
Meet 2025's EE Rising Star
Meet 2025's EE Rising Star
Committing to accessibility in the creative industries
Meet 2025's EE Rising Star
Johnnie Walker Princes Street, is an eight-floor visitor experience for the world’s best-selling Scotch whisky. The venue is the centrepiece of Diageo’s £185 million pound investment in Scotch whisky tourism in Scotland – the largest single investment programme of its kind in the industry. Since opening on 6th September 2021, it has attracted guests from 141 countries welcoming over 1m visitors to date.
Part of Johnnie Walker Princes Street’s mission is to introduce Scotch whisky to potential new fans, and challenge traditional perceptions. Nearly 50% of Johnnie Walker Princes Street tour visitors were women and thirty-nine years was the average age. There are multiple exclusive tours and experiences available including the ‘Journey of Flavour’ where visitors have personal flavour preferences mapped with drinks tailored to their palate whilst exploring the 200-year history of Johnnie Walker.
The venue also works with disabled access charity Euan’s Guide to ensure high standards in accessibility. It offers lift access and low-height tables on all experiences as well as having a Changing Places facility. The venue was recently crowned as the World’s Leading Spirit Tourism Experience 2024 in the World Travel Awards, following its wins as World’s Leading Spirit Tourism Experience 2023 and Europe’s Leading Spirit Tourism Experience 2024.