Sixth Johnnie Walker House stengthens Scotch’s China presence

Diageo is to open its sixth Johnnie Walker House in Chengdu, China this month as it strengthens the Scotch whisky brand’s presence in Asia.

The sixth Johnnie Walker House will open in Chengdu, China at the end of this month

As China’s fourth most populated mainland city, the Johnnie Walker House in Chengdu represents an opportunity for the brand to target a large, growing number of high net worth individuals (HNWIs) and middle class consumers.

According to Diageo, over 20,000 HNWIs and “influencers” have visited the existing Johnnie Walker Houses in Shanghai, Beijing and Seoul since their openings in 2011 and 2012.

“Johnnie Walker House has proven to be a remarkable addition to the Diageo Reserve portfolio and a game-changer for the luxury whisky trade,” said James Thompson, global managing director for Diageo Reserve.

“With Johnnie Walker House, we offer unique experiences – part education, part private club, part museum, part retail – for our consumers. In an industry where experience is key, we are proud to expand our Johnnie Walker House network to continue engaging consumers in bespoke yet unexpected ways.”

To commemorate the opening, Diageo will introduce a Johnnie Walker Blue Label Chengdu Edition, engraved with the symbols of local culture, including a sunbird, bridge and the arts.

The Chengdu opening follows the launch of the brand this month in Taoyuan International Airport in Taiwan, and Mumbai International Airport in India.

Lawrence Law, global general manager for Johnnie Walker House, added: “The extension of the Johnnie Walker House concept to airport retail environments, in partnership with Diageo Global Travel, represents a significant evolution of our business model.

“We believe that these travel retail theatres, in addition to our growing network of flagship properties in Shanghai, Beijing, Seoul, and now Chengdu, provide an avenue of engagement that truly resonates with the modern day luxury consumer.”

According to Boston Consulting Group, China had 2,378 millionaire households in 2013, with an additional 983 earning more than US$100m. The country is expected to account for more than half the world’s global personal wealth by 2018.

The figures come as some retailers warn the consumer perception of luxury is shifting from quality and price to the experience of purchasing the product.