Location Near Qianmen Limited To 200 Members#
Coming over a year after the launch of China's first Johnnie Walker House at Shanghai's Sinan Mansions, this week saw the grand opening of the second location in Beijing. Launched in the city's Qianmen area, the Johnnie Walker House Beijing, like its Shanghai counterpart, is geared towards those new to whisky as well as seasoned aficionados, functioning as a sort of "embassy of Scotch" to tell the story of the brand, its history, and its products.
However, with its new Beijing location, Johnnie Walker isn't simply latching onto the city's growing private club scene. Though China is an increasingly important market for whisky producers, consumer knowledge lags behind older markets like India. As such, the Johnnie Walker Houses in China are as educational as they are exclusive. As general manager Lawrence Law told Retail Times this week,
“Johnnie Walker House Beijing is a multi-sensory experience, showcasing Scotch Whisky culture; it is a luxury boutique, selling the master blender’s finest work; it is a private club, providing a new cultural platform for whisky appreciation; and it is an artistic space, providing inspiration for new forms of creativity."
Limited to an invitation-only list of 200 members, the new four-story location -- like its Shanghai twin -- offers experiences such as personalized whisky blends, bespoke food and drink pairings, and a menu developed by chef Phoebe Cleland. As in Shanghai, members can get their hands on hard-to-find and exclusive bottles, as well as take part in blending sessions led by the company's master blender.
For the House's most serious (and wealthiest) members, Johnnie Walker is also offering a concierge service to set up bespoke trips to Scotland. Members can visit private distilleries, sample some of the world's rarest whiskies, stay in centuries-old castles, and gain access to members-only golf courses.
Naturally, these perks don't come cheap, with personalized blends starting at £80,000, but if there's one thing that the Johnnie Walker House Shanghai proved, it's that the sky's the limit for China's small but devoted group of Scotch fanatics.
Johnnie Walker House Beijing#
23 Qianmen Street, Dongcheng District, Beijing
Hours: Tuesday-Sunday, 7:00 PM-2:00 AM