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, said: “The Johnnie Walker House in Shanghai has been our most successful experiment in marketing and commercial innovation in Asia to date. This experience has brought incredible success and new energy to Johnnie Walker’s century-long story of progress in China.”
The Houses are home to collections that are available only for purchase on-site, such as the Johnnie Walker Epic Dates collection – retailing from RMB 22,800 – and the Master Blender Series, which will be a collection of whiskies aged at least 30 years.
Source: Diageo
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