Where Harry Potter led, Johnnie Walker, it seems, is set to follow.
Diageo said yesterday that it would invest £150m in Scotland to boost whisky tourism, with much of that earmarked for the creation of a new Johnnie Walker-themed attraction in Edinburgh.
The model for a “Johnnie Walker world” is less the Harry Potter-themed Warner Brothers studio attraction near London than Diageo’s own Guinness Storehouse in Dublin, Ireland’s top paid-for tourist attraction with 1.71 million visitors last year.
