Justerini & Brooks
Justerini & Brooks is a historic London fine-wine and spirits merchant best known internationally for J&B Rare blended Scotch whisky.
Last updated August 31, 2026
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Overview
Justerini & Brooks is a British fine-wine and spirits merchant with origins in London’s St James’s district. The business was established in 1749 by Giacomo Justerini, a distiller’s son from Bologna, and George Johnson, an English investor. Its original role was to supply wine and spirits to aristocratic households in London, and it subsequently developed into a specialist merchant serving private collectors, hotels, restaurants, and other hospitality customers. The firm’s history is closely associated with royal and elite British consumption. It received its first Royal Warrant from King George III in 1761 and has been described as a supplier to every British monarch since that king’s coronation. During the eighteenth and nineteenth centuries, the business built a broad European sourcing network, dealing in wines and spirits from regions and cities including Bordeaux, Cadiz, Mayence, Reims, Genoa, Dijon, and Palermo. This merchant heritage remains important to the company’s identity, distinguishing it from a spirits brand focused solely on mass-market packaged products. The company adopted the name Justerini & Brooks in 1831, after the Johnson family sold its interest to Alfred Brooks. It later expanded beyond Britain, opening a New York office in 1866. Corporate ownership changed substantially during the twentieth century. In 1962, Justerini & Brooks merged with W&A Gilbey to create International Distillers & Vintners. Grand Metropolitan acquired that wider business in 1972, and the 1997 merger of Guinness and Grand Metropolitan formed Diageo. International Distillers & Vintners was then combined with United Distillers within Diageo’s spirits structure. In the modern market, Justerini & Brooks continues to operate as a specialist merchant, with offices associated with London, Edinburgh, and Hong Kong. Its activities include the selection, sale, and storage of fine wines and spirits. The company is particularly associated with wines from Burgundy, Barolo, and Germany, while its most internationally recognizable consumer product is J&B Rare, a blended Scotch whisky. J&B Rare is described as combining forty-two malt and grain whiskies, including whiskies from Knockando, Auchroisk, Strathmill, and Glen Spey. The J&B name also has a notable popular-culture profile. Its bottles appeared frequently in Italian crime, thriller, and erotic-comedy cinema during the 1970s, where the product could function as a visual shorthand for sophistication, cosmopolitan taste, or masculine affluence. J&B whisky has also appeared in films and fiction including The Thing, Moonstruck, Glengarry Glen Ross, and American Psycho, as well as in footage associated with The Beatles. These appearances helped make the label recognizable beyond its traditional merchant and Scotch-whisky contexts. Justerini & Brooks remains part of Diageo’s portfolio while retaining a distinct identity as a historic merchant and fine-wine specialist. Its current proposition combines provenance, access to collectible and premium wines, hospitality trade relationships, specialist storage, and the broader recognition of the J&B whisky label.
History
Justerini & Brooks began in London in 1749 as Johnson & Justerini, founded by Giacomo Justerini of Bologna and George Johnson. Justerini came from a distilling family, while Johnson provided the English commercial connection. The firm initially served aristocratic households by importing and selling wines and spirits. In 1760, Justerini returned to Italy and sold his interest to Johnson, who continued expanding the operation. Under Johnson and his successors, the merchant developed commercial relationships with producers and suppliers across continental Europe. Its sourcing network included Bordeaux, Cadiz, Mayence, Reims, Genoa, Dijon, and Palermo. The business received its first Royal Warrant from George III in 1761, establishing a long association with the British court. It is subsequently associated with supplying every British monarch since George III’s coronation. In 1831, the Johnson family sold its interest to Alfred Brooks. The company was renamed Justerini & Brooks, and its headquarters were established in Regent’s Park. The firm continued operating as a specialist wine and spirits merchant and began building an international presence, including a New York office opened in 1866. The twentieth century brought the company into larger drinks-industry structures. In 1962, Justerini & Brooks merged with W&A Gilbey to form International Distillers & Vintners. Grand Metropolitan took over that business in 1972. In 1997, Guinness merged with Grand Metropolitan to form Diageo. International Distillers & Vintners was combined with United Distillers to create United Distillers & Vintners within Diageo’s spirits operations. Justerini & Brooks consequently became part of the Diageo group while preserving its established trading identity. The merchant’s modern operations are centered on London, with offices associated with St James’s Street and Golden Square, as well as sales offices in Edinburgh and Hong Kong. It also uses the Octavian Vaults in Wiltshire, a large high-security wine-storage facility, and maintains additional storage facilities in Bordeaux, Hong Kong, and Hertfordshire. These arrangements support the handling of fine wines and spirits for collectors, restaurants, hotels, and other customers. Justerini & Brooks is now known for two complementary activities. The first is its specialist fine-wine business, with particular recognition for wines from Burgundy, Barolo, and Germany. The second is the J&B Scotch whisky business, especially J&B Rare, a blend made from malt and grain whiskies. The J&B label acquired a substantial cultural presence through film and television appearances, particularly in Italy during the 1970s and in several English-language films and works of fiction. The company therefore combines the heritage of a historic London merchant with the broader international visibility of a branded Scotch whisky.
- 1997
Became part of Diageo
[1]The Guinness–Grand Metropolitan merger created Diageo, and the relevant distillers’ businesses were reorganized within the new group.
- 1972
Acquired by Grand Metropolitan
[1]Grand Metropolitan took over International Distillers & Vintners.
- 1962
Merged into International Distillers & Vintners
[1]Justerini & Brooks merged with W&A Gilbey to form International Distillers & Vintners.
- 1866
New York office opened
[1]The company expanded internationally by opening an office in New York.
- 1831
Name changed to Justerini & Brooks
[1]Alfred Brooks acquired the Johnson family’s interest, and the business adopted the Justerini & Brooks name.
- 1761
First Royal Warrant
[1]The firm received its first Royal Warrant from King George III.
- 1760
Justerini leaves the partnership
[1]Giacomo Justerini returned to Italy and sold his interest to George Johnson, who continued developing the merchant.
- 1749
Business founded in London
[1]Giacomo Justerini and George Johnson established the wine and spirits business that later became Justerini & Brooks.
Products and positioning
A heritage British fine-wine and spirits merchant combining specialist sourcing and collector-oriented service with the international consumer recognition of J&B Scotch whisky.
Blended Scotch whisky
J&B Rare
J&B Rare is the company’s best-known consumer whisky. It is a blended Scotch made from malt and grain whiskies, with the blend described as containing forty-two components. Whiskies associated with the blend include Knockando, Auchroisk, Strathmill, and Glen Spey. The product gives the historic merchant a mass-recognized international spirits expression alongside its specialist fine-wine business.
Fine wine
Fine wine portfolio
Justerini & Brooks trades in premium and collectible wines for private collectors, hotels, restaurants, and other hospitality customers. Its recognized areas of selection include Burgundy, Barolo, and Germany. The portfolio reflects the company’s historic merchant role, emphasizing access to regional producers and specialist wine knowledge rather than a single proprietary wine label.
Brand decisions
1997
Integration into DiageoM&ABackground
Guinness merged with Grand Metropolitan, bringing their drinks businesses into a new multinational group.
Action taken
International Distillers & Vintners was combined with United Distillers within Diageo’s spirits structure.
Aftermath
Justerini & Brooks became part of Diageo while retaining its specialist merchant role and brand identity.
1962
Merger with W&A GilbeyM&ABackground
The company entered a period of consolidation in the drinks industry.
Action taken
Justerini & Brooks merged with W&A Gilbey to form International Distillers & Vintners.
Aftermath
The merchant became part of a larger drinks group, later leading to its ownership by Diageo.
1831
Adopted the Justerini & Brooks nameStrategyBackground
The Johnson family sold its interest in the established wine and spirits business to Alfred Brooks.
Action taken
The company was renamed Justerini & Brooks and continued operating as a specialist merchant.
Aftermath
The new name became the basis of the firm’s long-term merchant identity.
Sources1 sources
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