Building on the success of the Johnnie Walker House in Shanghai, Johnnie Walker has opened a second property in China, the Johnnie Walker House Beijing. The world’s largest embassy for luxury Scotch whisky, the Johnnie Walker House Beijing will provide consumers with bespoke experiences to immerse themselves into the world of whisky and Johnnie Walker.
The Johnnie Walker House Beijing is located at Ch’ien Men 23 – a historical meeting point of East and West in China and one of the most prestigious addresses in the city. It offers an immersive environment bringing Scottish history and culture to Beijing with a reimagining of a distillery, a recreation of John Walker’s original grocery shop and a blending floor made from the ingredients used to make whisky. A total of only VIP 200 patrons will have access to private sections of the House and members-only whisky vaults, special signature blends, private “whisky-inspired” dining from the in-house chef and exclusive lifestyle experiences.
With China poised to become the world’s most powerful market for luxury goods, the Johnnie Walker House serves to meet consumer demand for luxury with substance. Blending a bar, museum, retail outlet and an exclusive members club, the Johnnie Walker House Beijing is a response to the demand from Chinese consumers for in-depth knowledge, not only of the specific luxury brands they indulge in, but also of the broader categories the brands fall under.
Gilbert Ghostine, President, Diageo Asia Pacific said: “The Johnnie Walker House in Shanghai has been our most successful experiment in marketing and commercial innovation in Asia to date. This was a journey for our consumers, as well as our business, and now we are very happy to share even more luxurious offerings through the Johnnie Walker House Beijing. This experience has brought incredible success and new energy to Johnnie Walker’s century-long story of progress in China.”
The Houses are dedicated to the enjoyment of luxury whisky and they have some of the finest whiskies in the world available for patrons to sample and purchase. They are home to collections that are available only for purchase on site such as the Johnnie Walker Epic Dates collection – retailing from RMB22,800 (GBP2,250) – and the Master Blender Series which will be a collection of whiskies aged at least 30 years. In addition, patrons can work with the Johnnie Walker Master Blender Jim Beveridge to create a personalized blend.
Diageo hopes to roll out this business model beyond China, with plans for Asia Pacific and, ultimately, worldwide development of the Johnnie Walker House concept.
John Walker & sons room