Johnnie Walker Black Label has carried that name since 1909, when the house rebranded its range and the whisky formerly sold as Extra Special Old Highland became Black Label. It is the 12 year old of the family and one of the world's best selling Scotch whiskies.
The recipe is single malts and grain whiskies from the four corners of Scotland, each aged in cask for at least 12 years and blended to 40 per cent. After 1909 Cardhu became the main malt in the Red and Black Labels. Add more peaty malts to the same recipe and you get Double Black, which makes Black Label the gentler-smoked of the two: deep layers of sweet fruit, spice and vanilla wrapped in a cloak of smoke.
The bottle is part of the character. Alexander Walker introduced the square bottle in 1860, with the label set on a slant.
The brand suggests drinking it neat, on the rocks, in a highball or in cocktails. Lengthened with soda over a tall column of ice, the smoke stays in the background and the sweet fruit comes forward. A long strip of lemon peel twisted over the top suits it.