Johnnie Walker Prices Street Keeps On Walking

What do you see in the future for JWPS - what do the next three years look like?

There are four areas of focus for me that I will build further success:

1. Consumer-led growth

We've had a million people through the doors already. But as we look at the growth potential of Johnnie Walker Prices Street, we know we can be much bigger. We've still got a lot of room to grow - I think we can be four times as big. And that will be a combination of more footfall coming through the doors and building recruitment.

1. Build the Food & Beverage offer

This business is an interesting one, because, unlike in the Guinness Storehouse in Dublin, here people can come off the street just to enjoy our food and drink offer. So, I see a role for JWPS becoming world famous for its food and drink offer; getting to the point where if people are coming to Edinburgh, they want an absolutely outstanding meal with an unparalleled view of the castle and a brilliant whisky tasting experience, then without question they're coming to JWPS.

1. Retail

We have an incredible opportunity from a retail perspective. The store at the ground level of JWPS is an amazing innovation. Diageo, globally, doesn't have many direct-to-consumer retail premises. So the lessons we take from building sales in this retail space means our role should then be to inform the rest of the Diageo world on what great Scotch retail looks like. We can be the pioneers for Johnnie Walker retail - not just the test bed.

1. Bar and cocktail culture

Diageo doesn't own many direct-to-consumer bar offerings around the world either. Here we have Diageo employees working in our bar innovating with whisky. We have Emma Walker, Consumer Experience Manager, Scotch, coming in and working with them on the best cocktails to go with certain whiskies. We believe we could play a really vibrant role in cocktail culture, both in terms of creating an amazing activation in Edinburgh, but also creating stuff that can be socialized around the whole world for Diageo. And then there is the food matching element. Whisky and food hasn't traditionally been a common bedfellow. But actually we see that as a really key opportunity for us up here, and so you know whether it's making brilliant mixed cocktails that go with a certain course, or having it at the end of a brilliant meal.

Johnnie Walker Princes Street: https://www.johnniewalker.com/en-gb/visit-us-princes-street?utm_source=vanityurl&utm_medium=vanityurl&utm_campaign=vanityurl