Acting as an immersive starting point, as well as the culmination of the tour, the retail space has been created as part of the total experience, while also allowing people to also just browse and shop. Creating a more accessible and engaging experience to connect with both existing fans and also to recruit a new audience with a fresh perspective on Scotch.

There is a dedicated personalisation space where visitors can pour and bottle their own special edition Johnnie Walker in the custom studio, offering an exclusive seasonal liquid only available at Princes Street. Guests can also customise their bottles with engraving and bespoke label printing services, making the perfect gift or memento.

“By creating a retail space that combines interactive experiences alongside the rich heritage and story of Johnnie Walker, we’re offering something new and exciting that connects and delights.”

Tatiana Makhankova Head of Retail Design and Expansion, Reserve at Diageo.