Johnnie Walker House Singapore a first for SE Asia

Johnnie Walker House Singapore joins the international network of by-invitation-only whisky lounges, the first in Southeast Asia.

It will offer connoisseurs the Diageo-owned brand’s range of rare and collectable Scotch whiskies.

Johnnie Walker Houses are stand-alone and airport boutiques dedicated to presenting the brand’s whiskies in a curated lifestyle setting. These include rare blended and single-malt Scotch whiskies from Diageo’s 28 operating and 11 closed malt distilleries.

Experts can provide guests with advice on whisky cellar curation, and offer direct access to blending rooms, distilleries and craftsmen.

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

“With whisky appreciation in Asia significant and growing, there is great opportunity for Diageo,” says Apurvi Sheth, the company’s MD for emerging Southeast Asia and joint ventures.

“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.”

There are six Johnnie Walker Houses in Scotland, with others in such cities as Auckland, Beijing, Chengdu, Melbourne, Seoul and Shanghai, as well as retail units in Taoyuan International Airport, Taipei, and Mumbai International Airport.