The biggest spirits stories of 2018

11th January, 2019 by Nicola Carruthers

Diageo ploughs cash into tourism

Diageo announced its plan to spend £150 million (US$215m) on an extensive upgrade of its Scottish visitor centres – the biggest single investment in Scotch whisky’s tourism industry to date.

The investment will include a new Johnnie Walker experience in Edinburgh, which will be directly linked to four distilleries representing the ‘four corners of Scotland’ and Scotch whisky’s regional flavour profiles: Glenkinchie (Lowlands), Cardhu (Speyside), Caol Ila (Island), and Clynelish (Highlands).

The group plans to create a ‘Johnnie Walker tour of Scotland’ to encourage tourists to travel to Edinburgh and rural Scottish locations. The Edinburgh visitor centre will become a new ‘hub’ for Diageo’s business in Scotland. Ivan Menezes, CEO of Diageo, said: “Scotch is at the heart of Diageo, and this new investment reinforces our ongoing commitment to growing our Scotch whisky brands.”

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