Diageo has opened a dazzling new eight-floor new visitor experience for its best-selling Johnnie Walker Scotch Whisky in the heart of Scotland’s capital city, Edinburgh.
Four and a half years in the making, Johnnie Walker Princes Street is the centrepiece of the brand’s £185million investment in Scotch whisky tourism in Scotland.
Formerly a traditional department store, the building features a state-of-the-art experiential retail space where shoppers can select from rare and exclusive whiskies, fill their own bottles and have them personalised.
Diageo Chief Executive Ivan Menezes said: “This is a proud day for everyone. Last year Johnnie Walker celebrated 200 years since founder John Walker opened the doors to his small grocery store and today represents the next chapter of the incredible story. Johnnie Walker Princes Street is a landmark investment in Scotch whisky and into Scotland and it sets a new standard for immersive visitor attractions. It celebrates Scotland’s remarkable heritage, our incredible skilled whisky-makers, and looks to the future by engaging new generations of consumers from around the world in the magic of Scotch whisky.”
Princes Street will offer a “Journey of Flavour” tour, giving visitors the chance to have their personal flavour preferences mapped with drinks tailored to their palate.
There are more than 800 flavour combinations available in the innovative dispensation systems, meaning visitors could visit every day for more than two years and not have the same experience twice.
Johnnie Walker Princes Street features rooftop bars and a terrace with breath-taking views of the Edinburgh skyline, including the Explorers’ Bothy whisky bar stocked with 150 different whiskies, and the 1820 cocktail bar where drinks are paired with a carefully curated menu sourced from, and representing in culinary form, the four corners of Scotland.
“We’re thrilled to be opening the doors and helping to re-build the tourism and hospitality industry after a very difficult 18 months,” said Barbara Smith, Managing Director of Johnnie Walker Princes Street. “The story of the world’s best-selling whisky has been brought to life with flair and imagination and we have built a team which includes some of the most talented individuals in their fields. We are now ready to welcome visitors and begin telling the next chapter of how we are woven into the fabric of Scotland’s history and communities.”
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