Johnnie Walker, the world’s number one Scotch whisky, has opened the Johnnie Walker House Beijing, the world’s largest embassy for luxury Scotch whisky. Like its sister property in Shanghai which opened last year, the Johnnie Walker House Beijing is expected to provide consumers with bespoke experiences to immerse themselves into the world of whisky and Johnnie Walker.
With China poised to become the world’s most powerful market for luxury goods the Johnnie Walker House serves to meet consumer demand for luxury with substance. Blending a bar, museum, retail outlet and an exclusive members club, the Johnnie Walker House Beijing is a response to the demand from Chinese consumers for in-depth knowledge, not only of the specific luxury brands they indulge in, but also of the broader categories the brands fall under.
Gilbert Ghostine, President, Diageo Asia Pacific, says: “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 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 Johnnie Walker House Shanghai played a part in shaping the international spirits landscape in China with luxury Scotch. Since the House began operating in 2011, sales of super-deluxe Johnnie Walker whisky in China increased by 64% year-on-year; this included Johnnie Walker Blue Label that grew 45% over the same period.”
The Houses are dedicated to the enjoyment of luxury whisky and they have some of the finest whiskies in the world available for patrons to sample and purchase. The Houses are home to collections that are available only for purchase on site such as the Johnnie Walker Epic Dates collection – retailing from RMB22,800 (£2,250) – and the Master Blender Series which will be a collection of whiskies aged at least 30 years. In addition, patrons can work with the Johnnie Walker Master Blender Jim Beveridge to create a personalized blend. Even with an entry price of RMB800,000 (£80,000), this service has been so popular that one customer has created a blend that has become his family’s hallmark at celebrations. Jim Beveridge maintains a personal collection of his favourite whiskies in the House for use in creating these bespoke blends.
Diageo hopes to roll out this business model beyond China, with plans for Asia Pacific and, ultimately, worldwide development of the Johnnie Walker House concept.