How will Edinburgh's new Johnnie Walker attraction reshape the city's West End?

Johnnie Walker Princes Street has just officially opened its doors, injecting colour and activity into Edinburgh’s West End, and looking to harness the huge appeal of the world's biggest-selling Scotch whisky brand.

Parent company Diageo says the attraction – which spans eight floors and is “crowned by two world-class rooftop bars” – is the centrepiece of its £185 million investment in Scotch whisky tourism in Scotland.

The spirits giant is hoping that the new site will emulate the popularity of the Guinness Storehouse in Dublin, which saw 1.7 million visitors cross the threshold in 2019, and was named Ireland's top visitor attraction that year. It is that big a deal.

As tourism starts to return to the Capital, the west end of Princes Street is likely to appear on the must-see list of many international visitors, especially from the United States and Asia, alongside the Castle and the Royal Mile.

The new attraction is seen as 'a terrific, positive signal that Edinburgh is very much open for business'. Picture: Diageo.

Diageo chief executive Ivan Menezes has said Johnnie Walker Princes Street marks “a landmark investment in Scotch whisky and into Scotland, and it sets a new standard for immersive visitor attractions”.

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The Johnnie Walker name certainly boasts huge recognition globally, with the brand ranked in Interbrand’s Best Global Brands 2020 in 98th place – sandwiched in between Burberry and Prada.

The product is available in more than 180 countries, and helped Diageo achieve total net sales of £12.8 billion in its latest annual resu