The attraction utilises AI to create personalised flavour profiles for guests, tailoring their experience and gathering valuable data for product development.

With a focus on cocktail culture and showcasing the diversity of Scotch whisky, Johnnie Walker Princes Street has achieved an impressive Net Promoter Score of 85.  The venue has been praised for its contribution to Scottish tourism, attracting a near equal gender split and appealing to both whisky enthusiasts and novices.

Secretary of State for Scotland Ian Murray celebrated the milestone and said: “It was incredibly exciting to visit Johnnie Walker Princes Street today to celebrate this hugely important milestone.

“It’s a fantastic attraction, making a huge contribution to Edinburgh’s tourism and the local economy. And of course, it’s a huge promotion for Scotch whisky, one of Scotland’s biggest success stories, and a key part of Brand Scotland.”

Guests from Australia to Zimbabwe and everywhere in between have passed through the venue’s doors since September 2021. With 24% of guests visiting from countries with high spend per head like the US and 80% of visitors noting Johnnie Walker Princes Street’s place in supporting the growth of Scottish Tourism.

Vicki Miller, chief executive at VisitScotland, added: “This is an amazing achievement by Johnnie Walker Princes Street. It is a testament to the investment and confidence of Diageo in creating a luxury visitor experience in the centre of the city, and the staff, whose work has maintained its popularity.

“Scotch whisky is a unique part of our cultural heritage and as such is hugely important to what makes Scotland a must-visit destination. Our own research shows that a quarter of all visitors to Scotland take in a whisky, gin or brewery experience.

“Since opening in 2021, Johnnie Walker Princes Street has become an essential attraction while complementing the burgeoning food and drink experiences across the city. Its popularity will no doubt have helped support the successful post-pandemic recovery of international tourism.”

Dafydd Pugh Williams, managing director of Diageo’s Scotland Brand Homes, said: “Johnnie Walker Princes Street was launched to recruit consumers from around the World to Johnnie Walker and indeed the entire Scotch Whisky category.

“We wanted to disrupt consumer perceptions of Whisky through offering a pioneering experience which demonstrated the huge breadth of flavours with the category, the incredible history of Johnnie Walker and champion the people and communities which have helped make the brand a global icon.

“We could not be prouder of the venue’s hugely dedicated team who have made such an impact on so many guests in just three short years. We’d like to thank our colleagues in the Scotch Whisky Association and Visit Scotland for their continued support as we work together to showcase Scotch, and Scotland, to the world. Most excitingly we feel like we’re just getting started and there is plenty more growth to come as we Keep Walking.”

The building housing the whisky experience was recently brought to market by JLL for £31.58 million, it is currently being let to Diageo until 6 August 2044 for an annual rent of £1.85m, Daily Business reports.