Biggest single investment in Scotch whisky tourism launched by Diageo includes a new Johnnie Walker global brand attraction & distillery upgrades to grow appeal of scotch.
Diageo has announced a £150 million investment over three years to transform its Scotch whisky visitor experiences in the biggest concerted programme ever seen in Scotland's whisky tourism sector.
Whisky from Diageo's distilleries all over Scotland contribute to Johnnie Walker, but 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' and the regional flavour variations of Lowland (Glenkinchie), Speyside (Cardhu), Island (Caol Ila) and Highland (Clynelish) crucial to the art of whisky blending. Together this will create a unique Johnnie Walker tour of Scotland, encouraging visitors to the capital city to also travel to the country's extraordinary rural communities.
Diageo's other famous 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. This is in addition to the £35 million already committed to re-open the 'lost distilleries' of Port Ellenand Brora, taking Diageo's network of distilleries with specialist visitor experiences in Scotland to 14.