In the past, the combination of “whisky” and “tourism” in Scotland often brought to mind mundane distillery tours that ended in gift shops filled with predictable souvenirs. John Laurie, managing director of The Glenturret distillery, describes it as a scene of shortbread tins, bagpipers, and tartan. However, the whisky tourism landscape is undergoing a remarkable transformation, offering more engaging and luxurious experiences to visitors.
Founded in 1763, The Glenturret is Scotland’s oldest working distillery. When Laurie took over in 2017, the distillery already attracted up to 250,000 visitors annually, mostly via coach from nearby Edinburgh for The Famous Grouse Experience. The Glenturret was owned by the same company as the Famous Grouse whisky brand at the time.
Recognizing the growing demand for elevated experiences, Laurie saw an opportunity when The Glenturret was put up for sale in 2018. After a buyout by the Lalique Group, a Swiss luxury goods company, The Glenturret underwent a remarkable transformation with over £5 million in investments. Laurie revamped the tours to delve deeper into the distillery’s heritage and introduced a fine dining restaurant, which quickly earned a Michelin star. The new Lalique Boutique replaced the cliché shortbread with an impressive offering, including a 50-year-old single malt presented in an exquisite black-crystal Lalique decanter, priced at £50,000.
This significant shift in positioning from a distillery with more than 250 years of history exemplifies the changes taking place across Scotland’s whisky industry. Both popular and premium segments of the market are reawakening to the potential of their brands and destinations, leaving behind the traditional image of a sleepy, tartan-clad bear.
According to Blair Bowman, a renowned whisky writer, consultant, and broker based in Edinburgh, distilleries are now being designed around the visitor experience. He cites Macallan as an example, whose new £140 million distillery and visitor experience opened in 2018. The modern facility offers a range of tours, from tastings at the bar to the exclusive four-hour, £250 ‘mastery experience,’ complete with a meal, wine pairings, and a tutored tasting in the distillery’s Cave Priveé.
Whisky tourism in Scotland can be likened to a pilgrimage, attracting enthusiasts from around the world who come to pay homage to whisky in one of Europe’s most beautiful regions. The industry is taking inspiration from other successful sectors, such as the wine trade, which has thrived for decades with elaborate visitor centers and upscale restaurants. Scotland has seen a significant surge in whisky tourism, with 2.16 million visits to over 70 distillery visitor centers in 2019, marking a two-thirds increase since 2010. Visitors from overseas accounted for 66% of the total, with the US, Germany, and France leading the way.
Investments in whisky tourism are paying off, as evidenced by the influx of visitors returning to Scotland following the pandemic. The focus is now on attracting younger whisky enthusiasts and creating a gateway to distilleries that transcends generational and geographical boundaries. For instance, Diageo, a major player in the British drinks industry, transformed a former department store in Edinburgh into Johnnie Walker Princes Street, an eight-floor temple dedicated to malted barley. The interactive museum offers immersive tours and a vibrant atmosphere with neon lights and innovative cocktails.
Competition in the whisky tourism sector is intensifying. The Scotch Whisky Experience in Edinburgh is undergoing a £3 million revamp, while independent distilleries like Holyrood Distillery offer unique visitor experiences
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Frequently Asked Questions (FAQs) about whisky tourism
What is the current trend in Scottish whisky tourism?
The current trend in Scottish whisky tourism is a shift towards more immersive and premium experiences. Distilleries are focusing on creating engaging visitor attractions, delving deeper into their heritage, and offering fine dining options. Luxury boutiques are also becoming more common, catering to the growing demand for high-end whisky products.
How has The Glenturret distillery transformed its visitor experience?
The Glenturret distillery has undergone a significant transformation to enhance its visitor experience. With a substantial investment, they have revamped their tours to provide a more in-depth exploration of the distillery’s history. Additionally, they have introduced a fine dining restaurant that has earned a Michelin star. The Lalique Boutique offers an exclusive selection of premium whiskies and luxury decanters.
How does whisky tourism in Scotland compare to other industries like wine tourism?
Whisky tourism in Scotland is catching up with other industries, such as wine tourism. Distilleries are designing their visitor experiences to be more interactive and immersive, similar to the elaborate visitor centers and upscale restaurants found in the wine trade. The goal is to offer visitors a richer and more engaging experience, showcasing the craft and heritage of whisky production.
What is the impact of whisky tourism on Scotland’s economy?
Whisky tourism has a significant impact on Scotland’s economy. Prior to the pandemic, it experienced a peak in visitor numbers, with millions of visits to distillery visitor centers each year. The influx of tourists contributes to the local economy through spending on tours, dining, accommodations, and the purchase of whisky products. It also helps create jobs and supports the growth of related industries in Scotland.
Yes, the premium whisky market has seen notable developments in recent years. Distilleries like The Glenturret are repositioning themselves as luxury brands, offering exclusive and high-priced whisky products. There is a growing market for collectors and connoisseurs who seek unique casks and rare releases. Whisky brokerage services have emerged to cater to the demands of ultra-rich buyers, providing bespoke trips and access to private tours, including the search for elusive casks.
More about whisky tourism
- National Geographic Traveller (UK) – June 2023 Issue
- Scotch Whisky Association
- The Glenturret Distillery
- The Macallan Distillery
- Johnnie Walker Princes Street
- The Scotch Whisky Experience
- Holyrood Distillery
- Spirit of Speyside Festival
- Malt Whisky Trail
- Hebridean Whisky Trail