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Diageo primes £150m visitor centre push

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April 16 2018

Diageo primes £150m visitor centre push
Drinks giant Diageo is to invest £150m transforming the visitor experience at 12 distilleries as it eyes an increased share of the booming food and drink tourism market.

Heading up this plan will be a flagship visitor experience based in Edinburgh designed to bring the public closer than ever before to the distillation process in the run up to the 200th anniversary of the Jonnie Walker brand in 2020.

Under the plans four distilleries at Glenkinchie, Cardhu, Caol Ila and Clynelish, will be linked directly to the capital base, encouraging tourists to strike out from the central belt and explore more far flung corners of the country.

In a statement Diageo wrote: “The building in Edinburgh will become a new hub for Diageo’s business in Scotland linking to wider social investment and creating opportunities in the hospitality sector for young unemployed people, through increased investment in the company’s Learning for Life programme.”

Diageo has already committed £35m to reopen distilleries at Port Ellen and Brora, hot on the heels of a £1m Talisker Distillery visitor centre on the Isle of Skye.
Johnnie Walker will showcase the 'art of whisky making' at their venues
Johnnie Walker will showcase the 'art of whisky making' at their venues

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