World Leading Spirit Tourism Experience*1, Johnnie Walker Princes Street is celebrating a remarkable achievement this week after welcoming over 1 million visitors from 141 countries – within just three years of opening its doors.
The unique venue has firmly established itself at the heart of Scotland’s vibrant food and drink scene, attracting a diverse audience eager to immerse themselves in Scottish culture and serving well the desires and interests of visitors to the capital. According to the Scotland Visitor Survey 2023, nearly half (46%) of visitors to the country engage in food and drink activities during their stay, with 26% visiting a whisky, gin distillery or brewery, and 21% visiting a whisky distillery.
Using innovative AI-powered personalisation technology, the experience at Johnnie Walker Princes Street, allows guests to discover their individual flavour profiles which is then used to customise their journey – encouraging visitors to explore the extensive world of Scotch Whisky in relation to their unique personal tastes. Since its inception, the experience has gathered flavour profiles from over 100,000 guests and the team has served nearly 700,000 highballs and cocktails, emphasising a cocktail culture and challenging traditional perceptions of how whisky should be enjoyed.
The success of Johnnie Walker Princes Street is evident in its impressive “Net Promoter Score” of 85, a reliable measure of customer satisfaction, along with 91% of visitors reporting an improved perception of the brand after their visit. The venue takes pride in its nearly equal gender representation, reflecting its inclusive appeal.
Dafydd Pugh Williams, Managing Director of Diageo’s Scotland Brand Homes added: “Johnnie Walker Princes Street was launched to recruit consumers from around the world to Johnnie Walker and indeed the entire Scotch Whisky category.
We wanted to disrupt consumer perceptions of whisky through offering a pioneering experience which demonstrated the huge breadth of flavours with the category, the incredible history of Johnnie Walker and champion the people and communities which have helped make the brand a global icon.
We could not be prouder of the venue’s hugely dedicated team who have made such an impact on so many guests in just three short years. We’d like to thank our colleagues in the Scotch Whisky Association and VisitScotland for their continued support as we work together to showcase Scotch, and Scotland, to the world. Most excitingly we feel like we’re just getting started and there is plenty more growth to come as we Keep Walking.”
Since opening in September 2021, Johnnie Walker Princes Street has welcomed guests from Australia to Zimbabwe and everywhere in between. Notably, 24% of visitors hail from countries known for high spending, such as the United States. Additionally, 80% of guests acknowledge the venue’s significant role in bolstering the growth of Scottish tourism.
Vicki Miller, Chief Executive at VisitScotland, said: “This is an amazing achievement by Johnnie Walker Princes Street. It is a testament to the investment and confidence of Diageo in creating a luxury visitor experience in the centre of the city, and the staff, whose work has maintained its popularity.
Scotch whisky is a unique part of our cultural heritage and as such is hugely important to what makes Scotland a must-visit destination. Our own research shows that a quarter of all visitors to Scotland take in a whisky, gin or brewery experience.“
Mark Kent, Chief Executive at the Scotch Whisky Association said:
“We’re delighted to see the continued growth of Scotch Whisky visitor centres and Scotch-centred tourism.
People from all over the world visit Scotland to see how their favourite dram is made, and these world-class visitor attractions ensure they go home taking a little of the spirit of Scotland with them.”
Find out more: https://www.johnniewalker.com/en-gb/visit-us-princes-street
References: *1 World Travel Awards 2023
