Red Label was first unveiled in 1906 by Alexander Walker as a powerful combination of spicy, smoky malts and lingering, lighter grains. He called it “Special Old Highland Whisky.” In 1909, Alexander renamed it “Johnnie Walker Red Label” in deference to his consumers who were already using ‘Red Label’ as shorthand when ordering the brand.J Johnnie Walker Red Label Scotch Whisky is a rich, full-bodied blend of up to 35 of the finest aged single malt and grain whiskies. Johnnie Walker Red Label Scotch Whisky is a rich, full-bodied blend of up to 35 of the finest aged single malt and grain whiskies. Red Label was first unveiled in 1906 by Alexander Walker as a powerful combination of spicy, smoky malts and lingering, lighter grains. He called it “Special Old Highland Whisky.” In 1909, Alexander renamed it “Johnnie Walker Red Label” in deference to his consumers who were already using ‘Red Label’ as shorthand when ordering the brand.