News

CHINA: Diageo rolls out Johnnie Walker House concept to Beijing

Most popular

Technology bringing tasting events closer to home

What rum needs to do to recognise its potential

How DNA testing will shape the future of drinking

A-B InBev's Craft Brew Alliance purchase - Comment

What does Brexit mean for drinks trademarks?

MORE

Diageo has opened a second Johnnie Walker House in China as part of a marketing exercise and is planning more for Asia. 

//i2.aroq.com/1/johnnie-walker.jpg

The facility in Beijing includes a bar, museum shop and “exclusive” members club. It follows on from a similar venue opened in Shanghai last year.

The site is a “response to the demand from Chinese consumers for in-depth knowledge, not only of the specific luxury brands they indulge in, but also of the broader categories the brands fall under”, the company said. 

The latest house includes members-only whisky vaults, signature blends and private “whisky-inspired” dining from the brand’s in-house chef. Its public downstairs Distillery Bar includes around 10,000 copper pipes, designed to simulate a working distillery.  

Diageo said it is aiming to roll out the concept, with "plans" for Asia-Pacific and globally. 

Earlier this week, the group said it is also well placed to grow its vodka brands in China despite the dominance of the domestic white spirits category. Baijiu accounts for 99% of all spirits sales in China.

Diageo has an interest in baijiu after taking a controlling stake in Sichuan Chengdu Quanxing Group, which owns 39.7% of baijiu brand ShuiJingFang, in 2010. 


Related Content

Diageo joins Scotch whisky chase for new drinkers with global Johnnie Walker push - just-drinks comments

Diageo joins Scotch whisky chase for new drinkers with global Johnnie Walker push - just-drinks comm...

Pernod Ricard's Chinese malt whisky distillery - just-drinks speaks to China MD Jean-Etienne Gourgues and Asia marketing head Tracy Kwan

Pernod Ricard's Chinese malt whisky distillery - just-drinks speaks to China MD Jean-Etienne Gourgue...

Game of Thrones 

Game of Thrones "biggest cultural collaboration" in Johnnie Walker history - Diageo CEO...

Diageo, Jiangsu Yanghe Distillery Co create JV to launch new whisky in China

Diageo, Jiangsu Yanghe Distillery Co create JV to launch new whisky in China...

Oops! This article is copy protected.

Why can’t I copy the text on this page?

The ability to copy articles is specially reserved for people who are part of a group membership.

How do I become a group member?

To find out how you and your team can copy and share articles and save money as part of a group membership call Sean Clinton on
+44 (0)1527 573 736 or complete this form..



Forgot your password?