Johnnie Walker Princes Street is celebrating a huge milestone this week, having now welcomed more than one million visitors from around the world, just three years since opening its doors.

The venue leverages AI-powered personalisation technology to help guests discover their personal flavour profile, which is then used to tailor their experience on Johnnie Walker Princes Street’s signature “Journey of Flavour”. To date, the experience has collected the flavour profiles of over 100,000 guests. The experience seeks to inspire visitors to explore the wider world of Scotch Whisky as it relates to their own personal tastes, breaking down barriers including those around how the drink should be enjoyed by focusing on cocktail culture, serving almost 700,000 highballs and cocktails alone since opening.

Johnnie Walker Princes Street serves as a key destination within Scotland's diverse food and drink landscape, attracting visitors interested in the local culture. According to the Scotland Visitor Survey 2023, nearly half (46%) of visitors to the country engage in food and drink activities during their stay, with 26% visiting a whisky, gin distillery or brewery, and 21% visiting a whisky distillery.

The venue’s formula has proved successful, with Johnnie Walker Princes Street garnering a high “Net Promoter Score”, a trusted metric for measuring customer experience, of 85 and 91% of visitors’ perception of Johnnie Walker improving post visit using “brand conversion” tracking. The nearly 50/50 male and female gender split is a particular point of interest for the brand.

Vicki Miller, chief executive at VisitScotland, commented: “Since opening in 2021, Johnnie Walker Princes Street has become an essential attraction while complementing the burgeoning food and drink experiences across the city. Its popularity will no doubt have helped support the successful post-pandemic recovery of international tourism.”

Mark Kent, chief executive at the Scotch Whisky Association added: "We're delighted to see the continued growth of Scotch Whisky visitor centres and Scotch-centred tourism. From rural communities to our urban centres, Scotch Whisky is an anchor for economic growth, with visitor centres like Johnnie Walker Princes Street provide a perfect entry point to discover Scotland's food and drink, landscapes and history.”