A website for Edinburgh’s Johnnie Walker Princes Street visitor experience has been launched as construction continues on the new attraction.
Following delays due to lockdown, the project is due to open its doors for visitors in summer 2021.
More detailed plans for the eight-story attraction, which will include rooftop bars, remain a tightly guarded secret.
But the new website gives the public the opportunity to sign up to be at the front of the queue for pre-sale tickets and exclusive updates on the project.
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 building, described as a global flagship attraction for the brand, is part of Johnnie Walker owner Diageo’s £185 million investment programme in Scotch whisky and tourism.
Ewan Andrew, Diageo’s Global President for Supply Chain & Procurement, said their commitment to Scotch whisky and Scottish tourism was stronger than ever.
He 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.”
Scottish and Edinburgh tourism sector leaders welcomed the update on Johnnie Walker Princes Street as a boost for the recovering industry.
Malcolm Roughead, VisitScotland Chief Executive, said: “After an extremely difficult few months for the Scottish tourism industry, it is good to see more positive news emerging as we continue to recover from the impact of Covid-19.
“This new experience will be a valuable addition to the country’s world-class whisky tourism offering and I’m sure that today’s announcement will have whet the appetite of many whisky lovers right across the world.”
He added: “Tourism is a force for good and if managed responsibly, sustains communities in every corner of Scotland, creates jobs, tackles depopulation and improves the wellbeing of everyone who experiences it. ”
Johnnie Walker Princes Street will feature a multi-sensory, immersive visitor experience across three floors, guiding people through the 200 year history and taking them on a journey through the flavours of Scotland.
The building will also house a flexible events space for staging music, theatre, arts and community events, as well as a training academy.
Rooftop bars will have stunning views of Edinburgh Castle and across the city skyline to east, west and north, and at street level the plans include a significant retail space.
The project is taking place alongside the transformation of Diageo’s existing distillery visitor attractions across Scotland, totalling £150 million.
A further £35 million has been invested in reopening iconic “lost” distilleries at Brora and Port Ellen, Islay.
Whisky from Diageo’s distilleries all over Scotland contribute to Johnnie Walker, but four distilleries – Glenkinchie, Cardhu, Caol Ila and Clynelish – will be linked directly to the Johnnie Walker venue in Edinburgh.
The supply will represent regional flavour variations crucial to the art of whisky-making, from all corners of the country.
The attractions will form a trail for visitors to follow across the country.
For further information on Johnnie Walker Princes Street or to register for updates visit www.johnniewalkerprincesstreet.com
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