“Black and White” is a legendary scotch that created the fame of the creator of the drink, James Buchanan, as a brilliant advertiser who managed to “promote” the trademark to the heights of a cult.
Historical reference. James Buchanan was born into a Glasgow farming family, his father and grandfather grew barley and wheat, at first James worked with them. But then he moved to London and got a job as an agent for the whiskey company Charles Mackinlay & Co. The new work opened up prospects for the study of drinks, demand for them, the characteristics of marketing and the psychology of connoisseurs of spirits.
Buchanan’s first experience was a colorless blend of single malt and grain whiskey with an inexpressive aroma, more like vodka than scotch. But the novice blender continued to experiment, using personal connections and those that he acquired while working as a sales agent. He soon arranged the supply of his drink to all London theaters and to the bar of the House of Commons. Whiskey bottles looked strict and concise: black glass, a white label with a black inscription symbolizing involvement in the political life of the capital and connection with those in power: “House of Commons”. It is not surprising that lovers of strong drinks began to call whiskey in their own way. “Give me that one, black and white!” – now and then heard in the bars. And Buchanan did not resist, went towards consumer desire – he changed the official name to Black and White.
The appearance of two terriers on the label is associated with a dog show that Buchanan attended. Terriers captivated him with their beauty and grace, and the color perfectly fit into the concept he invented.
In 1915, Buchanan’s Black & White Company entered into a merger contract with the Dewar Companies, which became the Distillers Company Corporation in 1925. The Black and White brand is now owned by the alcohol giant Diageo, which has offices in 80 countries, markets in 120 countries and a quarter of a million employees. Diageo’s motto: “The celebration of life is always with you!” The concept of Black & White scotch is also suitable – a drink that helps to fill the black and white world with bright colors.
Brilliant publicity stunt
Buchanan’s first advertising campaign was a real discovery in the field of marketing. Having no proven mechanisms at his disposal for regular deliveries of the drink, which was delivered to bars exclusively by prior order, the enterprising James came up with an original and even creative delivery method. Crates of bottles carried luxurious stagecoaches around London, the coachman wore a black-and-white livery, and the horses wore black-and-white blankets. Stagecoaches attracted the attention of passers-by, they were recognized, which means that whiskey was also remembered. This method of delivery existed until 1936.
In the 80s, they tried to hold a similar campaign in Paris, using buses instead of stagecoaches, but the action was unsuccessful – not only did not arouse interest among potential consumers, but also caused numerous complaints from Parisians to the municipality.
Drink Features
Despite the past century and a half since the release of the first Black & White whiskey (40%), the recipe features and taste of the drink remain unchanged. As with Buchanan, the blend remains the same light – at least a tone lighter than traditional whiskey shades. Its light aroma with subtle notes of freshly cut grass, honey and peat allows you to use the drink in cocktails without the risk of affecting the original composition. Soft sweetish taste and short aftertaste go well with desserts, fruits, coffee, so the blend is recommended by both bartenders and connoisseurs as an aperitif and digestif.
