J&B Scotch Whisky's Slogans & Taglines

Justerini & Brooks traces its origins to 1749, when Italian distiller Giacomo Justerini and English merchant George Johnson established a wine and spirits business in London's Pall Mall. In 1831, Alfred Brooks acquired the firm and renamed it Justerini & Brooks, setting the stage for its transformation from a fine wine merchant to a global whisky house. The pivotal moment came in the early 1930s, when director Eddie Tatham and master blender Charlie Julian created J&B Rare—a blend of 42 malt and grain whiskies designed for the American palate. By 1963, J&B Rare was selling one million cases annually in the United States. The brand's slogans evolved from heritage-focused messaging to the youthful "Start a Party" campaign in 2007, and more recently to the experiential philosophy "Life's finest pleasures are developed over time but enjoyed in the moment." Today, under Diageo, the portfolio spans J&B Rare, J&B Jet, and Special Reserve, while the merchant arm continues to hold a Royal Warrant and operate as one of Britain's oldest fine wine and spirits merchants.