Originally conceived to celebrate Johnnie Walker’s bicentennial in 2020, Diageo’s monumental £185 million investment in Scottish whisky tourism has culminated in the breathtaking Johnnie Walker Princes Street visitor experience in Edinburgh. This flagship attraction stands as the centerpiece of this ambitious project, redefining whisky tourism and offering an immersive journey into the world of Johnnie Walker.
Housed within a beautifully transformed landmark building, Johnnie Walker Princes Street boasts eight floors of attractions, including stunning bars, versatile event spaces, and panoramic views of Edinburgh’s iconic cityscape and castle. Even without its unique experiences, the location itself is captivating. However, what truly sets it apart is its dedication to crafting deeply engaging and transformative guest journeys, establishing it as a destination unlike any other in Scotland.
Visitors to Johnnie Walker Princes Street are treated to more than just a visual spectacle. The experience is a multi-sensory adventure, blending immersive storytelling with rare opportunities. Imagine tasting exceptional whiskies straight from the barrel in a live maturation warehouse or delving into historical documents dating back to 1820 alongside the Johnnie Walker archivist. The signature “Johnnie Walker Journey of Flavour” tour is a highlight, brought to life by passionate guides who utilize cutting-edge technology and performance art to create an unforgettable experience. Adding a personalized touch, Diageo’s innovative FlavorPrint™ technology ensures every guest enjoys whisky drinks perfectly tailored to their individual palate.
Despite the significant challenges posed by the Covid-19 pandemic, Johnnie Walker Princes Street persevered, embodying the brand’s iconic Striding Man spirit. While 2020 marked Johnnie Walker’s 200th anniversary, the flagship experience triumphantly opened its doors to the public in the summer of 2021. Since then, it has not only become recognized as a premier attraction in Edinburgh, a city celebrated for its hospitality and visitor experiences, but it has also established a new benchmark for guest engagement. Johnnie Walker Princes Street masterfully immerses visitors in a world of rich flavors, compelling storytelling, and unparalleled excitement.
The exceptional quality and innovation of Johnnie Walker Princes Street have been widely recognized through numerous prestigious awards, solidifying its position as a leader in visitor experiences:
- Visit Scotland, 5 Star Attraction Status
- LEED Platinum Certification
- Green Tourism 2021, Gold Award
- Retail Design Institute, Class of 2021
- Muse Creative Awards 2022, Silver, Experiential & Immersive—Retail
- Event Marketer—EX Awards 2022, Winner: Best Use of Technology
- Campaign Experience Awards 2022, Commendation, Best Brand Experience B2C
- Illuminating Engineering Society 2022, Illumination Awards, Award of Merit: Interior Design
- Illuminating Engineering Society 2022, Illumination Awards, Award of Merit: System Innovation
- The Drum Awards for Marketing 2022, Best Brand Experience or Event
- Corporate Content Awards EU 2022, Best use of content in live/experiential setting
- Scottish Design Awards 2022, Winner: Experiential
- Scottish Design Awards 2022, Design Grand Prix
- Marketing Society Star Awards 2022, Silver: Tourism, Leisure, Sport
- Edinburgh Architectural Association, 2022 EAA Awards, Winner: Regeneration/Conservation
- A/V Awards 2022, Winner: Retail
- SEGD 2022, Award of Merit—Exhibition
- Icons of Whisky 2023, Best Distillery Visitor Experience
- UKinbound Award of Excellence 2023, Individual Attraction of the Year
- Transform Awards Europe 2023, Best Brand Experience
- Thea Awards 2023, Outstanding Achievement — Brand Experience
- World Travel Awards 2023, World’s Leading Spirit Tourism Experience
- MONDO-DR Awards 2023, Winner, Leisure & Retail Project
- World Travel Awards 2023, Europe’s Leading Spirit Tourism Experience
- World Travel Awards 2024, Europe’s Leading Spirit Tourism Experience
- World Travel Awards 2024, World’s Leading Spirit Tourism Experience
- Finalist: WXO Awards — Share Your Extraordinary 2024, Business
- Finalist: Blue Badge Access Awards 2022, Blue Badge Style Award, Best Bar
- Finalist: Marketing Society Star Awards 2022, Brand Experience
- Finalist: Skift IDEA Awards 2022, Marketing
In conclusion, Johnnie Walker Princes Street offers an unmatched whisky tourism experience. Its blend of historical significance, innovative technology, personalized experiences, and stunning setting makes it a must-visit destination for anyone seeking a truly exceptional and award-winning attraction in Edinburgh.
