Diageo plc, 8 Henrietta Place
London W1G ONB
Tel: +44 (0) 207927 5200
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history dates back to 1749 when Giacomo Justerini, an Italian
from Bologna, came to London to woo the Italian opera singer,
Margherita Bellino. Spurned, he remained in London and set
himself up as a wine merchant in Pall Mall with his English
partner, George Johnson. Together they ran a very fashionable
and successful business catering to London's high living
In 1760 Johnson and Justerini won the first of their nine
Royal Warrants (as suppliers of fine wines and spirits to
the Royal Household) from King George III. Years later on
June 17, 1779 Johnson and Justerini advertised their fine
wines and spirits and liqueurs in The Morning Post.
This included 'Usquebaugh' - the original name of whisky
and the first recorded advertisement in J&B's history.
Alfred Brooks bought the business from the third generation
of Johnsons in 1831 and renamed it Justerini and Brooks.
In the 1930s, J&B Rare as we know it today was born.
It was created primarily for when Prohibition in the United
States was lifted to give Americans something palatable
after all the illegal moonshine they had been drinking.
In 1958 J&B became a regular in Las Vegas. It was enjoyed
on stage by many of the stars of the time such as Frank
Sinatra, Dean Martin and Sammy Davis Jr who featured the
brand not only in their shows but also 'about town' in the
In 1962 J&B Rare was introduced to Spain and it grew
to become the No. 1 whisky. It took off in the USA in 1963
and sales reached one million cases. The same year the originator
of J&B Rare, Eddie Tatham retired. And by the 1970s,
J&B Rare was established
Each time you sip J&B Rare, 42 different whiskies pass
through your lips. They are carefully blended together to
create a subtle, smooth and complex flavour. The delicate
balance is what gives J&B Rare its distinctive character.
If even one whisky was taken away, you would taste the difference.
The heart of J&B Rare is formed by Speyside Malt Whiskies.
They provide the fruity, fresh quality you can taste and
give J&B its light colour. Speyside is recognised as
the superior area in Scotland for making malts. Added to
that are some of the finest grain whiskies Scotland has
to offer. They help reveal the individual flavours of the
various malts, unveiling the pleasant, smooth character
of J&B Rare.
J&B is the No. 1 Scotch whisky in Europe and the No.
2 in the world with its delicate rounded and balanced flavour
which produces a uniquely smooth, long lasting and satisfying
Courtesy of J&B