Popular Scottish Whiskey label, Johnnie Walker has recently opened a swank whiskey center in Beijing, Johnnie Walker House. The whiskey brand has called it "the world's largest embassy for luxury Scotch whiskey" outside of Scotland, reported CNN. This is Johnnie Walker's second outpost in China, with one popular spot already open in Shanghai.
The upscale whiskey club has four-levels and offers rare whiskey, culinary pairings and personalized whiskey blends.
"The Johnnie Walker House in Shanghai has been our most successful experiment in marketing and commercial innovation in Asia to date," said Gilbert Ghostine, president of Diageo Asia Pacific, Johnnie Walker's parent company, to The Los Angeles Times. "This experience has brought new energy to Johnnie Walker's century-long story of progress in China."
The center in Beijing's Dongcheng district includes a re-creation of founder John Walker's grocery shop in Scotland from the 19th century as well as a blending room and distillery bar.
"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. The luxury spaces in the two Houses offer the brand a unique opportunity to engage VIP consumers and influencers through invitation-only experiences and rooms such as the Master Blender Suite in Beijing - a VIP-only space inspired by the original Johnnie Walker Blending rooms," says a Diageo press release.
The upscale center also features a members only club where only 200 people will have access. Perks of the members-only club including a whisky vault available only to members where they can store their glasses and bottles and a private dining experience prepared by the in-house chef.
A retail outlet, a bar and museum are also all part of the Johnny Walker House.
"Johnnie Walker House Beijing is a multisensory experience," said General Manager Lawrence Law to The Los Angeles Times.
Diageo said to CNN that they have plans to expand Johnnie Walker House beyond just China, starting in Asia and moving onward. Since it opened the Shanghai outpost in 2011, sales of Johnny Walker whiskey have increased by 64 percent year on year, reported CNN."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 we are very happy today to share even more luxurious offerings through the Johnnie Walker House Beijing," Ghostine said in a Diageo press release. "This experience has brought incredible success and new energy to Johnnie Walker's century-long story of progress in China."
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