Scotch whisky brand Johnnie Walker has opened the Johnnie Walker Princes Street, an eight-floor visitor experience in the heart of Scotland.
At over 71,500 sq ft, the Johnnie Walker Princes Street was built using world-first technology to reimagine a traditional whisky tour experience. Visitors will be taken on a personalized journey of flavor and discovery while learning about the fascinating 200-year-old journey of Johnnie Walker.
“Last year, Johnnie Walker celebrated 200 years since founder John Walker opened the doors to his small grocery store. Today represents the next chapter of that 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 skilled
whisky-makers, and looks to the future by engaging new generations of consumers from around the world in the magic of Scotch whisky,” said Ivan Menezes, chief executive of Diageo.
When visiting Johnnie Walker Princes Street, guests will have the opportunity to have their personal flavor preferences mapped with drinks tailored to their palate.
Four and a half years in the making, Johnnie Walker Princes Street is the centerpiece of Diageo’s £185million pound investment (approximately P12.75 billion) in Scotch whisky tourism in Scotland. It is the largest single investment program of its kind.
Barbara Smith, managing director of Johnnie Walker Princes Street, said, “We’re thrilled to be opening the doors and helping to rebuild the tourism and hospitality industry after a very difficult 18 months.”
In 2019, the Scotch Whisky industry drew a record 2.16 million visitors.
Johnnie Walker Princes Street and Diageo’s £185-million tourism investment program aim to rebuild Scotch whisky tourism. The investment includes the transformation of distillery visitor experiences around Scotland including Glenkinchie, Clynelish, Cardhu and Caol Ila — the Lowland, Highland, Speyside and Islay homes of Johnnie Walker.
Johnnie Walker Princes Street tickets for tours start at £25 (approximately P1,700) per person. It includes a 90-minute tour and three personalized Scotch whisky drinks.
For more information, visit www.johnniewalker princess street.com.