A new eight-floor visitor experience located in the centre of Scotland’s capital city has been officially launched. It has been four and a half years in the making, but now Johnnie Walker Princes Street
is open, forming the centrepiece of Diageo’s £185 million investment in Scotch whisky tourism.
To mark the opening a Johnnie Walker
flag was raised above the landmark building by Ivan Menezes, chief executive, Diageo, and Barbara Smith, managing director of Johnnie Walker Princes Street, against the backdrop of Edinburgh’s iconic skyline, including the world-famous Edinburgh Castle.
Ivan Menezes and Barbara Smith raise the Johnnie Walker flag
Menezes 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.”
The vistor experience takes personalisation to a new scale, taking visitors on a Journey of Flavour that maps out their flavour preferences and drinks tailored to their palate. With more than 800 flavour combinations available in the dispensation systems, one person could visit Johnnie Walker Princes Street every day for more than two years and not have the same experience twice.
The building also holds a whisky treasury in the cellar and also a retail space where shoppers can select from rare and exclusive whiskies, fill their bottle and have them personalised.
Inside the experience at Princes Street
Johnnie Walker Princes Street opens its doors with a Green Tourism Gold Award – the highest sustainability accolade for a visitor attraction.
Smith said: “We’re thrilled to be opening the doors and helping to re-build the tourism and hospitality industry after a very difficult 18 months. The story of the world’s best-selling whisky has been brought to life with flair and imagination and we have built a team which includes some of the most talented individuals in their fields. We are now ready to welcome visitors and begin telling the next chapter of how we are woven into the fabric of Scotland’s history and communities.”
Johnnie Walker Princes Street opens its doors to the public at 1pm on Monday 6 September. Tickets for tours start from £25 per person, including a 90-minute tour and three personalised Scotch whisky samples (all samples are provided with carefully controlled measures and non-alcoholic alternatives available to all guests).
To book and for more information visit here