Diageo's £150m Investment

Published: 18 April 2018

Drinks giant Diageo has announced that it will invest £150 million over three years to transform and upgrade its Scotch whisky visitor experiences in what is considered to be the biggest concerted programme ever seen in Scotland’s whisky tourism sector.

The investment programme will see the creation of a new state-of-the-art Johnnie Walker immersive visitor experience based in Edinburgh, which will “bring to life the story of the world’s most popular Scotch whisky” and create a unique welcome for millions of Scotch fans around the world.

Scotch is the world’s favourite whisky and Scotland is the greatest distilling nation on earth...this investment will ensure that the people we attract to Scotland from around the world go home as life-long ambassadors for Scotch and for Scotland.

Cristina Diezhandino, Global Scotch Whisky Director , Diageo


The announcement comes as tourism in Scotland is experiencing record growth, with the global appeal of Scotch whisky playing a leading role in attracting visitors. It also comes as the Scottish Government and its agencies, Scottish Enterprise and VisitScotland, launch the Scotland is Now campaign to sell Scotland to the world as a business and tourism destination.

The Scotch Whisky Association (SWA) is already predicting a strong year for whisky tourism with a record 1.7 million visitors from across the globe travelling to more than 40 distillery visitor centres in 2016, which are now playing an increasingly important and valuable role in the Scottish tourism sector and are on a par with other large tourist attractions like Edinburgh Castle and the National Museum of Scotland. 

The global brand say Edinburgh was chosen as the preferred location for the Johnnie Walker investment due to the capital’s particularly strong tourism growth, and the fact the city already being home to some of the most popular visitor attractions in the UK.

The new building in Edinburgh will become a hub for Diageo’s business in Scotland linking to wider social investment and creating opportunities in the hospitality sector for young unemployed people, through increased investment in the company’s Learning for Life programme...

Full story via The Scotsman Food & Drink 



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