Diageo has opened the latest revamped Scotch whisky visitor ‘experience’ as part of the group’s GBP185m (US$220m) tourist-focussed project in Scotland.
The group has officially unveiled the new visitor facility at The Singleton’s home distillery in Glen Ord this week. The site is the fifth to benefit from the investment, which has so far resulted in reopenings at Diageo’s Glenkinchie, Clynelish and Cardhu distilleries.
Edinburgh’s ‘Johnnie Walker Princes Street’ unit, which commenced trading almost a year ago, was also a beneficiary.
The Singleton ‘brand home’ includes a 90-minute distillery tour – bookings are being taken online now – a bar/tasting area and retail space for “distillery exclusive items”.
Later this year, the company expects the work to complete at Talisker’s Skye distillery and Caol Ila’s on Islay.
Like its spirits peers, Diageo has been busy in the RTD segment recently: Earlier this week, rum brand Captain Morgan partnered with Vita Coco for a branded rum & coconut water variant, lined up for the US early next year.
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