THE world’s first Scotch Whisky embassy has opened its doors in China.
The Johnnie Walker House in Shanghai is a four-story shrine dedicated to the Scottish tipple.
Named after the biggest selling Scotch in Asia, the building is set to lead the way in whisky education.
It is situated in Shanghai’s historic and luxurious Sinan Mansions district and is owned by Diageo.
The building boasts floors made of oak casts and features made from copper spirit stills.
On the ground floor visitors can buy a bottle and learn more about Scotch, its history and heritage.
And on the upper floors connoisseurs can enjoy a dram and can be mentored in whisky making with the chance to create their own blend.
Gilbert Ghostine, president of Diageo Asia Pacific, recently opened the building.
“Diageo is the leading Scotch business in Asia Pacific. With the launch of the Johnnie Walker House, we are bringing Scotland to China by creating a flagship home for Scotch whisky.
“Our ambition is to help Chinese consumers discover the status and rich heritage of Scotch whisky.
“This is a game-changing moment for Johnnie Walker in China as we open the ultimate luxury venue for our consumers and demonstrate our commitment to building the Scotch category in China. “
Scotch sales in China have grown nearly 12 fold in the past decade, from 142,000 9-litre cases in 2000 to 1.6 million in 2009.
And the Scotch Whisky Association say exports to China rose a further 24 per cent to 55 billion last year.
James Thompson, of Diageo, said that China’s love affair with luxury
“has gone way beyond
“People want to show off their knowledge … it’s a more discerning status they’re after. “
To commemorate the opening of the Johnnie Walker House in China, Diageo launched the Johnnie Walker 1910 Commemorative Edition.
1910 marks the year that Johnnie Walker was first enjoyed in China.
The whisky is
“for sale by invitation only’ and will only be available at the Johnnie Walker House.
Each bottle will be sold for 1300 and will be individually numbered.
Only 1000 bottles will be available which will be sold at 1300 each and will also be individually numbered.
This is the first time Diageo will be presenting a Johnnie Walker blend in only one location in the world.