In other words, leave the leather armchairs and smoking jackets at home-this isn’t your grandfather’s whisky tour. At the heart of the property is an inclusive, accessible brand experience that actively rejects the perception of Scotch whisky as a high-brow liquor reserved for only the most sophisticated of palates. But Johnnie Walker Princes Street is anything but pretentious. Indeed, Johnnie Walker’s new permanent brand home in Edinburgh, Scotland is a majestic, eight-story wonder built in the center of the capital that projects a regal quality, beckoning visitors (its position adjacent to the 700-year-old Edinburgh Castle doesn’t hurt, either). It’s fitting that the crown jewel of the single biggest investment in Scotch whisky tourism is located on Princes Street. The Journey of Flavor tour matches visitors’ flavor profiles with a color-coded RFID wristband.
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