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Diageo creates website for Johnnie Walker experience

Spirits producer Diageo has launched a new website for its flagship Johnnie Walker visitor centre in Edinburgh, which is due to open next summer.

Construction of the Johnnie Walker experience on Princes Street resumed in June

The visitor experience on Princes Street, Edinburgh, was due to open this year, however construction was put on hold for three months due to the coronavirus pandemic. Johnnie Walker Princes Street will open to the public in summer 2021.

Development of the site restarted in June, and ahead of the site’s completion Diageo has launched a new website for the experience to give whisky fans a glimpse of the new visitor centre.

The opening of the visitor centre is the focal point of Diageo’s £185 million (US$242m) investment in Scotch whisky and tourism, which included the revamp of 12 visitor centres. The investment also includes a £35m (US$45.7m) pledge to reopen closed distilleries Port Ellen and Brora.

Barbara Smith, managing director of Johnnie Walker Princes Street, said: “The last few months have been so difficult and disruptive for everyone and we know there is still a long way to go, but we keep walking with confidence and we are looking to the future with positivity.

“Johnnie Walker Princes Street is progressing well following the restart of construction and we are delighted to be launching our website so that our future guests can share in the excitement and anticipation we feel as we build towards opening our doors to visitors next year.”

The new website gives the public the opportunity to follow the site in the build up to its opening, and register for pre-sale ticket opportunities and exclusive updates on the project.

Ewan Andrew, Diageo’s global president for supply chain and procurement, said: “With 200 years of history Johnnie Walker has experienced many societal challenges and times of recovery, which is why the spirit of progress in the face of adversity is built into the DNA of the brand.

“The investment we are making in Johnnie Walker Princes Street and our whisky distilleries in rural communities throughout Scotland will not only help us to emerge stronger from this crisis, we believe it will make a major contribution to the recovery in Edinburgh and Scotland as a whole.”

Once it opens, Johnnie Walker Princes Street will offer a multi-sensory, immersive visitor experience, as well as events spaces, a training academy, rooftop bars and retail space.

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