Diageo announces £150m investment into Scottish whiskey tourism
The introduction of the new visitor attractions, which are set to open over the next three years, is being called the "biggest concerted programme ever seen" in Scottish whisky tourism. However, the announcement also touted Diageo's plans to use that facility to expand its "Learning for Life" program aimed at creating hospitality sector jobs for young Scots, which began in 2012 and has helped provide job training for more than 1,000 previously unemployed people.
Meanwhile, Diageo will also be making new investments at its Lagavulin, Talisker, Glen Ord, Oban, Dalwhinnie, Blair Athol, Cragganmore, and Royal Lochnagar distilleries as part of the push, upgrading its existing network of 12 distiller visitor centers. Last week, I launched Scotland is Now, a new campaign that will put Scotland in the worldwide spotlight and showcase the countrys world-leading assets, such as whisky, to a global audience.
Edinburgh has been chosen as the preferred location for the Johnnie Walker investment because of the capitals particularly strong tourism growth, with the city already being home to some of the most popular visitor attractions in the UK.
'What I imagine is the place we will create in Edinburgh will be in its own way bringing about the personality of Scotch whisky and Johnnie Walker... where tourists will come out feeling engaged in a different way, having had a memorable experience'.
Menezes, said, "Scotch is at the heart of Diageo, and this new investment reinforces our ongoing commitment to growing our Scotch whisky brands and supporting Scotland's tourism industry".
"What we see is that people, specifically the next generation of consumers, are travelling a lot more and they also want to understand what is behind a product and to appreciate its craftsmanship", he said.
Multimillion pound infrastructure investment across Diageos 12 malt whisky distillery visitor centres with a focus on the Four Corners distilleries - Glenkinchie, Caol Ila, Clynelish and Cardhu celebrating the important role these single malts play in the flavours of Johnnie Walker.
"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". Both distilleries will also feature visitor centres.
Furthermore, the company will establish a scholarship and mentoring programme to support young entrepreneurs in the country.
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