Diageo, has today unveiled its new Johnnie Walker visitors experience, on Princes Street in Edinburgh.
The eight-floor venue, which was four and a half years in the making, is the centrepiece of Diageo’s £185million pound investment in Scotch whisky tourism in Scotland.
|Johnnie Walker Princes Street|
The building which is set over 71,500 sq ft, was formerly a department store for almost 100 years, and will contain 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.
Visitors will be able to take part in a Johnnie Walker Journey of Flavour tour, which will have their personal flavour preferences mapped with drinks tailored to their palate. With more than 800 flavour combinations available in the innovative dispensation systems, one person could visit every day for more than two years and not have the same experience twice.
Johnnie Walker Princes Street, which has over 150 diverse and talented new employees, speaking 23 languages between them, is also committed to contributing to the community by offering its award-winning hospitality training programme for unemployed people in its special Johnnie Walker Learning for Life academy.
The new venue, which can also host events in its 200 capacity space, opens its doors with a Green Tourism Gold Award – the highest sustainability accolade for a visitor attraction.
Commenting on the news, Ivan Menezes, Chief Executive of Diageo 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.”
Johnnie Walker Princes Street, opens its doors to the public at 13:00 on Monday 6th September.
Posted by Steve Rush