A Long Stride

A Long Stride
Автор книги: id книги: 1931407     Оценка: 0.0     Голосов: 0     Отзывы, комментарии: 0 2510,05 руб.     (24,47$) Читать книгу Купить и скачать книгу Купить бумажную книгу Электронная книга Жанр: Кулинария Правообладатель и/или издательство: Ingram Дата добавления в каталог КнигаЛит: ISBN: 9781838852085 Скачать фрагмент в формате   fb2   fb2.zip Возрастное ограничение: 0+ Оглавление Отрывок из книги

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Описание книги

The history of Johnnie Walker, tracing its roots back to 1820, is also the history of Scotch whisky. But who was John Walker – the man who started the story? And how did his business grow from the shelves of a small grocery shop in Kilmarnock to become the world’s No. 1 Scotch?
A Long Stride tells the story of how John Walker and a succession of ingenious and progressive business leaders embraced their Scottish roots to walk confidently on an international stage. By doing things their own way, Johnnie Walker overturned the conventions of late Victorian and Edwardian Britain, survived two world wars and the Great Depression, coming back stronger each time, to become the first truly global whisky brand, revolutionising the world of advertising along the way. Ultimately the story is a testament to how an obsession with quality and a relentless drive to always move forward created a Scotch whisky loved in every corner of the world

Оглавление

Nicholas Morgan. A Long Stride

CONTENTS

PROLOGUE

ACKNOWLEDGEMENTS

IMAGE PERMISSION CREDITS

PLATE SECTION IMAGES

NOTES

INDEX

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Prologue

Chapter 1: Tea and Whisky: A Grocery Shop in Kilmarnock

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Further up the road, James Hardie’s Genuine Tea, Wine, Foreign and British Spirit Warehouse advertised ‘Fine Grain Whisky’ at 6s. to 7s. per gallon, and ‘Fine Strong Grain Whisky’ at 7s. 6d. to 8s. per gallon.39 There was certainly no shortage of pot-still grain whisky on the market, albeit much of it was still being shipped to England for rectification into gin. Both the techniques and economics of production of whisky from ‘raw grain’ were fully understood, as were in particular the economies of scale that resulted from producing raw grain spirit in larger distilleries as opposed to the typical Highland small stills, highly prized for the production of full-flavoured single malt whisky.40

The blending of grain and malt whisky was also a common and well-understood, if unspoken, practice which it is impossible to think was not influenced by the skills of the tea blender, given shared practitioners and a common approach of blending light and heavy, the expensive with the less expensive, the good with the less good. Giving evidence to the Royal Commission on Whisky in 1908, James Mackinlay of Leith recalled a handbook in the firm’s office that showed that ‘blending or mixing was a very old affair’.41 Alexander Peddie’s The Hotel Inn Keeper Vintner and Spirit Dealer’s Assistant, published in Glasgow in 1825, was intended for the young publican and innkeeper so that:

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