Diageo unveils Johnnie Walker House in Singapore

Diageo has launched an invitation-only, private tasting suite in Singapore where whisky collectors can taste rare expressions of Johnnie Walker blends and single malts.

Overlooking a historical trading port, the new Johnnie Walker House is open to private collectors only by personal invitation and offers some of the rarest expressions of blended and single malt Scotch whiskies from Diageo’s 28 operating and 11 closed malt distilleries: including limited releases from Brora and Port Ellen and rare blends from the John Walker & Sons Collection which are not available through any other channel.

There will also be a private client team of Scotch whisky experts who can provide guests with advice on whisky cellar curation and direct access to Diageo’s blending rooms, distilleries and craftsmen – including master blender Jim Beveridge. Guests will also have exclusive access to services, such as the John Walker & Sons bespoke ‘Signature Blend’ and unique ‘Casks of Distinction’ programme.

The expansion complements the venture with Moet Hennessy Diageo (MHD) Singapore and Johnnie Walker’s distributor partner, Singbev. MHD will continue to sell and distribute only the Johnnie Walker core and standard portfolio to trade channels while SingBev, will continue to sell and distribute only the single malt portfolio to trade channels.

“With whisky appreciation in Asia significant and growing, there is great opportunity for Diageo,” said Apurvi Sheth, managing director emerging South East Asia and joint ventures, Diageo.

“Being the clear leader for Scotch in the world, we are best placed with both variety and capacity to provide world-class luxury Scotch experiences to the market.

“In Asia, there is rapid growth of interest in rare whisky not only as a collectible asset, but also for investing and gifting. As consumers become more discerning, they are also actively seeking out access and rare experiences. The opening of Johnnie Walker House in Singapore – ostensibly the hub for fine spirits in South East Asia – is a natural next step to bring the best of our luxury Scotch portfolio to the region.”

Lawrence Law, global director for Johnnie Walker added: ““Over the last five years, there has been rapid growth of interest in rare whisky as a collectibles, evidenced also by the success of our Johnnie Walker House limited editions,”

“With the addition of the Johnnie Walker House private suite in Singapore, we look forward to bringing the rarest of collections to enthusiasts – complemented with exclusive, unforgettable experiences.”

Elsewhere, there are six Johnnie Walker Houses in Scotland and others in Beijing, Chengdu, Melbourne, Seoul and Shanghai as well as retail units in Taoyuan International Airport and Mumbai International Airport.