Johnnie Walker House opens in Beijing Step forward Scottish whisky brand Johnnie Walker, which has opened the grandiose Johnnie Walker House in Beijing. Described by the company as the world's largest embassy for luxury Scotch whisky, the venue will immerse its visitors in all aspects of the drink and its various rooms and annexes incorporate a bar, museum, retail outlet and members" club. Johnnie Walker has said the development is "a response to the demand from Chinese consumers for in-depth knowledge, not only of the specific luxury brands they indulge in, but also of the broader categories the brands fall under." In Beijing, visitors will be able to purchase a range of whiskies available exclusively on the site - such as the Johnnie Walker Epic Dates collection, retailing from RMB22,800 (£2,250) - and work with the Johnnie Walker Master Blender Jim Beveridge to create a personalised blend. The latter service has an entry level price of RMB800,000 (£80,000). The 200 individuals who pay for membership will also be able to access members-only whisky vaults and private sections of the house, as well as avail of a concierge service. Those who want to travel abroad will also be able to travel to Scotland where they can explore private distilleries and whisky collections, stay in private castles and play on members-only golf courses. Visitors to Beijing who wish to experience the space will find it at Ch'ien Men 23. A number of rooms are open to the general public, including the downstairs Distillery Bar which is decorated with 10,000 copper pipes - intended to simulate a working distillery. Diageo, owners of the Johnnie Walker brand, plan to roll out this business model throughout China and the Asia Pacific region, before expanding the concept worldwide. Speaking of the results garnered from the Shanghai launch, Diageo Asia Pacific president Gilbert Ghostine said: "The Johnnie Walker House in Shanghai has been our most successful experiment in marketing and commercial innovation in Asia to date... This experience has brought incredible success and new energy to Johnnie Walker's century-long story of progress in China." Images: Diageo