Johnnie Walker launches website for Princes Street global flagship visitor attraction
- Megan Forsyth
- 9 September 2020
The website gives the public the opportunity to sign-up now for pre-sale ticket opportunities and exclusive updates on the project
With the support of Diageo, which is making a £185 million investment in Scotch whisky and tourism, Johnnie Walker has opened the online doors to its global flagship visitor experience on Princes Street in Edinburgh. The attraction's new website gives the public the opportunity to sign-up and benefit from exclusive rewards, advance ticket sales, behind-the-scenes access, plus special offers and recipes.
Following a three-month pause during lockdown, physical construction at the landmark building recommenced in June in compliance with all government COVID-19 guidelines. Johnnie Walker Princes Street is now anticipating to open to the public in summer 2021.
'The last few months have been so difficult and disruptive for everyone and we know there is still a long way to go, but we keep walking with confidence and we are looking to the future with positivity,' said Barbara Smith, Managing Director of Johnnie Walker Princes Street.
'Johnnie Walker Princes Street is progressing well following the restart of construction and we are delighted to be launching our website so that our future guests can share in the excitement and anticipation we feel as we build towards opening our doors to visitors next year.'
As the focal point of Diageo's investment in Scotch whisky tourism, the attraction will offer a multi-sensory, immersive experience across three floors, guiding visitors through the 200-year history of Johnnie Walker and taking them on a unique journey through the flavours of Scotland.
The attraction will also include rooftop bars with stunning views of Edinburgh Castle and across the city skyline, as well as a space for staging arts and culture events. At street level, the building will maintain significant retail space to continue the high street shopping legacy of Princes Street. Johnnie Walker Princes Street is also set to become the home of Diageo's award-winning Learning for Life programme, which creates training and employment opportunities in the hospitality industry for unemployed people.
Diageo's investment in Johnnie Walker Princes Street and the transformation of its existing 12 distillery visitor attractions across Scotland totals £150 million, with an additional £35 million invested in reopening the 'lost' distilleries of Port Ellen on Islay and Brora in Sutherland.
'With 200 years of history, Johnnie Walker has experienced many societal challenges and times of recovery, which is why the spirit of progress in the face of adversity is built into the DNA of the brand,' said Ewan Andrew, Diageo's Global President for Supply Chain & Procurement.
'The investment we are making in Johnnie Walker Princes Street and our whisky distilleries in rural communities throughout Scotland will not only help us to emerge stronger from this crisis, we believe it will make a major contribution to the recovery in Edinburgh and Scotland as a whole.'
Four Scottish distilleries – Glenkinchie, Cardhu, Caol Ila and Clynelish – will be linked directly to the Johnnie Walker venue in Edinburgh, representing the 'four corners of Scotland' and the regional flavour variations of Scottish whisky. Johnnie Walker Princes Street and the four distilleries will create a unique tour of Scotland, encouraging visitors to travel beyond the capital city to also explore the country's rural communities and sample their finest whiskies.
To sign-up and join the Johnnie Walker community of whisky explorers, visit johnniewalkerprincesstreet.com