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Diageo unveils £1.5m brand archive centre

Diageo has opened the world’s largest alcohol brand archive in Scotland with a £1.5 million investment.

David Gates and Christine McCafferty at the opening of Diageo’s new brand archive centre – the largest of its kind

The group’s original archive has been expanded to store over half a million items of drinks heritage from Diageo brands such as Johnnie Walker, Tanqueray, Baileys and Smirnoff.

“The Diageo Archive is the largest source of drinks brand information in the world,” said Christine McCafferty, Diageo’s archive manager.

“From vintage advertisements, to film and industry accolades, we have items dating back over four centuries, from 150 countries supporting 1,500 brands and nearly 200 production sites.

“It’s a living resource, changing daily as our teams create new advertising, new bottle designs and new innovation.”

The archive, which first opened 24 years ago, is located in the village of Menstrie, near Alloa, in Scotland.

David Gates, Diageo’s global head of premium core spirits, described the expanded archive as a “significant resource” to ensure the “legacy” of Diageo’s brands is safeguarded and expanded upon.

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