Diageo launches global luxury platform and experience Johnnie Walker Vault in Edinburgh

Diageo has announced the launch of a global luxury platform and experience named Johnnie Walker Vault. It is hosted at The Johnnie Walker Experience building on Princes Street, Edinburgh.

Through the luxury scheme, Johnnie Walker – the world’s biggest-selling Scotch whisky – has opened up access to its award-winning Master Blender Dr Emma Walker for an exclusive in-person blending session. The experience will see participants leave with a one-off, bespoke Johnnie Walker expression.

Set in a former bank vault below ground level, the Johnnie Walker Vault is home to over 500 small, square bottles, each filled with samples from the 10 million casks available to Walker, some aged for over half a century. They cover the space from floor to ceiling.

Diageo Managing Director Global Luxury and Marketing Transformation Director Julie Bramham described the venture, which has a starting price of £50,000 (US$64,700), as “a new global luxury platform uniting bespoke blends, collaborations with cultural icons and luxurious experiences, all under one visionary banner”.

In addition to the bespoke blending experience, customers will leave the Johnnie Walker Vault with a full 70cl bottle of their private blend, created by Walker, in a Baccarat crystal decanter. The unique expression will also be chronicled in the Johnnie Walker Vault archive.

A two-night stay at the Gleneagles hotel for two and a Michelin-starred dining experience forms part of the package.

Bramham said, “Emma’s gift for storytelling through blending is an incredible thing to witness and the guests lucky enough to secure this experience will leave with their personal story beautifully captured in liquid form.

“This is more than whisky. This is the ultimate showcase of Johnnie Walker blending artistry with history, heritage, personalisation and innovation in every drop.”

Johnnie Walker Vault registration opens on 12 March.