To mark the opening of a Johnnie walker flag was hoisted above the iconic building by Ivan Menezes, CEO of Diageo and Barbara smith, Managing Director of Johnnie Walker Princes Street, in the context of from Edinburgh iconic skyline, including the famous Edinburgh Castle.
Ivan Menezes, CEO of Diageo said: “It is a proud day for everyone. Last year Johnnie walker celebrated the 200 years of its founder John walker opened the doors of his small grocery store and today represents the next chapter in the incredible story. Rue des Princes Johnnie Walker is a historic investment in Scotch whiskey and in Scotland and it sets a new standard for immersive tourist attractions. He celebrates Scotland remarkable heritage, our incredible skilled whiskey makers, and look to the future by engaging new generations of consumers around the world in the magic of Scotch Whiskey. “
Facts about Rue des Princes Johnnie Walker visitor experience:
- Housed in over 71,500 square feet, it takes the concept of personalization to a scale never seen before in a global beverage experience for visitors.
- Visitors to the Johnnie Walker Journey of Flavor tour will have their personal taste preferences mapped to drinks suited to their palate.
- With over 800 flavor combinations available in innovative dispensing systems, a person could visit Rue des Princes Johnnie Walker every day for more than two years and not have the same experience twice.
- Over 150 diverse and talented new employees, speaking 23 languages among themselves, will bring the 200-year history to life.
- The cellar has become a true whiskey treasure trove with some of the world’s most unique whiskey casks slowly maturing and waiting to be tasted by guests.
- The building – once a traditional department store for nearly 100 years – will contain a state-of-the-art experiential retail space where shoppers can choose from rare and exclusive whiskeys, fill their own bottles and have them personalized. .
- Rue des Princes Johnnie Walker opens its doors with a Green Tourism Gold Award – the highest sustainability honor for a tourist attraction. The building includes planters on the roof terrace to provide herbs for garnishes and infusions for drinks, a sedum roof covering and birdhouses to promote biodiversity.
Rue des Princes Johnnie Walker is crowned by two world-class rooftop bars and a terrace with stunning views of the Edinburgh Skyline, including the Explorers’ Bothy Whiskey Bar with 150 different whiskeys, and the 1820 Cocktail Bar where the drinks are paired with a carefully crafted menu sourced from, and representing in culinary form, the four corners of Scotland.
Rue des Princes Johnnie Walker It’s also committed to contributing to the community by delivering its award-winning hospitality training program to the unemployed at its special Johnnie Walker Learning for Life academy. The building can also host events in its 200-seat space.
Barbara smith, Managing Director of Johnnie Walker Princes Street, said: “We are delighted to open the doors and help rebuild the tourism and hospitality industry after 18 very difficult months. The story of the world’s best-selling whiskey has come to life with flair and imagination, and we’ve assembled a team that includes some of the most talented people in their fields. We are now ready to welcome visitors and begin telling the next chapter of how we are woven into the fabric of Scotland history and communities. “
In 2019, the Scotch Whiskey industry attracted a record 2.16 million visitors and Rue des Princes Johnnie Walker, and Diageo’s £ 185million tourism investment program aims to help rebuild Scotch whiskey tourism for the future. The investment includes transforming distillery visitor experiences around Scotland, including Glenkinchie, Clynelish, Cardhu and Caol Ila – the houses of Lowland, Highland, Speyside and Islay of Johnnie walker, connected to Johnnie Walker Princes Street to form a network of world-class attractions spanning the length and width of Scotland.
Rue des Princes Johnnie Walker will open its doors to the public at 1 p.m. on Monday 6e September. Tickets for the tours start from £ 25 per person, including a 90-minute tour and three personalized Scotch whiskey samples (all samples come with carefully controlled measurements and alcohol-free alternatives available to all guests) .
THE SOURCE Johnnie walker/ Diageo