Diageos Doug Bagley, left, opens the latest Johnnie Walker House

Diageo's Doug Bagley, left, opens the latest Johnnie Walker House

Diageo's Johnnie Walker Houses have reached Europe for the first time, with the company unveiling one of the premium retail outlets in Amsterdam's Schiphol airport.

Seven Johnnie Walker Houses have already been opened in Asia and one in South Africa. The Schiphol house, in Europe's fifth-busiest airport, will sell the same range of premium Johnnie Walker brands including exclusive collections, Diageo said.

"[Schiphol] is estimated to grow faster than any other airport in Europe in the coming years," said Diageo's global Travel Retail MD, Doug Bagley. "This growth, combined with the burgeoning demand for luxury spirits in travel retail, offers a prime opportunity for the Johnnie Walker House Amsterdam Airport Schiphol."

The new site will occupy two stories in Schiphol's Lounge Two. Consumers will be able to buy tasting sessions in the private bar and lounge on the first floor and to purchase exclusive collections including the John Walker & Sons Master Blenders Collection and the Johnnie Walker Epic Dates Collection. 

Diageo opened its seventh so-called Asian 'whisky embassy' in Singapore's Changi airport last year. The company describes the outlets, which were first launched in China in 2011, as "part education, part private club, part museum, part retail".