In celebration of its 200th anniversary, the world-famous whisky producer
has launched Johnnie Walker Princess Street, an eight-floor new visitor
experience in the heart of Scotland’s capital.
Opening on Monday 6 September, Johnnie Walker Princess Street uses
innovative technology to reimagine the rational whisky tour experience,
over the 71,500 sq ft premises. Visitors will embark on a personalised
journey of flavour and discovery of unique flavours and tastes, and learn
about the brand’s 200-year-old journey, according to Retail & Leisure
International.
Ivan Menezes, the CEO of Diageo 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.”
Taking four and a half years to create, it is the centrepiece of Diageo’s
£185 million investment in Scotch whisky tourism in Scotland, and the
single largest investment programme of its kind in the sector.
The Scotch Whisky industry attracted 2.16 million visitors in 2019, and
Johnnie Walker Princes Street and Diageo’s £185m tourism investment
programme aims to reboot Scotch whiskey tourism post-pandemic.
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, linked to Johnnie Walker Princes Street to form a world-class
network of attractions the length and breadth of Scotland.
Johnnie Walker Princes Street is crowned by two world-class rooftop bars
and a terrace with breathtaking views of the Edinburgh skyline, including
the Explorers’ Bothy whisky bar stocked with 150 different whiskies, and
the 1820 cocktail bar where drinks are paired with a carefully curated menu
sourced from, and representing in culinary form, the four corners of
Scotland.
Tickets for tours start from £25 per person, including a 90-minute tour and
three personalised Scotch whisky drinks. (all samples are provided with
carefully controlled measures and non-alcoholic alternatives available to
all guests)
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