Johnnie Walker opens second Johnnie Walker House in Beijing to meet local consumer demand for the luxury brand
Whisky brand Johnnie Walker has opened its second Johnnie Walker House, billed as an embassy for luxury Scotch whisky, in Beijing. Like its sister property in Shanghai Manchester-based design agency LOVE were involved with the concept and design of the larger, more luxurious property in Beijing. The £1.8 million Johnnie Walker House Beijing blends a bar, museum, retail outlet and exclusive members club all under one roof. The Beijing property has been launched as a response to the demand from Chinese consumers for the luxury brand. Speaking of the launch, Gilbert Ghostine, president of Johnnie Walker parent company 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 we are very happy today 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 House is now home to some of the brands finest whiskies with some collections that are only available for purchase on the site including the Johnnie Walker Epic Dates collection which retails from £2250, and the Master Blender Series which will be a collection of whiskies aged at least 30 years. Visitors can also have their own personalised blends created by master blender, Jim Beveridge. Located at Ch'ien Men 23 - a historical meeting point of East and West China, luxury spaces within the House offers VIP consumers invitation-only experiences inspired by the original Johnnie Walker blending rooms. The design of the House is meant to bring the brands Scottish history and culture to Beijing, the downstairs Distillery bar features some 10,000 copper pipes which have been included to simulate a working distillery.