The Johnnie Walker visitor experience, is the focal point of a £150million investment in Scotch whisky tourism by leading global spirits company, the biggest single investment programme ever seen in the whisky tourism sector.
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| The planned new Johnnie Walker visitor experience |
The plans include a multi-sensory, immersive visitor experience across three floors, guiding people through the 200-year history of the brand, the art and science of whisky-making, and taking them on a journey through the flavours of Scotland.
There will also be a flexible events space for staging music, theatre, arts and community events, making the venue part of the thriving cultural life of the city, along with roof-top bars with views of Edinburgh Castle and across the city skyline to east, west and north, with the intention of making it one of the world’s most extraordinary iconic hospitality destinations.
The plans will see the restoration of the building at 146 Princes Street with many of its heritage features preserved where possible and integrated into the visitor experience. This will include restoring the famous clock on the corner of Princes Street and Hope Street.
Commenting on the news, David Cutter, Chairman of Diageo in Scotland, said: “This is another significant step forward in our journey to create an inspiring flagship destination for Johnnie Walker. We have had great support for our proposals from local stakeholders and businesses in Edinburgh and we are grateful to everyone who has helped us to get to this stage. We will continue to work with the local community as we now progress with construction and with making our plans a reality.”
The experience is expected to create between 160 to 180 new full-time equivalent jobs and to generate in the region of £135 million in tourism spend in the wider Edinburgh economy.
The news follows yesterday’s announcement from Diageo, that it has formally submitted plans to Argyll & Bute Council, for the redevelopment and reopening of its Port Ellen Distillery on Islay.
Posted by Steve Rush