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DIAGEO’S Johnnie Walker Princes Street, the eight-floor new visitor experience for the world’s best-selling Scotch whisky, has today been launched in the heart of Scotland’s capital city. Four and a half years in the making, Johnnie Walker Princes Street is the centerpiece of Diageo’s £185million pound investment in Scotch whisky tourism in Scotland – the largest single investment program of its kind ever seen 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, Chief Executive, 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.
“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,” Menezes said.
Johnnie Walker Princes Street is also committed to contributing to the community by offering its award-winning hospitality training program for unemployed people in its special Johnnie Walker Learning for Life academy. The building can also host events in its 200-capacity space.
Meanwhile Barbara Smith, Managing Director of Johnnie Walker Princes Street, 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.
In 2019, the Scotch Whisky industry attracted a record 2.16 million visitors and Johnnie Walker Princes Street, and Diageo’s £185m tourism investment program aims to help rebuild Scotch whisky tourism for the future. 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 will open its doors to the public at 1 pm on Monday 6th September. Tickets for tours start from £25 per person, including a 90-minute tour and three personalized Scotch whisky samples (all samples are provided with carefully controlled measures and non-alcoholic alternatives available to all guests). [PRNewswire/photo special]
