-- Flag raised to the future of Scotch whisky tourism to mark launch of 
pioneering attraction 

Diageo's Johnnie Walker Princes Street, the eight-floor new visitor experience 
for the world's best-selling Scotch whisky, has today been launched in the 
heart of Scotland's capital city.

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Photo - 
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Four and a half years in the making, Johnnie Walker Princes Street is the 
centrepiece of Diageo's GBP185million pound investment in Scotch whisky tourism 
in Scotland – the largest single investment programme of its kind ever seen in 
Scotch whisky tourism.

To mark the opening a Johnnie Walker flag was raised above the landmark 
building by Ivan Menezes, Chief Executive, Diageo, and Barbara Smith, Managing 
Director of Johnnie Walker Princes Street, against the backdrop of Edinburgh's 
iconic skyline, including the world-famous Edinburgh Castle.

Ivan Menezes, Chief Executive, Diageo said: "This is a proud day for everyone. 
Last year Johnnie Walker celebrated 200 years since founder John Walker opened 
the doors to his small grocery store and today represents the next chapter of 
the incredible story. Johnnie Walker Princes Street is a landmark investment in 
Scotch whisky and into Scotland and it sets a new standard for immersive 
visitor attractions. It celebrates Scotland's remarkable heritage, our 
incredible skilled whisky-makers, and looks to the future by engaging new 
generations of consumers from around the world in the magic of Scotch whisky."

Facts about Johnnie Walker Princes Street visitor experience:

    -- Set over 71,500 sq ft, it takes the concept of personalisation to a 
       scale never before seen in a global drinks visitor experience. 
    -- Visitors on the Johnnie Walker Journey of Flavour tour will have their 
       personal flavour preferences mapped with drinks tailored to their 
       palate. 
    -- With more than 800 flavour combinations available in the innovative 
       dispensation systems, one person could visit Johnnie Walker Princes 
       Street every day for more than two years and not have the same 
       experience twice. 
    -- Over 150 diverse and talented new employees, speaking 23 languages 
       between them, will bring to life the 200-year story. 
    -- The cellar has become a true whisky treasury with some of the most 
       unique whisky casks in the world gently maturing and waiting to be 
       sampled by guests. 
    -- The building – formerly a traditional department store for almost 100 
       years – will contain a state-of-the-art experiential retail space where 
       shoppers can select from rare and exclusive whiskies, fill their own 
       bottles and have them personalised. 
    -- Johnnie Walker Princes Street opens its doors with a Green Tourism Gold 
       Award – the highest sustainability accolade for a visitor attraction. 
       The building includes roof terrace planters to provide herbs for 
       garnishes and infusions for drinks, a sedum roof covering and bird boxes 
       to encourage biodiversity.

Johnnie Walker Princes Street is crowned by two world-class rooftop bars and a 
terrace with breath-taking views of the Edinburgh skyline, including the 
Explorers' Bothy whisky bar stocked with 150 different whiskies, and the 1820 
cocktail bar where drinks are paired with a carefully curated menu sourced 
from, and representing in culinary form, the four corners of Scotland.

Johnnie Walker Princes Street is also committed to contributing to the 
community by offering its award-winning hospitality training programme for 
unemployed people in its special Johnnie Walker Learning for Life academy. The 
building can also host events in its 200-capacity space. 

Barbara Smith, Managing Director of Johnnie Walker Princes Street, said: "We're 
thrilled to be opening the doors and helping to re-build the tourism and 
hospitality industry after a very difficult 18 months. The story of the world's 
best-selling whisky has been brought to life with flair and imagination and we 
have built a team which includes some of the most talented individuals 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's history and communities."

In 2019, the Scotch Whisky industry attracted a record 2.16 million visitors 
and Johnnie Walker Princes Street, and Diageo's GBP185m tourism investment 
programme aims to help rebuild Scotch whisky tourism for the future. The 
investment includes the transformation of distillery visitor experiences around 
Scotland, including Glenkinchie, Clynelish, Cardhu and Caol Ila – the Lowland, 
Highland, Speyside and Islay homes of Johnnie Walker, linked to Johnnie Walker 
Princes Street to form a world-class network of attractions the length and 
breadth of Scotland.

Johnnie Walker Princes Street will open its doors to the public at 1 pm on 
Monday 6th September. Tickets for tours start from GBP25 per person, including 
a 90-minute tour and three personalised Scotch whisky samples (all samples are 
provided with carefully controlled measures and non-alcoholic alternatives 
available to all guests).

To book and for more information visit www.johnniewalkerprincesstreet.com. For 
more information on Johnnie Walker please visit: www.johnniewalker.com 

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SOURCE  Johnnie Walker/Diageo