Diageo opens landmark global Johnnie Walker visitor experience

Today we have launched Johnnie Walker Princes Street, the eight-floor new visitor experience for the world’s best-selling Scotch whisky, in the heart of Scotland’s capital city.

Four and a half years in the making, Johnnie Walker Princes Street is the centrepiece of our £185million pound investment in Scotch whisky tourism in Scotland – the largest single investment programme of its kind ever seen in Scotch whisky tourism.

To mark the opening, a Johnnie Walker flag was raised above the landmark building by Diageo’s Chief Executive, Ivan Menezes, and the Managing Director of Johnnie Walker Princes Street, Barbara Smith.

• Set over 71,500 sq ft, Johnnie Walker Princes Street takes the concept of personalisation to a scale never before seen in a global drinks visitor experience.
• On the Journey of Flavour tour visitors will have their personal flavour preferences mapped with drinks tailored to their palate.
• There are more than 800 flavour combinations available in the innovative dispensation systems meaning you could visit 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, have been recruited and will bring to life the 200-year story of the Johnnie Walker brand.
• Formerly a traditional department store, the building features 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 – and on the roof terrace are planters to provide herbs for garnishes and infusions for drinks, a sedum roof covering and bird boxes to encourage biodiversity.