Mon 10 Dec 2012
Opening of Johnnie Walker House, Beijing
JOHNNIE WALKER, the world’s number one Blended Scotch Whisky is proud to announce the grand opening of ‘Johnnie Walker House Beijing’, the world’s largest embassy for luxury Scotch Whisky outside of Scotland.
Following the success of the first Johnnie Walker House in Shanghai last year and continuing the brand’s mantra of ‘Keep Walking’, the Johnnie Walker House Beijing is located at the prestigious Ch’ien Men and creates a highly contemporary space, rich in authentic whisky story-telling for the discerning consumer along with the opportunity to participate in the art of blending.
“Johnnie Walker House Beijing is a multi-sensory experience, showcasing Scotch Whisky culture; it is a luxury boutique, selling the Master Blender’s finest work; it is a private club, providing a new cultural platform for whisky appreciation; and it is an artistic space, providing inspiration for new forms of creativity,” said Lawrence Law, General Manager, Johnnie Walker House.The Ultimate Luxury Whisky Experience
As the global Scotch whisky industry leader with nearly two centuries of whisky craftsmanship, Johnnie Walker House Beijing provides an unprecedented exclusive luxury whisky experience for consumers.
The house offers a variety of luxury experiences from personalised whisky blendings to bespoke whisky and culinary fusion pairings provided by the gourmet in house chef Phoebe Cleland.
Visitors are immediately immersed in the JOHNNIE WALKER culture and can select and buy rare whisky as well as participate in the personalised blending sessions. By invitation only VIP patrons are given the opportunity to meet personally with John Walker and Son’s master blender, the soul of JOHNNIE WALKER whisky, to create bespoke blends according to their individual flavour preferences. Guests can also explore the House with the guidance of experts and learn about its design, bespoke art collections whilst discovering the rich culture of Scotch Whisky by being educated on the intricacies of the whisky distillation process.
For true exclusivity, 200 by-invitation memberships will be available for members to access exclusive lifestyle experiences as well as private sections of the House such as the Odyssey Lounge and Striding Man Bar. Among the many privileges for patrons is access to an exclusive concierge service. In addition, relationship managers get to know the preferences of each member in order to ensure the whisky experience is as personal as possible. Membership at the House opens a world of possibilities outside of China as members can also take advantage of the concierge service to arrange trips to Scotland where they have access to private distilleries and whisky collections, can sample some of the rarest and oldest whisky in the world, as well as stay in private castles and enjoy access to members-only golf courses. Members are also given special keys to their own tailor-made cabinets to store their own glasses and bottles of whiskies for use at their convenience.
“This Johnnie Walker House demonstrates our commitment to growing the Scotch Whisky category and the immersing luxury connoisseurs in the world of Johnnie Walker and it’s heritage, provenance and craftsmanship. The Johnnie Walker House will also allow exclusive consumers to create their own bespoke blends starting at £80,000 and offers differentiated experiences through high quality and refined gifts.” Rudy Paoli, Managing Director, DIAGEO Reserve.A Distinct Whisky Culture Design
The four level House embodies the heritage of the JOHNNIE WALKER brand and the story behind JOHNNIE WALKER whisky’s journey to China. The brand is manifested through the unique design of the house and is portrayed with the vivid recreation of a distillery and John Walker’s grocery shop that brings historical Scotland to Beijing and the Blending Room which is made with the basic key elements of Scotch Whisky: copper, yeast, water, barley and peat. It is also represented with the “whisky constellation wall” which is dedicated to whisky blending and provides a comprehensive index for Single Malt Scotch Whiskies.
Excellence in blending is considered an art form amongst whisky connoisseurs. At Johnnie Walker House Beijing blending goes beyond the glass. The Distillery Bar, open to the public, nearly 10,000 copper pipes have been used to simulate a working distillery. In selective areas of the House, guests are encouraged to create their own whisky-inspired art, with the chance of it being displayed as part of a temporary exhibition.
The Johnnie Walker House Beijing is open Tuesday- Sunday, 7pm – 2am.
Address: No. 23, Ch’ien Men East Street, Dongcheng District, Beijing.