Johnnie Walker steps up for tourism

Artist impression- Johnnie Walker- Art of Whisky Alchemy

Artist impression- Johnnie Walker- Art of Whisky Alchemy

However, all four distilleries now contribute a significant amount of their annual production to the various Johnnie Walker expressions, and the expansion plan calls for them to be "linked directly" to the new Johnnie Walker center in Edinburgh.

Visitors can also learn about the process of whisky making through an interactive experience allowing them to touch, taste and smell every stage from malting to maturation. "This will not only build the Scotch whisky industry it will bring economic benefits to communities throughout Scotland".

The drinks giant says it will pour £150 million ($215m) into visitor experiences at its Scottish distilleries over the next three years, calling the move "the biggest concerted program ever seen in Scotland's whisky tourism sector".

The centre piece of Diageo's programme is a "state-of-the-art Johnnie Walker immersive visitor experience" in Edinburgh, although the cash will also upgrade the company's network of 12 distillery visitor centres.

Over the past six years, Diageo has invested US$1bn in building its Scotch whisky infrastructure to boost global exports.

"Last week, I launched Scotland is Now, a new campaign that will put Scotland in the worldwide spotlight and showcase the country's world-leading assets, such as whisky, to a global audience".

The building in Edinburgh will become a new hub for Diageo's business in Scotland linking to wider social investment and creating opportunities in the hospitality sector for young unemployed people, through increased investment in the company's Learning for Life programme. The world's largest Scotch whisky distiller operates 28 malt distilleries across Scotland, of which 12 have dedicated visitor centres.

The company saw a 15% increase in visitors to its Scottish distilleries past year, with the total reaching 440,000 people.

The announcement comes as tourism in Scotland is experiencing record growth, and as the Scottish Government and its agencies, Scottish Enterprise and VisitScotland, launch the Scotland is Now campaign to sell Scotland to the world as a business and tourism destination.

With the major new investment, Diageo sees the potential to bolster its Scotch tourism outreach alongside its successful Guinness Storehouse in Ireland.

The drinks group also plans to overhaul and expand its visitor centres at 12 distilleries across the country to attract thousands more tourists to Scotland's whisky heartlands.

"Last week, I launched Scotland is Now, a new campaign that will put Scotland in the worldwide spotlight and showcase the country's world-leading assets, such as whisky, to a global audience".

The attraction will also give visitors an insight into the history of the Johnnie Walker brand, which will celebrate its 200th anniversary in 2020, as well as offer an insight into a day in the life of the whisky's blenders.

Latest News