Diageo opens Princes Street in Edinburgh
The street dedicated to Scotch whisky Johnnie Walker Princes Street will offer a historic global experience for scotch lovers.
Diageo, the world’s number one spirits company, has unveiled the long-awaited Johnnie Walker Princes Street, a true visitor center around the world’s best-selling whisky, Johnnie Walker.
The project finally culminates after four and a half years of work for which they invested 185 million pounds sterling to promote Scotch whisky tourism in Scotland. With a total floor area of 6,642 m2, the attraction offers tours to discover visitors’ personal taste preferences, a whisky collection, tasting opportunities, two rooftop bars and a terrace overlooking the city.
The Johnnie Walker Princes Street has been built on an Edinburgh city landmark, the House of Fraser department store.
Photo credit: Johnnie Walker
“The story of the world’s best-selling whisky has been brought to life with style and imagination and we have built a team that includes some of the most talented people in their fields. We are now ready to welcome visitors and begin to tell the next chapter of how we are woven into the fabric of Scotland’s history and communities,” said Johnnie Walker Princes Street Director Barbara Smith.
For its part, the City of Edinburgh weighed in through its dedicated tourism website VisitScotland. Chief executive Malcolm Roughead described the center as “An exceptional addition to Edinburgh’s world-class experiences, demonstrating the confidence of international brands in the capital, while supporting the recovery of Scottish tourism.”
“This is a proud day for everyone. Last year Johnnie Walker celebrated 200 years since its founder, John Walker, opened the doors of his small grocery store and today represents the next chapter in this incredible story. Johnnie Walker Princes Street is a historic investment in Scotch whisky and Scotland and sets a new standard for tourist attractions. It celebrates Scotland’s extraordinary heritage, our incredible and skilled whisky makers, and looks to the future by attracting new generations of consumers around the world to the magic of Scotch whisky,” said Diageo chief executive Ivan Menezes.
Diageo has invested in distillery experiences across Scotland to create a network of attractions across the country.
Johnnie Walker Princes Street
145 Princes St, Edinburgh
Don’t drink and drive. Enjoy responsibly.
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