CBI member Diageo recently opened the Johnnie Walker House Beijing, the world's largest embassy for luxury Scotch whisky.
Including a bar, museum, retail outlet, and an exclusive members club, the Johnnie Walker House Beijing is a response to the demand from Chinese consumers for in-depth knowledge, not only of the specific luxury goods they purchase, but also of the broader categories that the brands fall under.
The opening of the Johnnie Walker House Beijing follows on the successful launch of the Johnnie Walker House in Shanghai last year. Since the House in Shanghai began operating in 2011, sales of super-deluxe Johnnie Walker whisky in China have increased 64% year-on-year.
Gilbert Ghostine, President of Diageo Asia Pacific, said, "The Johnnie Walker House in Shanghai has been our most successful experiment in marketing and commercial innovation in Asia to date. This was a journey for our consumers, as well as our business, and we are very happy today to share even
more luxurious offerings through the Johnnie Walker House Beijing.
This experience has brought incredible success and new energy to Johnnie Walker's century-long
story of progress in China."
Please click here to read the full press release by Diageo.