Diageo To Boost Scotch Whisky Tourism With £150m Investment

Diageo has revealed plans to invest £150 million across its Scotch whisky visitor experiences.

The three-year investment will see a new Johnnie Walker immersive visitor experience created in Edinburgh, along with upgrading the existing infrastructure network across 12 distillery visitor centres in Scotland.

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.

Four distilleries, Glenkinchie, Cardhu, Caol Ila and Clynelish, will be linked directly to the Johnnie Walker venue in Edinburgh, representing the 'four corners of Scotland'. Diageo's other visitor distilleries: Lagavulin, Talisker, Glen Ord, Oban, Dalwhinnie, Blair Athol, Cragganmore and Royal Lochnagar, will also see investment to support the growth of single malt Scotch whisky.


The project is in addition a £35m already committed to re-opening the 'lost distilleries' of Port Ellen and Brora, taking Diageo's network of distilleries with specialist visitor experiences in Scotland to 14.

Diageo Chief Executive, Ivan Menezes, said: "Scotch is at the heart of Diageo, and this new investment reinforces our ongoing commitment to growing our Scotch whisky brands and supporting Scotland's tourism industry.

"For decades to come our distilleries will play a big role in attracting more international visitors to Scotland. I am also delighted we will be able to bring our knowledge and expertise to help the next generation, through mentor programmes and skills training."

First Minister Nicola Sturgeon said: "This significant investment will not only help attract more tourists to Scotland, offering world class visitor experiences, but it also underlines the fundamental importance of the whisky sector to Scotland's economy."

David Cutter, Chairman of Diageo in Scotland, said: "Over the past six years we have invested over £1billion in building our Scotch whisky production infrastructure to grow exports of Scotch around the world. With this new investment, we turn our focus to bringing the world to Scotland. This will not only build the Scotch whisky industry it will bring economic benefits to communities throughout Scotland."

Image: Artists impression of the entrance to Edinburgh's Johnnie Walker experience

(LM)