Technogym
Technogym
Technogym

Scotland targets alco-tourism with £150m investment into Scotch Whisky projects

Britain's largest alcohol distiller is looking to take a leaf out of Ireland's booming alco-tourism trade by announcing plans to invest £150m (US$209m, €171.3m) into initiatives promoting whisky tourism at sites and distilleries across Scotland.

The investment comes from Diageo, which is the world's second-largest distiller, with brands including Smirnoff, Johnnie Walker, Baileys, Guinness and more.

The largest investment into whisky tourism ever made in Britain, refurbishments will be carried out at visitor centres across Diageo's 12 flagship single malt distilleries, with a new attraction dedicated to Johnnie Walker opened in Edinburgh.

The Johnnie Walker experience will be set over multiple floors, each with whiskies from distilleries that make up the iconic blended brand, representing "the four corners of Scotland". Featuring interactive multi-sensory rooms, the attraction will also include an on-site bar for whisky tasting sessions.

In the project's development, Diageo will look to the Guinness Storehouse in Dublin, Ireland, which it also owns. Since its launch in 2000, the attraction has gone from strength-to-strength, now welcoming more than 1.7 million visitors a year as Ireland's most popular paid attraction, generating £316m, (US$440m, €361m) for the Irish economy each year. Diageo says it now plans to partner with Scottish Enterprise and VisitScotland to promote Scotch and Scotland to potential visitors around the world.

Diageo is also extending the £1m (US$1.4m, €1.1m) per year funding support for its Learning for Life programme – a scheme that has so far helped more than 1,000 young unemployed people in Scotland into training and jobs in the hospitality industry over the last five years.

In addition to building the new Johnny Walker attraction, as the brand nears its 200th anniversary the company plans to celebrate the brand’s founder John Walker, by establishing a scholarship and mentoring programme for young entrepreneurs to "encourage a new generation of John Walkers to develop their ideas into global exporting businesses", with a specific focus on supporting young entrepreneurs from John Walker’s home town of Kilmarnock. This will be developed in partnership with local stakeholders.

The £150m investment comes in addition to the £35m (US$48.8m, €40m) already committed to two projects that will re-open the ‘lost distilleries’ of Port Ellen and Brora, taking Diageo’s network of distilleries with specialist visitor experiences in Scotland to 14.

"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," said Nicola Sturgeon, Scotland's First Minister.

"I recently launched Scotland is Now, a new campaign that will put Scotland in the international spotlight and showcase the country’s world-leading assets, such as whisky, to a global audience. This announcement highlights to the world that Scotland is a leading destination for tourists and business investors.”

Whisky  Smirnoff  Johnnie Walker  Baileys  Guinness  Diageo  Guinness Storehouse  Edinburgh  visitor attraction 
Related stories
08 May 2017

VisitScotland pins tourism hopes on remake of 40s whisky hit

22 Mar 2017

BRC evokes the spirit of Jameson with reimagined €11m brand home

04 Oct 2016

£5.3m Cabrach distillery plan focuses on heritage

28 May 2015

Scotch Whisky distilleries among UK's most visited attractions

FEATURE: Attractions – That’s the Spirit

Britain's largest alcohol distiller is looking to take a leaf out of Ireland's booming alco-tourism trade by announcing plans to invest £150m (US$209m, €171.3m) into initiatives promoting whisky tourism at sites and distilleries across Scotland. The investment comes from Diageo, which is the world's second-largest distiller, with brands including Smirnoff, Johnnie Walker, Baileys, Guinness and more. The largest investment into whisky tourism ever made in Britain, refurbishments will be carried
VAT
The Johnnie Walker experience will be set over multiple floors, each with whiskies from distilleries that make up the iconic blended brand
More news
News stories: 1 - 30 of 7659     
 
 
 
News stories: 1 - 30 of 7659     
 
 
 
company profile
Company profile: Barr + Wray Ltd
Founded in 1959, Barr + Wray is recognised as a world-leading provider of spa design, engineering and pool & spa equipment.
Try cladmag for free!
Sign up with CLAD to receive our regular ezine, instant news alerts, free digital subscriptions to CLADweek, CLADmag and CLADbook and to request a free sample of the next issue of CLADmag.
sign up
features
The Center for Sustainable Landscapes in Pittsburgh, US
José Almiñana
"We are committed to designing evocative landscapes informed by the best environmental science"

The Andropogon principal on pushing the boundaries of landscape design for the benefit of humans and nature

Hospitality: High standards
"We tried to take over in a friendly way"

The Standard’s first London hotel is bold, fun and full of surprising touches

The resort has been designed to blend into the landscape
"Sam was such a champion for the team, and my goal is simply to carry that same torch"

As Blackberry Mountain resort opens in Tennessee, we find out why the project is a deeply personal one for owner Mary Celeste Beall

Catalogue Gallery
Click on a catalogue to view it online
To advertise in our catalogue gallery: call +44(0)1462 431385
The project to restore Houson’s Memorial Park is ongoing
Thomas Woltz
"I am very proud of stewarding the largest public space to be built in Manhattan in a century"

The Wall Street Journal’s Design Innovator of the Year on designing the gardens at Hudson Yards and looking to the Native Americans for ideas on how to create a resilient future

SHL’s Monroe Blocks mixed development in Detroit, US
"Most clients are very focused on how buildings are used and experienced as the primary design driver"

The MD of Schmidt Hammer Lassen and the CEO of PerkinsWill tell us why their merger will help create smarter buildings driven by human behaviour

features
Alan Metcalfe
"When people are a bit scared, they gather together"

Featuring a vibrating glass platform and one of the US’s longest tree canopy walks, Whiting Forest has been designed to bring visitors closer to nature and to one another

Architecture is by Hugo Demetz, who designed the property to try and integrate it into its natural surroundings
"Wellness embraces the entire holiday experience"

The design of the newly-opened Lefay Resort and Spa Dolomitti in Italy aims to celebrate and protect its spectacular surroundings

Roosegaarde’s Space Waste Lab aims to upcycle space waste into sustainable products
"I want to demonstrate that creativity is our true capital as humans "

Rather than feeling fearful and helpless about the future, we must design a way out of the environmental problems we have created, argues the innovative Dutch designer, artist and inventor Daan Roosegaarde

cladkit product news
Jaffe Holden helps bring Academy Museum of Motion Pictures alive
Jaffe Holden provided architectural acoustics for the Academy Museum
Magali Robathan
Acoustical consulting firm Jaffe Holden provided architectural acoustics and audio/video design services for the recently opened Academy Museum of Motion ...
Cosm unveils Experience Centre with ‘one of a kind’ LED dome
The new Experience Centre houses a 20m LED dome
Magali Robathan
Cosm, a global technology company that builds end-to-end solutions for immersive experiences, has unveiled its Experience Centre which houses a ...
Fabio Alemanno Design uses elegant semi-precious stones to create memorable spa experiences
Alemanno believes the stones are well-placed in the spa environment thanks to their capacity to positively support physical and mental health
Megan Whitby
Fabio Alemanno Design has expanded its collection with semi-precious stones to enhance spas, wellness facilities, hotels and private residences. The ...
cladkit product news
Eden project uses drones to spell out climate change warning
Magali Robathan
Almost 300 drones were used to signal an environmental message above the Eden Project’s biomes, during the UN Climate Change ...
Alberto Apostoli and Newform collaborate to launch the A.Zeta showerhead
The showerhead offers two modes; rainfall or waterfall
Megan Whitby
Italian architect Alberto Apostoli has renewed his partnership with Newform – an Italian wellness company – and designed A.Zeta. A.Zeta ...
LianTronics’ glasses-free 3D Star Trek LED screen attracts attention
Magali Robathan
LianTronics’ giant curved LED wall with stunning glasses-less 3D spaceship display effect has attracted many on the street of Chengdu, ...
cladkit product news
Diamond balloon concept merges tourist attraction with advertising billboard
Magali Robathan
A group of Dutch engineers have presented a new attractions concept that combines a flying observation cabin with LED digital ...
Christie laser projectors power new Five Senses Bubble dome theatre
The dome aims to integrate technology with arts and culture
Magali Robathan
Christie® GS Series 1DLP® laser projectors are delivering vivid and lifelike visuals in a new dome theatre located in Xiong’an ...
Móz Designs columns anchor the world’s largest indoor aquarium
The design of the columns was inspired by the sea
Magali Robathan
After a two-year renovation, Oakland-based metal experts Móz Designs have unveiled their inclusion in Georgia Aquarium’s new shark gallery. Located ...
x
Sign up with CLAD for regular news updates
Technogym
Technogym