Diageo, the company behind Johnnie Walker Princes Street in Edinburgh, has achieved a significant milestone by welcoming over one million visitors from 141 countries in just three years since its opening. This flagship Scotch whisky attraction has become a key destination on the food and drink landscape, playing a vital role in Scottish tourism.
According to the Scotland Visitor Survey 2023, food and drink activities are popular among tourists, with 46% of visitors participating in such activities during their stay. A quarter of all visitors to Scotland engage in whisky, gin distillery, or brewery experiences, highlighting the importance of Scotch whisky in Scotland’s cultural heritage.
Vicki Miller, chief executive of VisitScotland, commended the achievement of Johnnie Walker Princes Street, attributing its success to Diageo’s investment and commitment to creating a luxury visitor experience. The attraction’s use of artificial intelligence-powered personalization technology enhances the visitor experience by tailoring it to individual flavor profiles, collected from over 100,000 guests. This data serves as a valuable resource for product development.
The experience at Johnnie Walker Princes Street aims to inspire visitors to explore the world of Scotch whisky based on their personal tastes, while also breaking down traditional consumption barriers. The venue has served nearly 700,000 whisky highballs and cocktails since its opening, further contributing to its popularity.
The Rt Hon Ian Murray MP, Secretary of State for Scotland, praised the attraction for its significant contribution to Edinburgh’s tourism and the local economy. He emphasized the promotion of Scotch whisky as a key part of Brand Scotland and celebrated the success of Johnnie Walker Princes Street in highlighting this iconic Scottish product.
Overall, the impressive milestone achieved by Johnnie Walker Princes Street underscores the enduring appeal of Scotch whisky and its role in attracting visitors to Scotland. The attraction’s innovative approach to personalized visitor experiences and its contribution to the local economy make it a standout destination in the vibrant city of Edinburgh.
