Diageo opens its new “House of Walker” concept bar and store in Ghana

Dec 3, 2020

Diageo has opened a new “House of Walker” concept bar and retail store in Accra, Ghana. The store is located in the upmarket One Airport Square shopping mall. Officially part of the celebration of the 200 year anniversary of the brand, House of Walker is an experiential marketing concept that Diageo has used to showcase the Johnnie Walker brand for a decade.

The pop up concept store will run throughout the month of December and is designed to create an exclusive, club-like setting for customers to learn more about the brand. It is primarily targeted at high income men in the 25-34 age bracket, who may be new to the whisky category.

Diageo refers to the Johnnie Walker brand portfolio as the House of Walker. It has previously opened a House of Walker store in Uganda in 2015. That store was situated within Kampala’s Sheraton Hotel. The concept has also been used in US, the UK, Singapore and South Korea.

In the Ghana store, “visitors can pop into the store to learn more about Johnnie Walker and purchase Johnnie Walker limited edition icons and gift packs for those who walk with them” according to Diageo’s local brand manager.

The store also offers guided tours of the brand’s heritage, an interactive “flavour academy” and an exclusive bar called Bar200.

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