Possible Johnnie Walker whisky experience centre in Edinburgh
Diageo negotiates millions in investment with the owners of a former department store in central Edinburgh
The owner of the whisky brand Johnnie Walker, Diageo, is in the early stages of negotiations with the owners of the House of Fraser department store closed in September on Princes Street in Scotland's capital Edinburgh. As reported by Scotchwhisky.com, the global company's goal is to transform the multi-level building into a Johnnie Walker whisky experience with interactive, multi-sensory rooms where visitors can feel, smell and taste every aspect of the whisky production process.
A Diageo spokesperson said: "We have entered into negotiations with the owners of the building at 145 Princes Street as a potential location for the global Johnnie Walker brand experience. The House of Fraser is one of the city's landmarks and we want to make its regeneration in a way that respectfully reflects its heritage and the unique place in Edinburgh city centre."
The plans for the Johnnie Walker Experience in Edinburgh are part of a total investment of £185m by Diageo in the development of its experience centres across Scotland. Diageo expects the Johnnie Walker Experience to attract as many visitors as the Guinness Storehouse in Dublin, which welcomes 1.71 million visitors each year.