{"id":123684,"date":"2015-06-26T08:40:00","date_gmt":"2015-06-26T08:40:00","guid":{"rendered":"https:\/\/bm.dev.synology.me\/?p=123684"},"modified":"2015-06-26T08:40:00","modified_gmt":"2015-06-26T08:40:00","slug":"a-ramas-cu-417-lire-dupa-ce-si-a-vandut-ferma-cu-acesti-bani-a-creat-cea-mai-vanduta-marca-de-whisky-din-lume","status":"publish","type":"post","link":"https:\/\/bm.dev.synology.me\/?p=123684","title":{"rendered":"A r\u0103mas cu 417 lire dup\u0103 ce \u015fi-a v\u00e2ndut ferma. Cu ace\u015fti bani a creat cea mai v\u00e2ndut\u0103 marc\u0103 de whisky din lume"},"content":{"rendered":"

\nJohn Walker \u015fi fiul s\u0103u, Alexander, sunt cei care au pus bazele Johnnie Walker, cea mai distribuit\u0103 marc\u0103 de whisky la nivel mondial, v\u00e2ndut\u0103 \u00een aproape fiecare \u0163ar\u0103, cu un volum de 130 de milioane de sticle comercializate anual.<\/p>\n

\nJohn Walker s-a n\u0103scut \u00een anul 1805, \u00eentr-o familie de fermieri din ora\u015ful Kilmarnock, aflat \u00een regiunea sco\u0163ian\u0103 Ayrshire. Tat\u0103l s\u0103u, Alexander, a murit \u00een anul 1820, c\u00e2nd fiul s\u0103u avea doar 14 ani.<\/p>\n

\nA r\u0103mas cu 417 lire \u00een urma v\u00e2nz\u0103rii fermei de\u0163inute de familia sa, bani pe care a decis s\u0103 \u00eei investeasc\u0103 \u00een achizi\u0163ia unui magazin alimentar \u00een care vindea \u015fi b\u0103uturi alcoolice. \u00cen 1850, a creat prima marc\u0103 proprie de whisky, Walker\u2019s Kilmarnock Whisky, \u015fi a \u00eenceput s\u0103 o v\u00e2nd\u0103 \u00een magazinul s\u0103u. \u00cen 1852, afacerile lui Walker sale au fost afecatate de o inunda\u0163ie puternic\u0103, care a distrus \u00eentregul stoc de marf\u0103.<\/p>\n

\nBusinessul \u015fi-a revenit \u00een c\u00e2\u0163iva ani, mai cu seam\u0103 datorit\u0103 fiului lui Walker, Alexander (Alec), n\u0103scut \u00een 1837, care s-a al\u0103turat afacerilor \u015fi a propus v\u00e2nzarea \u00een regim en gros a whisky-ului. P\u00e2n\u0103 atunci, Alexander Walker \u015fi-a f\u0103cut ucenicia \u00een cadrul unui comerciant de ceai din Glasgow, unde a \u00eenv\u0103\u0163at meseria mix\u0103rii ceaiului. \u00cen 1857, Johnnie Walker a murit, iar fiul s\u0103u, Alec, a preluat conducerea afacerii. \u00cen 1860, \u00een perioada de boom a Imperiului Britanic, Alexander Walker a observat poten\u0163ialul cre\u015fterii afacerii printr-o \u00een\u0163elegere cu c\u0103pitanii de vase: \u00een schimbul unei cote parte din profit, i-a convins s\u0103 distribuie whisky-ul creat de el \u00een \u00eentreaga lume.<\/p>\n

\n\"\"<\/p>\n

\nPrin intermediul acestui canal ingenios de distribu\u0163ie, Walker\u2019s Kilmarnock Whiksy ajunge s\u0103 fie comercializat la nivel interna\u0163ional. Talentul de business al lui Alex cre\u015fte v\u00e2nz\u0103rile whisky-ului Walker\u2019s Kilmarnock la 450.000 de litri pe an.<\/p>\n

\nAstfel, dac\u0103 p\u00e2n\u0103 la moartea tat\u0103lui s\u0103u v\u00e2nz\u0103rile de whisky reprezentau aproximativ 8% din veniturile firmei, dup\u0103 preluarea de c\u0103tre el procentul a crescut p\u00e2n\u0103 la 90%. \u00cen 1862, t\u00e2n\u0103rul Walker \u015fi-a folosit cuno\u015ftin\u0163ele dob\u00e2ndite \u00een stagiul de ucenicie \u00een scopul realiz\u0103rii whisky-ului Old Highland Whisky, prima variant\u0103 a Johnnie Walker Black Label, amestecul ce a f\u0103cut faimos brandul Johnnie Walker.<\/p>\n

\n \u00cen 1867 a \u015fi \u00eenregistrat aceast\u0103 marc\u0103, brandul s\u0103u devenind unul dintre primele m\u0103rci \u00eenregistrate din lume. Un alt aspect ingenios al afacerii, pus la punct tot de Alexander, a fost sticla \u00een form\u0103 p\u0103trat\u0103, realizat\u0103 astfel din ra\u0163iuni de eficientizare a spa\u0163iului pe vase \u015fi care ajunge s\u0103 devin\u0103 un instrument de marketing, sticla fiind astfel u\u015for recognoscibil\u0103.<\/p>\n

\nAlt\u0103 caracteristic\u0103 inedit\u0103 a designului sticlei era modul de aplicare a etichetei, la un unghi de 24 de grade, permi\u0163\u00e2nd astfel ca textul s\u0103 fie scris la dimensiune mai mare \u015fi s\u0103 fie astfel mai vizibil. \u00cen 1889, Alec Walker a murit, iar afacerea a fost preluat\u0103 de fiii s\u0103i, Alexander II \u015fi George P. Walker. George era axat pe managementul companiei, iar Alexander pe conceperea re\u0163etelor.<\/p>\n

\nCei doi au extins linia de produc\u0163ie. \u00cen 1908, odat\u0103 cu numirea managing directorului James Stevens, are loc un rebranding al m\u0103rcilor, iar Walker\u2019s Kilmarnock Whiskies devine Johnnie Walker Whisky, este ad\u0103ugat sloganul \u201eBorn 1820 \u2013 Still Going Strong\ueb53, c\u00e2t \u015fi logo-ul cunoscut al m\u0103rcii, creat de ilustratorul Tom Browne, \u00een onoarea fondatorului.<\/p>\n

\nCompania s-a al\u0103turat Distillers Company \u00een 1925, iar \u00een 1986 Distillers Company a fost achizi\u0163ionat\u0103 de Guinness. Guiness a fuzionat cu Grand Metropolitan, form\u00e2nd Diageo, \u00een 1997. Johnnie Walker nu se mai produce \u00een Kilmarnock din cauza unui program de restructurare a companiei \u00een Sco\u0163ia, ce a presupus mutarea produc\u0163iei \u00een Leven, Fife, \u015fi \u00een Shieldhall, Glasgow. Uzina Johnnie Walker, cel mai mare angajator din Kilmarnock, a fost \u00eenchis\u0103 \u00een martie 2012.<\/p>\n","protected":false},"excerpt":{"rendered":"

John Walker \u015fi fiul s\u0103u, Alexander, sunt cei care au pus bazele Johnnie Walker, cea mai distribuit\u0103 marc\u0103 de whisky la nivel mondial, v\u00e2ndut\u0103 \u00een aproape fiecare \u0163ar\u0103, cu un volum de 130 de milioane de sticle comercializate anual. John Walker s-a n\u0103scut \u00een anul 1805, \u00eentr-o familie de fermieri din ora\u015ful Kilmarnock, aflat \u00een […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3826],"tags":[81,16563,246,14111,4669,22407,4899,292,4878,7763],"class_list":["post-123684","post","type-post","status-publish","format-standard","hentry","category-special","tag-afaceri","tag-comercializare","tag-crestere","tag-deces","tag-familie","tag-fiu","tag-marca","tag-mondial","tag-vanzare","tag-whisky"],"_links":{"self":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/123684","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=123684"}],"version-history":[{"count":0,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/123684\/revisions"}],"wp:attachment":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=123684"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=123684"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=123684"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}