Diageo Introduces New Johnnie Walker Visitor Experience in Edinburgh

Monday, September 6, 2021

It took over four years of work to reconstruct the property, including shops, a whiskey cellar and two rooftop bars.

Four-and-a-half years on from being complete, Diageo's £185 million investment in Scotch whiskey tourism is set to occupy 71.500 square feet.

The site lies at the heart of Diageo's £165m investment in Scotch whisky tourism in Scotland, which it describes as the "largest single investment programme of its kind seen in Scotch whisky tourism"

Johnnie Walker Journey of Flavour Tour guests can map out their personal flavour preferences with beverages designed to match their taste buds.

High tech vending machines "read" glasses to decant a piece tailored to you by making use of prestuffed whisky vats, an innovation that's expected to save 15.500 bottles, or five tonnes of glass a month, and can feature more than 800 flavor combinations.

In 2019, the Scotch whiskey industry drew a record 2.16 million visitors and Johnnie Walker Princes Street, while Diageo's £185 million tourism investment programme has an eye towards rebuilding Scottish whisky tourism into the future.

Malcolm Roughead, CEO of VisitScotland, said: "Scotch whisky is world-renowned and forms part of the rich tapestry of the nation's history and heritage, attracting millions of visitors each year.

Diageo has also said it feels duty bound to contribute to the community through offering its Award-winning hospitality programme for unemployed people through its Johnnie Walker Learning for Life academy.