Liquor brand to invest £150 million in Scotch whisky tourism

Diageo, a British multinational alcoholic beverage company headquartered in London, is all set to invest about £150 million to create state of the art Scotch whisky visitor experience, at Edinburgh in Scotland.

The company itself owns the major alcoholic beverage brands in the industry namely Smirnoff, Johnnie Walker, Baileys and Guinness. The project further aims to attract over millions of Scotch whisky fans across the world through the new tourism project.

The project additionally aims to introduce the craftsmanship of the brand through visitor experience programmes. Diageo’s famous distilleries in the country include Lagavulin, Talisker, Glen Ord, Oban, Dalwhinnie, Blair Athol, Cragganmore and Royal Lochnagar.

Meanwhile, for the past few years, Scotland has been experiencing a massive growth in the tourism industry and Diageo with its brand had played a key role in attracting the visitors.

“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. For decades to come our distilleries will play a big role in attracting more international visitors to Scotland,” said Ivan Menezes, Diageo chief executive.