London-based multinational beverage company Diageo has announced the opening of Johnnie Walker Princes Street- an eight-storey visitor experience for the world’s best-selling brand of Scotch whisky- in Edinburgh. Customers will be able to visit the attraction from next week.
The opening of Johnnie Walker Princes Street marks the culmination of a four-and-a-half-year project and is the centrepiece of Diageo’s £185 million investment to promote Scotch whisky tourism in Scotland. The 71,500 sq ft attraction offers tours that will map the personal flavour preferences of visitors, a whisky collection, sampling opportunities, two rooftop bars and a terrace with views over the city. It is housed in a landmark former House of Fraser department store.
“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,” says Jonnie Walker Princes Street managing director Barbara Smith.
VisitScotland chief executive Malcolm Roughead describes the centre as “an exceptional addition to Edinburgh’s world-class experiences, demonstrating the confidence international brands have in the capital city whilst supporting the Scottish tourism recovery.”
“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,” Diageo chief executive Ivan Menezes said.
Diageo has reportedly invested in distillery experiences around Scotland to create a network of attractions across the country.
