Johnnie Walker’s new flagship is a must-visit
The Hindu
Whisky tourism, both offline and online, gets a fillip with Johnnie Walker’s multi-million pound visitor experience in Edinburgh
Experiencing the world through our screens has moved from novelty to necessity. In Edinburgh, the home of Scotch whisky, Johnnie Walker has been working on an immersive experience for drinkers and aficionados that doesn’t require a trip to one of their distilleries.
Officially launched two weeks ago by Prince Charles, Johnnie Walker Princes Street offers an eight-floor deep dive into the brand, its over 200-year history, and its offerings. “The Covid-19 pandemic and the lockdown that it brought has accelerated the shift towards finding ways to interact with our customers in the online realm,” says Barbara Smith, general manager of Johnnie Walker Princes Street. “For Johnnie Walker, it wasn’t something where we had to pivot massively because we were already operating in the online world. But we are ensuring that we are creating great experiences by adapting our approach to digital interactions [to cater to new consumer behaviours and buying habits].”