Diageo has similar stores in Shanghai and Beijing

Diageo has similar stores in Shanghai and Beijing

Diageo has opened its latest Johnnie Walker House, in South Korea, as the Scotch retail “experience” moves outside of China for the first time.

The store in Seoul, the company's third overall, features a bar, a training school for bartenders, an events lounge and exclusive whiskies for the South Korean market, Diageo said today (27 September). It follows similar sites in Shanghai and Beijing that opened in 2011 and 2012, respectively.

Gilbert Ghostine, president of Diageo Asia Pacific, said: “Being the largest Scotch and super premium Scotch market in Asia Pacific and with a growing luxury market, South Korea was the clear market to expand the Johnnie Walker House footprint and to help us strengthen our lead in Scotch whisky. This is also in line with Diageo’s strategy to invest in new and growing opportunities with luxury consumers.”

The six-floor store is in Seoul's luxury retail district of Cheongdam, “an area known for leading-edge fashion and lifestyle trends”, Diageo said.