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Justerini & Brooks reclaims UK distribution of J&B Rare whisky

Published:  02 May, 2018

Justerini & Brooks has reclaimed the exclusive UK distribution of its house whisky - J&B Rare, after a 21 year gap.

The 'return home' of the whisky, which had been distributed by Diageo through a third party, will see the spirit join Justerini & Brooks’ existing portfolio of fine wines and rare malts with immediate effect.

The “reclaim” marked a “pivotal moment” in the fine wine merchant’s standing association with its house brand, said MD Chadwick Delaney.

“A whisky we created in the 1930s and then built up over the ensuing decades is returning home after a 21 year gap and we are all excited to be bringing this iconic brand to a new generation of customers who can experience a piece of our history,” he said, adding the tipple sat at the heart of Justerini & Brooks.

Promoted as the wine merchant’s whisky, Justerini & Brooks created J&B Rare in the early 1930s. The whisky rose to prominence from its public association with the Hollywood Rat Pack of the 1950s and ‘60s.

By 1997, the last year Justerini & Brooks distributed J&B Rare, the whisky was selling 6 million cases a year; making it the second biggest selling Scotch whisky in the world, according to the company.

The pedigree bottling of J&B Rare still retains its signature blend of prestigious single malt and grain whiskies from across Speyside, featuring ‘heart malts’ from Knockando, Auchroisk, Strathmill and Glen Spey.