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Johnnie Walker’s flagship attraction gets the green light

Plans have been approved for the creation of a global flagship visitor experience for Johnnie Walker in Edinburgh
One of Edinburgh’s most important landmark buildings will be transformed into Johnnie Walker’s global flagship visitor experience, after the City of Edinburgh Council Planning Committee formally granted permission for the new tourist destination.

The visitor experience will be the focal point of a £150 million investment by Diageo, the biggest single investment programme in whisky tourism and in particular Scotch whisky.

The approved proposals will see the restoration of the building, located at 146 Princes Street, as well as creating more than 160 new full-time equivalent jobs.

The Planning Committee yesterday approved the application for the venue, which 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.

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.”

Cristina Diezhandino, Diageo global Scotch whisky director, said: “We are incredibly excited by our plans for the Johnnie Walker visitor experience in Edinburgh where people can explore, discover, and immerse themselves in story of the world’s leading whisky brand.

“We have ambitious plans to make this a truly world-leading attraction, drawing people from the four corners of the globe to Scotland and to give them an unforgettable experience in Scotch whisky and Scottish culture.”