As has happened with wine or vermouth, the whiskey has also garnered its protagonist culture behind it, and it is precisely the new experience center eight-story visitor center—seated in the heart of Edinburgh —, who is willing to conquer the capital of Scotland.
After more than four years of construction and an investment of 215 million euros by Diageo (the company that created brands such as Johnnie Walker , The Singleton, Smirnoff and Don Julio tequila), Johnnie Walker Princes Street is the new place of worship Scotch.
Occupying a space of 21,500 square meters, Johnnie Walker Princes Street uses state-of-the-art technology and a concept of personalization in order to reinvent the experience of whiskey traditional.
The new experience center in Scotland.
NEW EXPERIENCE CENTER IN EDINBURGH
The purpose of the new center Johnnie Walker Princes Street , in Scotland , is to offer immersive experiences that allow you to embark on a personalized journey of flavor and discovery.
“This is a proud day for all of us. Last year Johnnie Walker celebrated 200 years since its founder, John Walker, opened the doors of his little grocery store, and today marks the next chapter in this incredible story. Johnnie Walker Princes Street sets a new standard for immersive experience centers, celebrating the extraordinary heritage of Scotland , to our incredible and qualified master blenders, and seeking to bring the magic of Scotch to the new generations of consumers around the world”, stressed Iván Menezes, Executive Director of Diageo.
The path that makes up the experience offers 800 flavor combinations available in the innovative systems. So much so that if the center is visited this year, and also next year, travelers will be able to enjoy two completely unique moments, always tailoring flavors to personal preferences.
Johnnie Walker Princes Street.
other jewelry Johnnie Walker Princes Street are the two world-class bars located on the rooftop: a large balcony with stunning views of the skyline of Edinburgh , and "Explorer's Bothy Whiskey Bar", with a range of 150 types of whiskey and the 1820 cocktail bar where drinks are combined with a menu that represents the idiosyncrasies of Scotland.
Likewise, the building includes a garden on the terrace that will provide herbs for infusions and garnishes for beverages , while the cellar waits to be discovered by the whiskey lovers , and 150 employees will bring to life the 200-year history of Johnnie Walker.
With the purpose of contribute to the recovery of tourism after the pandemic caused by Covid-19, the initiative will also include the transformation of the experience centers of various scottish distilleries , including Johnnie Walker's Glenkinchie, Clynelish, Cardhu and Caol Ila, Highlands, Speyside and Islay.
The tour tickets start from a price of 30 euros per person , including a 90-minute tour and three personalized drinks, although non-alcoholic alternatives are also available to all visitors.
Edinburgh, Scotland.
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