Third Johnnie Walker House opens in Seoul

Diageo is opening its third Johnnie Walker House of whisky in Seoul, Korea tonight, as it seeks to engage Korean VIPs.

The Johnnie Walker House in Seoul, Korea, aims to immerse VIPs in a world of Scotch whisky

The “by invitation only” whisky house will feature six floors of blending rooms, bars, lounges and suites for privileged guests to develop their knowledge of and appreciation for Scotch whisky.

A range of limited edition, rare Scotch whiskies, as well as custom whisky dinners and other exclusively Korean whisky offerings will be available at the new house.

The third Johnnie Walker House to open after Shanghai in 2011 and Beijing in 2012, the Seoul outlet resides in the luxury retail district of Cheongdam, and will be open to invited consumers, VIPs and bartenders who will be given training opportunities through the World Class Academy to foster a Scotch whisky culture.

“Being the largest Scotch and Super premium Scotch market in Asia Pacific and with a growing luxury market, Korea was the clear market to expand the Johnnie Walker House footprint and to help us strengthen our lead in Scotch whisky. This is also in line with Diageo’s strategy to invest in new and growing opportunities with luxury consumers,” said Gilbert Ghostine, president of Diageo Asia Pacific.

The Seoul Johnnie Walker House will comprise of a Blending Suite offering bespoke signature blends; The World Class Academy, a training school for Korea’s bartenders; the VIP Lounge, giving visitors unique whisky and dining experiences; the Sky Bar, a rooftop oasis; and the Distillery, a room allowing invited guests to attend locally curated events.