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