Johnnie Walker opens Amsterdam House

Diageo Global Travel and Schiphol Airport Retail have opened Europe’s first Johnnie Walker House, a luxury, multisensory Scotch whisky “embassy” at Amsterdam Airport Schiphol.

Diageo Global Travel managing director Doug Bagley and Gebr Heinemann director purchasing and logistics Kay Spanger officially open the Johnnie Walker House

Developed to present the history and provenance of the Johnnie Walker brand to travellers, the Johnnie Walker House concept has already been launched at Singapore Changi, Mumbai and Taipei airports.

The Amsterdam incarnation spans 162sqm over two storeys, and features copper, water, barley, peat and oak in its design. The “part gallery, part museum” experience is open to all passengers passing through Lounge 2 at the airport.

Features of the House include a peat wall, a blending table, a “whisky constellation wall”, and a flavour wall. Visitors will also be able to undertake “theatrical mentoring” sessions, led by brand ambassadors.

Guests will also have the opportunity to purchase tasting sessions in the private bar and lounge on the first floor.

The space is open to Johnnie Walker House members all year round, and offers products available nowhere else. These include Johnnie Walker House Blue Label Casks Edition – Schiphol Limited Edition, inspired by journey of Johnnie Walker to the Netherlands in 1913. Commissioned to mark the opening of the House, the bottle features an illustration by local artist Merjin Hos which depicts the Striding Man travelling from Scotland to Schiphol.

Other products available for the first time in Europe at the House include John Walker & Sons Master Blenders Collection, Johnnie Walker Epic Dates Collection, and Johnnie Walker House Zodiac Collection.

A “unique” proposition 

“We’re delighted to be officially launching our latest Johnnie Walker House in Amsterdam Airport Schiphol, and even more delighted to bring this fantastic experience to travellers in Europe for the first time,” said Doug Bagley, managing director, Diageo Global Travel and Middle East.

“Amsterdam Airport Schiphol is Europe’s fifth largest airport, welcoming over 26 million travellers through the airport each year, and is estimated to grow faster than any other airport in Europe in the coming years. This growth, combined with the burgeoning demand for luxury spirits in travel retail, offers a prime opportunity for the Johnnie Walker House Amsterdam Airport Schiphol to deliver an innovative and appealing shopping experience to travellers, as well as giving them access to some of the world’s finest Scotch Whiskies and exclusive House editions. ”

“Since the House opened we have seen fantastic engagement from consumers, with Johnnie Walker® Blue Label™ proving a firm favourite with discerning travellers followed closely by our range of House exclusives.”

Peter-Jan Roznberg, managing director, Schiphol Airport Retail, added: “[The] launch reconfirms our commitment to offering visitors to Amsterdam Airport Schiphol an unique retail and food and beverage proposition, access to the world’s most sought-after brands and delivers an ultimate customer experience into the luxury lifestyle of Johnnie Walker.

“The Johnnie Walker House Amsterdam Airport Schiphol brings all this and more, offering travellers the first European opportunity to experience this exciting concept and the exclusive products which can only be purchased there.”

Earlier this month, Johnnie Walker reported a sales uplift in travel retail – including across its Houses – as a result of its Gentleman’s Wager II activations.