28,840 --> 01:10:29,880
[CHUCKLES]
1113
01:10:36,160 --> 01:10:38,680
[FULL STARCONTINUES]
89302
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