Scotch distilleries report record number of visitors

A record-breaking 1.5 million people visited Scotland’s Scotch whisky distilleries last year, an increase of 15% compared to 2010, new research has shown.

Scotch whisky distilleries such as Ardbeg experienced their highest number of visitors last year

According to a recent survey by the Scotch Whisky Association (SWA), the number of Scotch whisky distillery visitors increased 6% from 1.3m in 2013.

Tourists spent almost £50m on distillery tours and in the centres’ cafes and shops, up from £27m in 2010. The SWA claims this reflects investment by producers to enhance their visitors’ centres, and create bespoke bottlings, tastings and blending sessions.

Collectively, Scotch whisky distilleries are now among some of the UK’s best-known attractions, such as Edinburgh Castle, Stonehenge and London Zoo.

The largest proportion of visitors last year came the UK, Germany, France and the US, reflecting some of the largest markets for Scotch whisky.

“Every year, distilleries are attracting more visitors from the UK and all parts of the globe,” Julie Hesketh-Laird, SWA deputy chief executive. “Scotch Whisky producers are investing in their centres and shops to give visitors the best possible experience.

“As well as providing another source of income for producers, the increasing number of visitors is good for the wider Scottish economy. Visitors are spending more at distilleries and are likely to being doing the same with other businesses, including hotels and restaurants. It also helps put Scotland on the map.”

The results of the SWA’s survey have been published as Scotland celebrates its Year of Food and Drink.

While visitor numbers to Scotch whisky distilleries have seen significant growth, the industry’s global exports have plummeted, with a 7% value decline in 2014.

In January this year, the Kentucky Distillers’ Association (KDA) revealed that Kentucky also experienced its highest number of Bourbon distillery visitors in 2014, as 725,000 tourists flocked to the Kentucky Bourbon Trail.