Scotch Whisky Experience’s £1m shop
The Scotch Whisky Experience in Edinburgh, Scotland, has opened a new whisky shop following a £1 million renovation.
The costly expansion comes as a response to the impressive 55% growth in retail revenue over the past three years, and hopes to result in a further 15% increase in related sales through the shop.
The shop is the largest development to the Scottish attraction, following the 2009 unveiling of the Diageo Claive Vidiz Scotch Whisky collection which is the largest of its kind.
Susan Morrison, director and general manager of the Scotch Whisky Experience, hopes the new retail outlet will help debunk the dusty stereotype about whisky drinkers; “Recognising the importance of retail to our business, we have invested in our shop to create an interactive, customer-friendly environment with a quality of experience which leaves a lasting impression.”
The shop boasts an internactive flavour map and touch screen distillery tour, with features available in 20 individual languages including Korean, Arabic and Russian.
Morrison continued: “With many of our visitors coming from abroad, our shop plays a key role in promoting whisky and educating people about the industry following the experience of the tour.
“We find our visitors respond well to the use of flavours in choosing their whisky, encouraging diversity in choice as well as using the traditional methods of geography or well-loved brands.”
“We have aligned the shop with our tour, which already introduces people to whisky using flavours and scents, while simplifying and explaining the drink. The new development has made our shop both more accessible and welcoming, with the design and creative touches such as using recycled wood from cask ends for our counter tops, giving visitors a modern and lively environment.”
Scotch whisky exports are now worth £4.5 billion annually, with demand from Asia and South America on the rise.
The Scotch Whisky Experience is open daily from 10am-6pm. For more information, visit www.scotchwhiskyexperience.co.uk.
