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JOHNNIE WALKER HOUSE(TM), Embassy of Scotch Whisky Culture, Opened in Shanghai

 

SHANGHAI, May 24, 2011 /PRNewswire-Asia-AsiaNet/ --

Diageo Promotes Development of Scotch Whisky in China

JOHNNIE WALKER(R), the world's best-selling brand of Scotch whisky, opened The JOHNNIE WALKER HOUSE(TM) in Shanghai's Sinan Mansions on May 19, 2011. The JOHNNIE WALKER HOUSE(TM) is the first of its kind outside of Scotland and marks a new chapter for whisky culture in China. Interactive sensory journeys and inspirational forums make this house a unique experience for every guest.


JOHNNIE WALKER HOUSE(TM), Embassy of Scotch Whisky Culture, Opened in Shanghai


Johnnie Walker, the world's best-selling brand of Scotch whisky, opened The Johnnie Walker House, embassy of Scotch whisky culture, in Shanghai’s Sinan Mansions on May 19, 2011


JOHNNIE WALKER(R) Master Blender Dr. Jim Beveridge launched the Special Commemorative Edition, JOHNNIE WALKER(R) 1910


JOHNNIE WALKER(R) Master Blender Dr. Jim Beveridge and the three celebrity guests Peter Chen, Chen Kun, and Xia Yu


Film director Peter Chan, actor Xia Yu and Chen Kun took the media interview

Celebrities and the social elite joined in the celebrations.  Xia Yu, who was a named winner at Venice film festival; Chen Kun, winner of both the Huabiao and Baihua award; Peter Chan, the influential film director and producer, were witness to the exciting moment when the JOHNNIE WALKER HOUSE(TM) was first opened. The three celebrity guests, along with JOHNNIE WALKER(R)'s Master Blender, Dr. Jim Beveridge, led a tour for guests inside The JOHNNIE WALKER HOUSE(TM).

"When we talk to people about blending, we don't lecture or talk at them.  We like people to gather round and have what we call a whisky conversation," says the JOHNNIE WALKER(R) Master Blender, Dr Jim Beveridge. "The House is inspired by the 'Whisky Conversation', and is the first whisky embassy in China creating a new milestone for whisky culture and marking a new chapter in the epicJOHNNIE WALKER(R)story."

At dusk, Gilbert Ghostine, President, Diageo Asia Pacific and Joseph Tcheng, Managing Director, Diageo Greater China, JOHNNIE WALKER(R) Master Blender Dr. Jim Beveridge and the three guests Peter Chen, Chen Kun, and Xia Yu cut the ribbon to celebrate the opening of The JOHNNIE WALKER HOUSE(TM). The guests were invited to a toast, marked with the first tasting of the Special Commemorative Edition, JOHNNIE WALKER(R)1910. This whisky has been specially created for The JOHNNIE WALKER HOUSE(TM) using tasting notes and recipes discovered from that time.  It symbolizes the one hundred years of growth by JOHNNIE WALKER(R) since it first arrived in China in 1910.  JOHNNIE WALKER(R) 1910 will only be available in China from The JOHNNIE WALKER HOUSE(TM).

For more information, please contact:

Ryan Ye
Senior Associate
Ogilvy Public Relations Worldwide, Shanghai
Direct: +86-21-2405-1604
Email: ryan.ye@ogilvy.com

Source: Moet Hennessy Diageo Shanghai Ltd. (MHD China)
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