Monday, May 30, 2016


Diageo has announced the launch of Europe's first Johnnie Walker House, Scotch whisky embassy at Schiphol Airport in Amsterdam.

Following the success of the Johnnie Walker House launches in Singapore, Mumbai and Taiwan, the latest embassy at Amsterdam’s Schiphol Airport, has been designed to inspire travellers by bringing to life the history and provenance of the Johnnie Walker brand.

Johnnie Walker House at Amsterdam's Schiphol Airport

Open to all travellers passing through Lounge 2 at Schiphol, the latest Johnnie Walker House will allow guests to explore the craftsmanship behind Johnnie Walker, through a unique sensorial journey to touch, nose and taste the elements that make up its blends.

Built over two stories, the Johnnie Walker House Amsterdam Schiphol Airport features copper, water, barley, peat and oak in its design, immersing travellers in a part gallery, part museum experience which encapsulates the rich history of the whisky making experience.

Key features include a 'whisky constellation wall' dedicated to the Johnnie Walker art of blending, and providing a comprehensive index for single malt Scotch whiskies and a 'flavour wall' showcasing the meeting of science and art in the blending process.

Commenting on the launch, Doug Bagley, Managing Director, Diageo Global Travel and Middle East, said: "Over the past few years, we've had exceptional success and fantastic consumer feedback from our Johnnie Walker House openings in airports across Asia. Now we are bringing this unique experience to Europe for the first time, and we're confident it will similarly surprise and delight consumers in this market. Our aim is to immerse visitors in something totally different from the norm in travel retail, giving them an exclusive insight into the Johnnie Walker story and access to some of the world's finest Scotch Whiskies."

To celebrate the opening of the new embassy, a limited edition Johnnie Walker House Blue Label - Schiphol Limited Edition, will be available exclusively to visitors at Amsterdam’s Schiphol Airport.

Posted by Steve Rush