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The opening of the global visitor experience in Edinburgh

A select few Ugandan whisky enthusiasts were invited to the virtual tour as they sipped on homemade highballs, made with guidance from JW Princes Street bartenders.

They joined the rest of the world in a virtual tour as Johnnie Walker Princes Street, the eight-floor new visitor experience for the world’s best-selling Scotch whisky, officially opened, in the heart of Scotland’s capital city.

Set over 71,500 sq ft, Princes Street uses world-first technology to reimagine the traditional whisky tour experience.  When it opens its doors to the public on Monday, September 6, 2021 visitors will be taken on a personalised journey of flavour and discovery, which identifies unique flavours and tastes tailored to them and learn about the fascinating 200-year-old journey brought to life by actors.

“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.” Ivan Menezes, Chief Executive, Diageo said:

Johnnie Walker Princes Street will open its doors to the public at 1 pm on Monday 6th September. Tickets for tours start from £25 per person, including a 90-minute tour and three personalised Scotch whisky drinks. (All samples are provided with carefully controlled measures and non-alcoholic alternatives available to all guests).

Four and a half years in the making, the Princes Street is the centerpiece of Diageo’s £185million pound investment in Scotch whisky tourism in Scotland – the largest single investment programme of its kind ever seen in Scotch whisky tourism.

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