Slàinte Mhath
Diageo’s grand plans are aimed at “bringing the world to Scotland” – and helping out a generation of entrepreneurs
Your expert looks forward to a new whisky experience
SINCE embarking on our uisge beatha odyssey over four years ago, we’ve met a stellar cast of characters. There was the no-nonsense postmistress who masterminds Islay’s malt and music festival. And who could forget Jesus of Jura, who earned his moniker after reviving a pet hen with his distillery’s malt? Then there was the Stillman of Glengoyne who breeds prizewinning lambs – on a staple diet of draff, the nutrient-rich distilling by-product.
As whisky tourism booms, I reckon it’s not just the magic of distilling that’s captivating people. It’s the unsung heroes presiding over the alchemy who have an enormous draw. Regardless of the reasons, it’s big business. The case in point is Diageo, who recently announced a £150 million investment over three years to transform its visitor experiences in the biggest concerted programme ever seen in Scotland’s whisky tourism sector.
The centrepiece of the investment will be a new state-of-the-art Johnnie Walker “immersive experience” based in Edinburgh. It promises to bring to life the story of the world’s most popular Scotch whisky, creating a unique welcome for millions of Scotch fans around the world.
Needless to say, the folk behind the scenes will have an important role to play.
Cristina Diezhandino, Diageo global Scotch whisky director, explained, “Scotch is the world’s favourite whisky and Scotland is the greatest distilling nation on earth.
“New generations of consumers around the world are falling in love with Scotch and they want to experience it in the place where it is made and meet the people who make it.
“This investment will ensure the people we attract to Scotland from around the world go home as life-long ambassadors for Scotch and for Scotland.”
It’s not just Auld Reekie set to benefit. The plan promises to deliver good cheer across the nation.
Whisky from Diageo’s distilleries, situated all over Scotland, contribute to the Johnnie Walker blend.
Glenkinchie (Lowland), Cardhu (Speyside), Caol Ila (Islay) and Clynelish (Highlands) will be linked directly to the Johnnie Walker venue in Edinburgh, representing the “four corners of Scotland” and the regional flavour variations crucial to blending. In turn, this will create a Johnnie Walker Tour of Scotland, encouraging visitors to the capital city to travel further.
Diageo’s other famous visitor distilleries – Lagavulin, Talisker, Glen Ord, Oban, Dalwhinnie, Blair Athol, Cragganmore and Royal Lochnagar – will also see investment. This is in addition to the £35 million already committed to reopen the “lost distilleries” of Port Ellen and Brora, taking Diageo’s network of distilleries with specialist visitor experiences in Scotland to 14.
Finer details of the Edinburgh hub are under wraps, but one only has to look at Diageo’s overseas investment to realise the scale of the ambition. There are six Johnnie Walker House locations outside Scotland; four flagships in Beijing, Shanghai, Chengdu and Seoul; and two retail
boutiques at Taoyuan International Airport, Taiwan, and Mumbai International Airport in India.
Opulence abounds. Beijing House, for example, comes complete with a luxurious lounge, bar, museum, retail outlet and members-only whisky vaults and club.
I’ve often looked to these far-flung corners of the word with envy. Why not here?
I get the sense the development has been about timing – and with vibrant markets captivated, the time is now.
David Cutter, chairman of Diageo in Scotland, explains, “Over the past six years we have invested over £1 billion in building our Scotch whisky production infrastructure to grow exports of Scotch around the world.
“With this new investment, we turn our focus to bringing the world to Scotland. This will not only build the Scotch whisky industry, it will bring economic benefits to communities throughout Scotland.” The latter point is crucial. The building in Edinburgh will become a new hub for Diageo’s business in Scotland – with the promise of supporting grassroots development including wider social investment.
The development comes with the prospect of creating opportunities in the hospitality sector for young unemployed people, through increasing investment in the company’s Learning for Life programme.
There’s a whiff of The Apprentice, too – Diageo will draw on its export and innovation expertise with the venue becoming a destination to mentor Scotland’s next generation of entrepreneurs and exporters.
And you can be sure to read about the everyday folk at the centre of these glittering attractions, in these pages, in months and years to come. Slàinte.
“Opulence abounds”