UK-based spirits maker Diageo has unveiled Johnnie Walker House in Seoul, South Korea, which is the Scotch whiskey brand's third global embassy.
Located in the luxury retail district of Cheongdam, the new embassy will use advanced technology together with traditional craftsmanship to create new Scotch whiskey offerings.
Johnnie Walker House Seoul houses Blending Suite - where visitors can use a unique blending table to identify the subtle aromas of whiskey and a customization area to select a bottle of Johnnie Walker and create bespoke pieces through engraving, packaging, or wrapping; and World Class Academy - a training school for consumers and Korea's bartenders.
In addition, the house features a VIP Lounge, Sky Bar and a distillery, the company said.
Diageo Asia Pacific president Gilbert Ghostine said that the Korean consumers are looking for brands that have true heritage, craftsmanship and exceptional quality, which can be found in the Johnnie Walker House Seoul with the company's limited edition rare Scotch whiskies, custom designed whiskey dinners, and other exclusively-Korean, modern whiskey offerings.
"Being the largest Scotch and Super premium Scotch market in Asia Pacific and with a growing luxury market, Korea was the clear market to expand the Johnnie Walker House footprint and to help us strengthen our lead in Scotch whisky," added Ghostine.
"This is also in line with Diageo's strategy to invest in new and growing opportunities with luxury consumers."
Located in the luxury retail district of Cheongdam, the new embassy will use advanced technology together with traditional craftsmanship to create new Scotch whiskey offerings.
Johnnie Walker House Seoul houses Blending Suite - where visitors can use a unique blending table to identify the subtle aromas of whiskey and a customization area to select a bottle of Johnnie Walker and create bespoke pieces through engraving, packaging, or wrapping; and World Class Academy - a training school for consumers and Korea's bartenders.
In addition, the house features a VIP Lounge, Sky Bar and a distillery, the company said.
Diageo Asia Pacific president Gilbert Ghostine said that the Korean consumers are looking for brands that have true heritage, craftsmanship and exceptional quality, which can be found in the Johnnie Walker House Seoul with the company's limited edition rare Scotch whiskies, custom designed whiskey dinners, and other exclusively-Korean, modern whiskey offerings.
"Being the largest Scotch and Super premium Scotch market in Asia Pacific and with a growing luxury market, Korea was the clear market to expand the Johnnie Walker House footprint and to help us strengthen our lead in Scotch whisky," added Ghostine.
"This is also in line with Diageo's strategy to invest in new and growing opportunities with luxury consumers."
