Johnnie Walker Princes Street marks one million visitors milestone

  • World’s Leading Spirit Tourism Experience” has hosted over 1M guests from over 141 Countries
  • 80% of visitors note a positive influence on Scottish tourism
  • Further stats & downloadable infographics are available here.

Johnnie Walker Princes Street, the World’s Leading Spirit Tourism Experience, is celebrating a massive milestone this week, having now welcomed over 1 million visitors from 141 countries just three years since opening its doors.

Secretary of State for Scotland Ian Murray was on site today congratulating the team as they celebrated the milestone.

The venue leverages AI powered personalisation technology to help guests discover their personal flavour profile, which is then used to tailor their experience on Johnnie Walker Princes Street’s signature “Journey of Flavour”.

To date, the experience has collected the flavour profiles of over 100,000 guests, an invaluable resource for product development. The experience seeks to inspire visitors to explore the wider world of Scotch Whisky as it relates to their own personal tastes, breaking down barriers including those around how the drink should be enjoyed by focusing on cocktail culture, serving almost 700K highballs and cocktails alone since opening.

Johnnie Walker Princes Street serves as a key destination within Scotland’s vibrant food and drink landscape, attracting visitors eager to immerse themselves in local culture. According to the Scotland Visitor Survey 2023, nearly half (46%) of visitors to the country engage in food and drink activities during their stay, with 26% visiting a whisky, gin distillery or brewery, and 21% visiting a whisky distillery.

The venue’s formula has proved a successful one, with Johnnie Walker Princes Street garnering an impressive “Net Promoter Score”, a trusted metric for measuring customer experience, of 85, and 91% of visitors’ perception of Johnnie Walker improving post visit using “brand conversion” tracking.

The nearly 50/50 male and female gender split  is a particular point of pride.

The Rt Hon Ian Murray MP, Secretary of State for Scotland, said: “It was incredibly exciting to visit Johnnie Walker Princes Street today to celebrate this hugely important milestone.

“It’s a fantastic attraction, making a huge contribution to Edinburgh’s tourism and the local economy. And of course, it’s a huge promotion for Scotch whisky, one of Scotland’s biggest success stories, and a key part of Brand Scotland.”

Guests from Australia to Zimbabwe and everywhere in between have passed through the venue’s doors since September 2021. With 24% of guests visiting from countries with high spend per head like the US 7 and 80% of visitors noting Johnnie Walker Princes Street’s place in supporting the growth of Scottish Tourism 2.

Vicki Miller, Chief Executive at VisitScotland, said: “This is an amazing achievement by Johnnie Walker Princes Street. It is a testament to the investment and confidence of Diageo in creating a luxury visitor experience in the centre of the city, and the staff, whose work has maintained its popularity.

“Scotch whisky is a unique part of our cultural heritage and as such is hugely important to what makes Scotland a must-visit destination. Our own research shows that a quarter of all visitors to Scotland take in a whisky, gin or brewery experience.

“Since opening in 2021, Johnnie Walker Princes Street has become an essential attraction while complementing the burgeoning food and drink experiences across the city. Its popularity will no doubt have helped support the successful post-pandemic recovery of international tourism.”

Dafydd Pugh Williams, Managing Director of Diageo’s Scotland Brand Homes added: “Johnnie Walker Princes Street was launched to recruit consumers from around the World to Johnnie Walker and indeed the entire Scotch Whisky category.

“We wanted to disrupt consumer perceptions of Whisky through offering a pioneering experience which demonstrated the huge breath of flavours with the category, the incredible history of Johnie Walker and champion the people and communities which have helped make the brand a global icon.

“We could not be prouder of the venue’s hugely dedicated team who have made such an impact on so many guests in just three short years. We’d like to thank our colleagues in the Scotch Whisky Association and Visit Scotland for their continued support as we work together to showcase Scotch, and Scotland, to the world.

“Most excitingly we feel like we’re just getting started and there is plenty more growth to come as we Keep Walking.”

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Ian Murray comments on Scotland’s latest GDP figures

Scotland’s onshore GDP grew by 0.3% in July 2024 according to statistics announced by the Chief Statistician yesterday. This follows no growth in June 2024 (revised up from -0.3%).

In the three months to July, GDP is estimated to have grown by 0.3% compared to the previous three month period. This indicates a slight decrease in growth relative to the increase of 0.6% in 2024 Quarter 2 (April to June).

The two industries which made the biggest contribution to overall GDP growth in July were Manufacturing and Information and Communications Services, both of which contributed 0.1 percentage points of growth to headline GDP.

The monthly statistical publication and data is available from the Scottish Government’s website.

UK disorder – Police Scotland update

EDINBURGH INTERFAITH ASSOCIATION SPEAKS OUT

Police Scotland continues to engage with our communities to offer reassurance following violent disorder in other parts of the United Kingdom.

Officers continue to closely monitor the situation to ensure any potential for violence or disorder in Scotland is identified quickly and responded to immediately.

Today (Wednesday 7 August, 2024) Chief Constable Jo Farrell met with the First Minister John Swinney MSP along Assistant Chief Constable Gary Ritchie in Edinburgh.

Our Chief is also meeting with community groups in Glasgow to listen to their perspectives and offer reassurance.

Assistant Chief Constable Gary Ritchie, Gold commander for our policing response, said: “We understand the concern and officers right across Scotland are providing reassurance to communities across the country through enhanced patrols and direct engagement.

“We continue to closely monitor the situation to ensure any potential for violence or disorder in Scotland is identified quickly and responded to immediately.

“Policing in Scotland has strong relationships with the public and we are grateful for the ongoing support of our communities.

“We are aware of a number of potential protests, and counter protests, over the coming weeks, which will be policed appropriately but we are not going to speculate on or add publicity to individual potential events.

“I would also encourage everyone to be responsible in their use of social media and not to share speculation or inaccurate information. Please think twice about what you read, share and believe from online sources.

“Police Scotland is a rights-based organisation, and our role is to ensure public safety while balancing the rights of protesters who wish to peacefully demonstrate. We encourage anyone with concerns or information to contact us through 101.

“Violence and disorder is not legitimate protest and anyone who engages in disorder will be dealt with swiftly and robustly.

“Our thoughts continue to be with those affected by the appalling violence which has been experienced in some communities and with our brave colleagues in UK policing.

“We continue to be in close touch with other UK police services should requests for support be required.”

FIRST MINISTER MEETS FAITH LEADERS

First Minister John Swinney has held positive talks to provide further reassurance to people across Scotland in the context of ongoing disturbances and disorder in parts of the UK.

The First Minister met with representatives of faith and refugee groups at Bute House this morning to show solidarity with communities around the country.

He then met with Scottish political party leaders and Police Scotland representatives to discuss the situation in Scotland and the rest of the UK. 

Speaking after the meetings, the First Minister said: “My positive meetings today were intended to provide reassurance that this is a time for solidarity and that we are united in our opposition to anyone who would seek to use disorder to divide people.

“I have drawn together faith leaders from across communities in Scotland to express our solidarity together – we respect each other and we want everybody to be safe within our society.

“I have also brought together leaders of political parties in Scotland for a briefing with Police Scotland to enable the police to set out the work they are undertaking to keep people safe in Scotland, should we face any events of the type that we have seen in other parts of the United Kingdom.

“The displays of violence, prejudice and Islamophobia seen in other parts of the United Kingdom have no place in democratic society, and I want to reassure people in Scotland that we have plans and preparations in place to ensure everybody is kept safe.

“We are absolutely not complacent and remain vigilant. I am in regular contact with the Chief Constable who has reassured me that Police Scotland has the capability and resources in place to respond should we face the same challenges.” 

The First Minister met with representatives from the following faith and refugee groups this morning:

  • Scottish Hindu Foundation
  • Scottish Association of Mosques
  • Scottish Council of Jewish Communities
  • Senior Rabbi, Giffnock Newton Mearns Synagogue
  • Scottish Ahlul Bayt Society
  • Scottish Episcopal Church
  • Church of Scotland
  • Muslim Council of Scotland
  • Scottish Refugee Council

The First Minister also met with:

  • Jo Farrell (Chief Constable, Police Scotland)
  • Alan Speirs (Deputy Chief Constable, Police Scotland)
  • Gary Ritchie (Assistant Chief Constable, Police Scotland)
  • Douglas Ross MSP (Scottish Conservatives)
  • Anas Sarwar MSP (Scottish Labour)
  • Lorna Slater MSP (Scottish Greens)
  • Patrick Harvie MSP (Scottish Greens)
  • Alex Cole Hamilton MSP (Scottish Liberal Democrats)

Secretary of State for Scotland @IanMurrayMP has also written to reassure Scottish faith communities and underline there is no place in Scotland for racism, bigotry, or the politics of hate:

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A STATEMENT BY EDINBURGH INTERFAITH ASSOCIATION

Scottish Secretary hosts a reception for Edinburgh’s festivals

Ian Murray thanks the hard work of people behind the scenes who make the festivals a success

The Secretary of State for Scotland, Ian Murray, hosted a reception as the Edinburgh Festivals get underway this week. 

The event, which was hosted in Queen Elizabeth House, the UK Government’s flagship building in Edinburgh, was attended by representatives from Edinburgh’s 11 Festivals. Scotland Office Minister Kirsty McNeill also attended. 

There was a performance from Ryan Corbett, a classical accordionist from Glasgow. 

The UK Government is supporting artists bringing work to the Fringe Festival through its ‘Keep it Fringe’ fund, an initiative launched in 2023. Supported by £1 million from the UK Government over two years (2024 and 2025), there are 180 recipients of £2,500 bursaries this year. 

The UK Government is also helping to fund a central premises for the Edinburgh Fringe Society to house staff and provide a venue for visitors throughout the year. 

Speaking at the event, Mr Murray said: “For three weeks in August, the city of Edinburgh becomes the global epicentre of culture as we welcome an explosion of creative energy. Artists and performers take to hundreds of stages all over the city to present shows for every taste. 

“It is of course not only a cultural and social asset, but a huge contributor to our economy, generating around £360m and supporting around 7000 jobs each year. The creative industries are the fastest growing part of our economy and we should nourish and support this growth.

“They are all a key part of Brand Scotland, and I am determined the Edinburgh festivals form part of our plan to attract international investment to Scotland, so that they can be enjoyed by future generations. 

“I would like to thank everyone involved in the festivals whose hard work helps make this success story possible.”

Edinburgh wakes up to three new MPs

LABOUR WINS THREE SEATS FROM SNP IN THE CAPITAL

The UK Parliamentary General Election results for Edinburgh’s five constituencies were announced at the Royal Highland Centre this morning (Friday 5 July).

The Members of Parliament for each constituency are:

Edinburgh East & Musselburgh: Chris Murray, Scottish Labour Party (majority 3,715) – LAB GAIN

Outgoing MP Tommy Sheppard said: “Thank you to everyone who supported me at this election and I’d like to congratulate Chris Murray and wish him well.

“It’s been the privilege of my life to represent East Edinburgh and I will continue to play a part in building a future as an independent Scotland.

Edinburgh North & Leith: Tracy Gilbert, Scottish Labour Party (majority 7,268) – LAB GAIN

Outgoing MP Deirdre Brock said: “Thank you to everyone who supported me and all the wonderful people I met over the last nine years representing the best constituency in the country.

“I wish its new MP well in her new role.”

Edinburgh South: Ian Murray, Scottish Labour Party (majority 17,251) – LAB HOLD

Edinburgh South West: Scott Arthur, Scottish Labour Party (majority 6,217) – LAB GAIN

Edinburgh West: Christine Anne Jardine, Scottish Liberal Democrats (majority 16,470)

The results were announced by the Returning Officer for Edinburgh, Paul Lawrence, who said: ’d like to sincerely thank our fantastic colleagues in the Elections team and across the Council for their hard work, dedication, and diligence in what has been a challenging election to deliver under tight timescales.

“This is truly public service at its very best and one of the most important duties that we’re bound to carry out. I’d also like to thank Police Scotland, the candidates, agents, and media for working alongside us to conduct proceedings properly and efficiently. 

“Our new MPs have my best wishes and I’m sure they will all be great representatives of our city and its people. 

“Finally, I’d like to thank our residents for making their voices heard and taking the time to cast their votes.”

In what was a historic night for Labour, Scottish leader Anas Sarwar said:

In a dreadful night for nationalists, Edinburgh finds itself with NO SNP MPs. Deirdre Brock, Joanna Cherry and Tommy Sheppard all lost their seats in the Labour landslide.

The party lost FORTY seats across the country – including all of their seats in Edinburgh and Glasgow -and has been reduced to just nine seats across Scotland.

SNP leader John Swinney acknowledged: “I am sorry for the valued colleagues who have lost their seats. We need to learn from this setback, listen to the public and pick ourselves back up.

“We have to do that because we want to do the best for Scotland.”

The sentiment was echoed by local SNP North and Leith MSP Ben Macpherson, who said on X (Twitter): “A difficult night for @theSNP. I’m particularly sad for my two excellent local colleagues @DeidreBrock & @TommySheppard, & their brilliant teams.

“Thank you to them & all of our great @snpenl activists.

“We will learn, reflect & respond. For me the work continues later. #Persevere.”

The SNP has just two years until the next Scottish Parliament elections.