World Main Spirit Tourism Expertise*1, Johnnie Walker Princes Avenue is celebrating a exceptional achievement this week after welcoming over 1 million guests from 141 international locations – inside simply three years of opening its doorways.
The distinctive venue has firmly established itself on the coronary heart of Scotland’s vibrant food and drinks scene, attracting a various viewers desperate to immerse themselves in Scottish tradition and serving properly the wishes and pursuits of holiday makers to the capital. Based on the Scotland Customer Survey 2023, almost half (46%) of holiday makers to the nation have interaction in food and drinks actions throughout their keep, with 26% visiting a whisky, gin distillery or brewery, and 21% visiting a whisky distillery.
Utilizing modern AI-powered personalisation expertise, the expertise at Johnnie Walker Princes Avenue, permits company to find their particular person flavour profiles which is then used to customize their journey – encouraging guests to discover the in depth world of Scotch Whisky in relation to their distinctive preferences. Since its inception, the expertise has gathered flavour profiles from over 100,000 company and the group has served almost 700,000 highballs and cocktails, emphasising a cocktail tradition and difficult conventional perceptions of how whisky must be loved.
The success of Johnnie Walker Princes Avenue is clear in its spectacular “Web Promoter Rating” of 85, a dependable measure of buyer satisfaction, together with 91% of holiday makers reporting an improved notion of the model after their go to. The venue takes satisfaction in its almost equal gender illustration, reflecting its inclusive attraction.
Dafydd Pugh Williams, Managing Director of Diageo’s Scotland Model Properties added: “Johnnie Walker Princes Avenue was launched to recruit shoppers from world wide to Johnnie Walker and certainly the whole Scotch Whisky class.
We needed to disrupt shopper perceptions of whisky by means of providing a pioneering expertise which demonstrated the massive breadth of flavours with the class, the unbelievable historical past of Johnnie Walker and champion the individuals and communities which have helped make the model a worldwide icon.
We couldn’t be prouder of the venue’s vastly devoted group who’ve made such an influence on so many company in simply three quick years. We’d prefer to thank our colleagues within the Scotch Whisky Affiliation and VisitScotland for his or her continued help as we work collectively to showcase Scotch, and Scotland, to the world. Most excitingly we really feel like we’re simply getting began and there’s a lot extra progress to come back as we Hold Strolling.”
Since opening in September 2021, Johnnie Walker Princes Avenue has welcomed company from Australia to Zimbabwe and in all places in between. Notably, 24% of holiday makers hail from international locations identified for top spending, equivalent to the US. Moreover, 80% of company acknowledge the venue’s important function in bolstering the expansion of Scottish tourism.
Vicki Miller, Chief Govt at VisitScotland, stated: “That is an incredible achievement by Johnnie Walker Princes Avenue. It’s a testomony to the funding and confidence of Diageo in making a luxurious customer expertise within the centre of the town, and the workers, whose work has maintained its recognition.
Scotch whisky is a singular a part of our cultural heritage and as such is vastly vital to what makes Scotland a must-visit vacation spot. Our personal analysis reveals {that a} quarter of all guests to Scotland soak up a whisky, gin or brewery expertise.“
Mark Kent, Chief Govt on the Scotch Whisky Affiliation stated:
“We’re delighted to see the continued progress of Scotch Whisky customer centres and Scotch-centred tourism.
Folks from all around the world go to Scotland to see how their favorite dram is made, and these world-class customer sights guarantee they go dwelling taking just a little of the spirit of Scotland with them.”
Discover out extra: https://www.johnniewalker.com/en-gb/visit-us-princes-street
References: *1 World Journey Awards 2023
