Diageo submitted plans for Johnnie Walker Visitor Center in Edinburgh

A seven-floor building in the center of the Scottish metropol is in the focus of a 150-million-pounds investment plan

The spirits giant Diageo wants to build a new visitor center for its top brand Johnnie Walker in Edinburgh. This has already been known since April last year (we reported), but now the company published some details and announced that it has officially submitted the plans to the city of Edinburgh, together with Parabola, the owner of the building complex.

146 Princess Street is the address of the historic building, which is to be home to an impressive Johnnie Walker experience center spanning all seven floors. This building was previously housing a department store of chain House of Fraser, which had to file for bankruptcy in August 2018 and was taken over by a British sports-good retailer.

Seven floors full of whisky education and enjoyment

After the renovation of the traditional building complex, visitors will be able to discover the history, the art of blending and the aromas of the Johnnie Walker Blended Scotch Whisky on three of the floors. There will also be space for arts, music, theatre and other cultural events, for a bar academy that will be the home of the Diageo Learning for Life program, for a large retail store on the ground floor and roof top bars overlooking Edinburgh.

When the Johnnie Walker Center will be completed, 160-180 new full-time jobs will be created, and Edinburgh will gain another highly attractive tourist attraction. The famous clock, which is located here on the corner of Princes Street and Hope Street, is also included in the restoring plans.

The Johnnie Walker Visitor Center in Edinburgh is at the heart of a 150-million-pounds investment package, which also includes Glenkinchie, Cardhu, Caol Ila and Clynelish Distillery as key brands for Johnnie Walker. Being the "Four Corners of Scotland", they represent the aromatic and geographic cornerstones of Scotch Whisky Blend, Diageo announces. Here, too, restauration of the distilleries’ visitor centers is underway to animate whisky fans starting a Johnnie Walker tour across Scotland.

Images: Diageo