Diageo to Invest Millions in Whisky Tourism

Diageo, owners of Caol Ila and Lagavulin Distillery on Islay and the Port Ellen Maltings is a British multinational alcoholic beverages company, with its headquarters in London, England. Diageo's brands include Smirnoff, Johnnie Walker, Baileys, and Guinness. They are the world's biggest whisky producer with around 30 whisky distilleries in Scotland, and two of these are on Islay with a third one opening in a few years, Port Ellen Distillery.

A few weeks ago Diageo announced a £150 million investment over three years to transform its Scotch whisky visitor experiences in the biggest concerted programme ever seen in Scotland’s whisky tourism sector. The centre-piece of the investment will be a new state-of-the-art Johnnie Walker immersive visitor experience based in Edinburgh, bringing to life the story of the world’s most popular Scotch whisky and creating a unique welcome for millions of Scotch fans around the world. Continue reading...

The company will also upgrade its existing network of 12 distillery visitor centres to create a new generation of Scotch attractions. Furthermore, four distilleries, Glenkinchie, Cardhu, Caol Ila on Islay and Clynelish, will be linked directly to the Johnnie Walker venue in Edinburgh, representing the ‘four corners of Scotland’ and the regional flavour variations of Lowland (Glenkinchie), Speyside (Cardhu), Island (Caol Ila) and Highland (Clynelish) crucial to the art of whisky blending. Together this will create a unique Johnnie Walker tour of Scotland, encouraging visitors to the capital city to also travel to the country’s extraordinary rural communities.

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