Black & White

Black & White is a legendary scotch whisky that created the creator of the drink, James Buchanan. It is the glory of a brilliant advertiser who managed to “untwist” the brand to the heights of the cult.

History

James Buchanan was born in a Glasgow farming family. His father and grandfather grew barley and wheat and at first James worked with them.

But then he moved to London and got a job as an agent at Charles Mackinlay & Co whiskey trading company. The new work opened up prospects for the study of drinks, the demand for them, the characteristic features of marketing and the psychology of connoisseurs of strong drinks.

Buchanans first experiment – a colorless mixture of single malt and grain whiskey with an inexpressive aroma, rather resembled vodka, not scotch. But the novice blender continued experiments, involved personal connections and those that he acquired during his work as a sales agent.

Soon, he arranged the delivery of his drink to all London theaters and to the bar of the House of Commons. Bottles with whiskey looked strict and concise: black glass, a white label with a black inscription symbolizing involvement in the political life of the capital and the connection with the powers that be: “House of Commons”.

Not surprisingly, lovers of spirits began to call whiskey in their own way. “Give me that one, black and white!” – every now and then could be heard in bars.

And Buchanan did not resist. He went to meet the consumer’s desire and changed the official name to Black and White.

The appearance on the label of two terriers is associated with a dog show, which Buchanan visited. Terriers captivated him with beauty and grace, and the color fit perfectly into the concept he had invented.

In 1915, Buchanan’s Black & White company entered into a merger with Dewar, which in 1925 became the Distillers Company. The Black & White brand today belongs to the alcohol giant Diageo, whose assets include representation in 80 countries, markets in 120 countries and a quarter of a million employees.

The motto of Diageo – “The festival of life is always with you!”- also fits the concept of Black & White scotch whisky as a drink that helps fill the black and white world with bright colors.

Ingenious advertising move

A true discovery in the field of marketing was Buchanan’s first advertising campaign. Not having at his disposal proven mechanisms for the regular supply of a drink that was delivered to bars exclusively by prior arrangement, the enterprising James came up with an original and even creative way of delivery. Boxes with bottles transported luxurious stagecoaches around London, the coachman had black and white livery, and black and white horse blankets on horses. Stagecoaches attracted the attention of passers-by, they were recognized, which means they also remembered whiskey. This delivery method existed until 1936.

In the 80s, they tried to conduct 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.

Black & White whisky characteristics

Despite the past one and a half centuries 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 the traditional shades of whiskey. Its light aroma with subtle notes of freshly cut grass, honey and peat allows you to use the drink in cocktails without risking affecting the original composition. The mild sweet taste and a short aftertaste are perfectly combined with desserts, fruits, coffee, so both bartenders and connoisseurs recommend the blend as an aperitif and digestive.