Diageo Launches Johnnie Walker Vault, A New Luxury Platform

Diageo has unveiled the Johnnie Walker Vault, billed as a platform for highlighting unique blended whiskies and luxury-focused collaborations. At the heart of the Vault, located at Johnnie Walker Princes Street in Edinburgh, Scotland, is a collection of whiskies created by master blender Emma Walker. “Johnnie Walker Princes Street, our brand home, has transformed how we engage with consumers, and has welcomed over 1 million visitors,” Diageo CEO Debra Crew noted recently at the Consumer Analyst Group of New York conference.

At any given time, the Vault will showcase a selection of whiskies from a pool of 500, including bottlings from ghost distilleries and some of the company’s rarest aged stocks. In addition, the Vault will host private blending sessions—starting at $65,000 (£50,000)—that can include stays at the Gleneagles Hotel, Michelin Star dining, and a bespoke blend made with Walker.

Globally, Johnnie Walker was at 20.3 million cases in 2024, down 3%, according to Impact Databank, but the brand remains the most valuable spirits label in retail terms globally by a wide margin, and the largest Scotch whisky by volume by more than 10 million cases. In the U.S., the brand slipped 5.1% to 1.8 million cases last year. Diageo North America CEO Sally Grimes noted that the brand has seen recent success with Johnnie Walker Black Squid Game, a tie-in with the popular Netflix show.—Shane English

Tagged : Diageo, Johnnie Walker

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