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Johnnie Walker House opens in Shanghai

The Johnnie Walker House, Shanghai officially opened its doors on May 19, 2011. Located in the city's Sinan Mansions, it is an embassy for whisky culture and the first of its kind outside Scotland.

Feature

Johnnie Walker House Shanghai

The Johnnie Walker House, Shanghai continues the brand's long tradition of delivering innovative marketing and opens a new chapter in the enjoyment of whisky and whisky culture in China.

Chinese actors Chen Kun and Xia Yu and film director Peter Chan were among the distinguished guests who were part of the ribbon-cutting ceremony. They were joined by Gilbert Ghostine, President, Diageo Asia Pacific and Joseph Tcheng, Managing Director, Diageo Greater China.

"Diageo is the leading Scotch business in Asia Pacific. With the launch of the Johnnie Walker House, we are bringing Scotland to China by creating a flagship home for Scotch whisky. Our ambition is to help Chinese consumers discover the status and rich heritage of Scotch whisky. This is a game-changing moment for Johnnie Walker in China as we open the ultimate luxury venue for our consumers and demonstrate our commitment to building the Scotch category in China," said Gilbert Ghostine.

"The vision of the Johnnie Walker House is to firmly establish Scotch whisky as part of a sophisticated and luxurious lifestyle and to inspire the next generation through the voices of inspirational leaders," said James Thompson, Chief Marketing Officer, Asia Pacific. "The Johnnie Walker House presents us with the unique opportunity to share the pioneering story of Johnnie Walker House and to start a new chapter of whisky culture in China."

Whisky conversations

The design of the Johnnie Walker House has been inspired by the theme 'whisky conversations', a place to help Chinese consumers discover the status and rich heritage of Scotch whisky. Every room, display, and interaction engages guests in stimulating discussions and will become host to a variety of inspirational events, lectures and masterclasses.

The Johnnie Walker House will inspire the next generation of individuals through the voices of those who have become leaders in their field. "It is an amazing concept," says Peter Chan, "to have a special house as the home of the global brand that most represents progress and inspiration in China, it is something that I totally support. My career has been a journey; I hope that people like me can share their stories to encourage progress in others."

Johnnie Walker House Shanghai

Johnnie Walker 1910 Commemorative Edition

To commemorate the landmark opening of the Johnnie Walker House in China, Diageo launched the Johnnie Walker 1910 Commemorative Edition – an ultra exclusive 'for sale by invitation only' blend that will only be available at the Johnnie Walker House.

1910 marks the year that Johnnie Walker was first enjoyed in China and the Johnnie Walker 1910 Commemorative Edition was inspired by whisky blends that were created in those times by the Walkers.

The Johnnie Walker 1910 Commemorative Edition will be sold at RMB 13,888 (£1,300). Each bottle is individually numbered and there will only be 1,000 bottles available. This is the first time Diageo will be presenting a Johnnie Walker blend in only one location in the world.

Visit the Johnnie Walker website to find out more about the brand.