One of Scotland’s most exciting visitor attractions is now open and Scotch whisky aficionados can expect to be wowed as they explore the experience and embark on a special journey of discovery, finds Karen Peattie
After much anticipation and four-and-a-half years in the making, Diageo’s Johnnie Walker Princes Street, the new eight-floor visitor experience for the world’s best-selling Scotch whisky, has opened in Edinburgh.
Johnnie Walker Princes Street is the centrepiece of Diageo’s £185 million investment in Scotch whisky tourism in Scotland – the largest single investment programme of its kind ever seen in Scotch whisky tourism.
The stunning facility, located in the former House of Fraser department store, features 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.
Outside, the famous – and now restored – Binns clock that has a been a familiar landmark on Princes Street for generations guides visitors to the building.
In 2019, the Scotch whisky industry attracted a record 2.16 million visitors and Johnnie Walker Princes Street, along with Diageo’s investment, will help rebuild Scotch whisky tourism for the future.
Other Diageo projects include 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. They form a network of whisky attractions the length and breadth of Scotland.
Barbara Smith, managing director of Johnnie Walker Princes Street, said: “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 ready to welcome visitors and begin telling the next chapter of how we are woven into the fabric of Scotland’s history and communities.”
Ivan Menezes, Diageo’s chief executive added: “Johnnie Walker Princes Street is a landmark investment in Scotch whisky and 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.”
Johnnie Walker Princes Street tickets start from £25 per person, including a 90-minute tour and three personalised Scotch whisky samples. To book and for more information visit: www.johnniewalkerprincesstreet.com
FACT FILE
Set over 71,500sqft, Johnnie Walker Princes Street takes the concept of personalisation to a scale never before seen in a global drinks visitor experience
Visitors on the Johnnie Walker Journey of Flavour tour will have their personal flavour preferences mapped with drinks tailored to their palate
With more than 800 flavour combinations available in the innovative dispensation systems, one person could visit Johnnie Walker Princes Street every day for more than two years and not have the same experience twice
Over 150 diverse and talented new employees, speaking 23 languages between them, will bring to life the 200-year story
The cellar has become a true whisky treasury with some of the most unique whisky casks in the world gently maturing and waiting to be sampled by guests
The building – a department store for almost 100 years – contains a state-of-the-art experiential retail space where shoppers can select from rare and exclusive whiskies, fill their own bottles and have them personalised
Johnnie Walker Princes Street opens its doors with a Green Tourism Gold Award – the highest sustainability accolade for a visitor attraction. The building includes roof terrace planters to provide herbs for garnishes and infusions for drinks, a sedum roof covering and bird boxes to encourage biodiversity
Johnnie Walker Princes Street is committed to contributing to the community by offering its award-winning hospitality training programme for unemployed people in its Johnnie Walker Learning for Life academy
The building can host events in its 200-capacity space
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