Diageo has launched the Johnnie Walker Princes Street visitor experience in Edinburgh, the centrepiece of Diageo’s £185m investment in Scotch whisky tourism in Scotland.
“This is a proud day for everyone,” said Ivan Menezes, chief executive of Diageo.
“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.
£185m investment in Scotch whisky tourism
“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 covers 71,500 square feet. It features the ‘On the Journey of Flavour’ tour where visitors have their personal preferences mapped with tailored drinks.
There are more than 800 flavour combinations available in the attraction’s innovative dispensation systems. The building also features an experiential retail space selling rare and exclusive whiskies that can be personalised.
“We’re thrilled to be opening the doors and helping to rebuild the tourism and hospitality industry after a very difficult 18 months,” said Barbara Smith, managing director of the attraction.
She added: “The story of the world’s best-selling whisky has been brought to life with flair and imagination and we have built a team that includes some of the most talented individuals in their fields.”
Johnnie Walker attraction open in Edinburgh
The Johnnie Walker attraction is crowned by rooftop bars and a terrace with views of the city. The Explorers’ Bothy whisky bar is stocked with 150 different whiskies, while the 1820 cocktail bar pairs drinks with a curated menu.
Johnnie Walker Princes Street has achieved a Green Tourism Gold Award, the highest sustainability accolade for a visitor attraction. The terrace boasts planters, bird boxes, and a sedum roof covering.
Last year, Diageo opened the multi-million pound Glenkinchie Distillery visitor attraction, the first of four corner distilleries linked to Johnnie Walker across Scotland.
Johnnie Walker Princes Street is the flagship attraction. The four additional distilleries are at Glenkinchie, Cardhu, Caol Ila and Clynelish, representing the four corners of Scotland.