Johnnie Walker Princes Street and the Edinburgh Festival Fringe Society have announced an exciting new partnership that will see Edinburgh’s most exciting whisky experience support the festival as an Official Partner Destination.
Since launching in September 2021, Johnnie Walker Princes Street has quickly become a must-visit destination for both locals and visitors. With iconic views of Edinburgh Castle and the cityscape, guests visiting the attraction are guaranteed a five-star experience.
Boasting personalised immersive tours, two stunning rooftop bars, a dedicated events space and spectacular retail store packed with exclusive items, Johnnie Walker Princes Street offers festival goers eight floors of whisky adventures in Edinburgh’s West End.
Celebrating the 75th anniversary of the Edinburgh Festival Fringe, the partnership brings together the world’s premier arts festival with the world’s best-selling Scotch whisky.
As Edinburgh plays host to artists and audiences from around the world this summer, Johnnie Walker Princes Street will welcome them for an experience that will invigorate their senses in August, and beyond.
As part of the partnership, Johnnie Walker Princes Street will feature across the Fringe venues map – a core navigation tool to ensure audiences enjoy their visit to Edinburgh and are able to easily find the wealth of Fringe venues across the city.
You can find this navigation tool in the back of the programme or collect a handy pocket version from the Fringe Shop during the Fringe.
In line with the net zero targets recently set out in the Fringe Society’s future development goals, Johnnie Walker Princes Street are also supporting the delivery of the Fringe’s e-ticketing journey, a significant digital development for 2022.
Barbara Smith, Managing Director of Johnnie Walker Princes Street said: “The Johnnie Walker Princes Street team is delighted to be coming on board as Official Sponsorship Partner of The Edinburgh Festival Fringe in its momentous 75thyear.
“2022 is a big year for us too, as we’ll enjoy our first full summer in Edinburgh. Our location in the heart of the West End is perfect for festival goers and what’s more they’ll get the perfect view of the city in full swing from our rooftop bar.”
Shona McCarthy, CEO at The Edinburgh Fringe Society said: “We’re delighted to expand our previous partnership with Johnnie Walker into an exciting new one with Johnnie Walker Princes Street.
“We’ve watched the development of the attraction over the last few years, and it’s a fantastic addition to Edinburgh’s visitor offer. Through the support of this partnership, we have been able to make improvements to our ticketing experience this August, and also bring back the popular Fringe venues map.
“We look forward to working with Barbara and the team at Johnnie Walker Princes Street during the busy weeks ahead, and into 2023 and beyond.”
Today, Thursday 7th July, Edinburgh Festival Fringe Society is delighted to launch the official 2022 Edinburgh Festival Fringe programme.
After the challenges of the last two years, it feels more important than ever to celebrate the diverse selection of work on display at the Fringe, spanning the genres of theatre, dance, circus, physical theatre, comedy, music, musicals, opera, cabaret, variety, children’s shows, spoken word, exhibitions and events.
As published in June, our shared vision for the Fringe is to give anyone a stage and everyone a seat.
This year’s programme features work across 3,171 shows, from 58 countries, with themes tackling some of the most topical issues in the world today.
From migration, refugees and displaced people, to race and identity, women’s safety, disability, mental health and climate change, as well as an exploration into gender, queer identity and drag, true crime and more along the way.
As might be expected, lockdown and wider isolation are prominent themes, as well as a focus on parent and child relationships through various generations. Joyously, this year’s Fringe brings together many well-known names, as well as emerging talent, in work both homegrown and international.
New for 2022 is an extension of the popular Fringe Street Events, which will invite audiences to enjoy performances in new locations, including St Andrew SquareandSt James Quarter.
In addition, Fringe Central – the festival’s home from home for Fringe artists, journalists, venue operators, creative industries, and visiting curators – is moving to St James Quarter for the first time.
In previous years this dedicated participants’ hub has played host to over 1,000 national and international media representatives, alongside 1,200 arts industry professionals looking for shows to book as well as co-commissioning and touring opportunities, making the Fringe one of the world’s foremost places for performing artists to do business, and to find opportunities to share their work in other festivals and on stage and screen.
Launching the 2022 Fringe Programme, Shona McCarthy, Chief Executive of the Edinburgh Festival Fringe Society, said: “As we celebrate the festival’s 75th anniversary year, the launch of today’s programme reflects the regenerative nature of a cultural icon that has weathered many storms since its inception.
“Featuring 3,171 shows from 58 countries, this year’s programme represents a glorious return to fully live shows in theatres, venues and public spaces across Edinburgh, in one of the greatest annual celebrations of culture and creativity in the world.
“As a festival which offers anyone a stage and everyone a seat, we can’t wait to welcome artists, writers, staff, crew, venues, producers, creatives, residents and audience members together this August, after two years of uncertainty and reinvention.
“We are hugely thankful to all our sponsors and supporters – those who have backed us through the tough times and those who have come on board to ensure the Fringe returns to its full stature in its celebratory 75th year.
“Venues, producers and artists have created an amazing array of performances and events which dig into some of the most topical themes being discussed in the world today. This is an opportunity for us all to laugh, cry, celebrate and be entertained together, living in this one incredible moment and looking ahead to the future of the Fringe and the many momentous moments yet to come.”
Culture Minister Neil Gray said: “It’s fantastic to see the Fringe unveiling such a varied and exciting programme for its 75th anniversary celebrations this year. Over the decades, as part of the Edinburgh Festivals, the Fringe has been pivotal in shaping and promoting our cultural identity on an international stage.
“To support the return and delivery of Fringe 2022, the Society has received £1.58 million through our PLACE Resilience Fund with £305,000 of this going towards maintaining the Society’s arts industry and media services and supporting the Fringe street events.
“The remaining £1.275 million in the fund has gone to venue producers so that they can continue to programme work of the highest quality. This benefits artists, workers and audiences by protecting jobs an increasing local employment as well as promoting accessibility, sustainability, diversity and inclusion.
“I would encourage everyone to visit the Fringe this year, and to do so safely and with consideration for those around you.”
Cllr Cammy Day, Council Leader of City of Edinburgh Council, said:“This is a very special year for the Fringe, not only does it see the return of a jam-packed programme of artists and performers from across the globe, it is also marks 75 years of this remarkable festival. The Fringe’s varied programme promises to impress, entertain and educate audiences of all ages with performers visiting the capital to showcase their work and meet new audiences.
“This year also marks the fifth year of Fringe Days Out where people have the opportunity to enjoy the Fringe. Through partnerships with schools, community groups, charities and organisations Fringe vouchers, bus tickets and additional support is provided to offer residents the choice to visit the festival. I would encourage everyone to explore this year’s programme– it’s not to be missed.”
Paul Bush OBE, VisitScotland’s Director of Events, said: “The Edinburgh Festival Fringe is a fantastic platform for artists, performers and communities to connect, enjoy and share memorable experiences.
“It is also a key part of Scotland’s portfolio of world-class events and having the Fringe in our calendar further strengthens the country’s position as a leading events destination and the perfect stage for events.
“The launch of the 2022 programme is a wonderful milestone as we celebrate 75 years of this amazing event and return of an international cultural icon. Whether it’s comedy, music or theatre, now is the time to plan and enjoy experiences that stir the emotions and elevate in-the-moment moods.”
James Stafford Head of Partnerships & Community at TikTok said: “The Edinburgh Fringe is a unique moment that brings together emerging artists in a celebration of creativity.
“Our partnership places TikTok’s global community at the heart of the iconic festival, and celebrates our joint belief that creativity is for everyone. TikTok is the home of entertainment and creativity and I know our community will welcome the opportunity to discover new artists, collaborate, and be inspired.”
Barbara Smith, Managing Director of Johnnie Walker Princes Street,said: “The Johnnie Walker Princes Street team is delighted to be on board as Official Partner of The Edinburgh Festival Fringe in its momentous 75th year.
“2022 is a big year for us, too, as we’ll enjoy our first summer open, and we can’t wait to help entertain the festival crowds when they arrive come August. We’re very much looking forward to hosting our own unmissable programme of events in our ‘Label Studio’ space as part of our ‘Pick of the Fringe’ series.
“Our guests can expect to enjoy an exciting and diverse mix of comedy, music, and theatre, paired with some of the most creative cocktails and tastiest drams Scotland has to offer.”
