The Reason Behind the Square Bottle

“I used to work as a bartender in Ginza in my twenties, so whisky has always been familiar to me. Back then, I preferred distinctive single malts like Talisker, but lately, I find myself drawn to mellow blended whiskies. Sometimes, after a satisfying day's work, I'll enjoy a glass while looking at my drawings.”

Blended whisky captivates Mr. Sorimachi. Its creation owes much to the acumen of John Walker, the founder of JOHNNIE WALKER.


In 1820, John Walker opened a grocery store in the small Scottish town of Kilmarnock. While the store sold single malt whiskies, the quality varied significantly depending on the distillery and cask. Taking inspiration from blending tea and spices, he combined single malt whiskies to create a superior, consistently high-quality blended whisky, which he offered exclusively to his best customers. The whisky quickly gained a reputation, leading to great success for the grocery business and laying the foundation for the JOHNNIE WALKER name.



Later, his son Alexander II, seeking global distribution, decided to entrust whisky sales to ship captains embarking on voyages. However, most whisky bottles at the time had a round-bottomed flask shape, making them fragile and inefficient to pack. To reduce breakage and improve packing efficiency, he devised the square bottle. Today, this iconic square bottle, a symbol of the brand, is the product of an idea born from facing adversity like a British gentleman.

“It’s a bottle that exudes a modern atmosphere, isn’t it? I imagine it was quite a novel design for its time. It conveys a spirit of looking ahead to the future.”

Taste and Aroma Evoking the British Landscape

Taste and Aroma Evoking the British Landscape

Along with the square bottle, the diagonally placed label is another hallmark of JOHNNIE WALKER. Its origin also showcases Alexander's exceptional business sense. In 1867, the "Extra Special Old Highland Whisky" was perfected, marking the beginning of the current blending style. Its exceptional quality became synonymous with the highest standard in whisky at the time.

At this time, Alexander conceived the idea of placing the label diagonally on the square bottle to allow for the largest possible font for the product name, determining that the ideal angle was 24 degrees.



“I believe this label was also an innovative idea for its time, and even today, the square bottle and diagonal label immediately identify it as JOHNNIE WALKER, making it a superb brand icon. The BLUE LABEL, in particular, with its royal blue bottle, is striking, as the name 'royal blue' suggests a noble color in Britain.”

Now, let's have Mr. Sorimachi actually enjoy the BLUE LABEL. Of course, using the "Perfect Serve": a 10-second sip of chilled water as a chaser, followed by the BLUE LABEL served neat.



“The fruity aroma spreads through the mouth, followed by a succession of aromas and flavors to enjoy. I think it's the charm of harmony. And this taste and aroma truly evoke the British landscape. It's a taste that perhaps Japanese blended whiskies can't quite achieve. Whisky is a drink to be enjoyed quietly and slowly. I see it as a partner for introspection or for conversations with loved ones. And of course, it looks quite dashing when enjoyed in a suit.”

The Striding Man: Symbol of the British Gentleman

The Striding Man: Symbol of the British Gentleman

Speaking of suits, Mr. Sorimachi also showed interest in the attire of the "Striding Man" (a gentleman striding forward) depicted on the side of the bottle. This image originated from a sketch drawn on the back of a napkin by Tom Browne, a popular cartoonist, during a luncheon with the Walker brothers, the founder's grandsons, in 1908.

At the time, the figure faced left, but since right is generally associated with the future and left with the past, it was changed to face right with the sentiment of "always walking towards the future." Today, this gentleman continues to walk the world, symbolizing the spirit of the brand.



“It's a tailcoat, the most formal attire. And a top hat and cane. It’s the traditional style of a British gentleman. It’s wonderful to imagine a time when a figure walking in such attire blended seamlessly into the cityscape. The Striding Man is surely recognized by many as a symbol of the British gentleman.”



Mr. Sorimachi's beloved bespoke suit is a one-of-a-kind creation born from the hands of artisans, exuding a unique elegance not found in mass-produced items. Similarly, BLUE LABEL has no quantifiable recipe; it relies solely on the experience, exceptional sense of smell, and taste of the blenders.

Mr. Sorimachi is drawn to British style because "it doesn't overstate itself, yet its style is well-established." It seems he has discovered a new favorite British taste today.


Akira Sorimachi
Born in Tokyo in 1966. Has been active as a freelance illustrator since 1991, creating illustrations and advertisements primarily for men's fashion magazines. His tall stature of 185cm, elegantly clad in bespoke suits, makes him a stylish figure and a regular subject in street snaps for numerous media outlets.

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