How Scotland's whisky distilleries blended tradition and technology to build visitor centres of the future
The last three years have seen whisky tourism soar, with Scotch Whisky Association statistics showing that Scotch whisky visitor centres have collectively risen to become the top visitor attraction in Scotland, with footfall more than doubling since 2021.
This year also saw Johnnie Walker Princes Street welcome more than one million visitors from some 141 countries.
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Hide AdThis all ties in with findings from the Scotland Visitor Survey 2023, which showed that visiting a whisky, gin distillery or brewery (26 per cent) was the most popular type of food and drink activity for visitors to Scotland that year, followed by farm shop or farmers market (22 per cent), fine dining (14 per cent), or other experience such as a cookery class or afternoon tea (9 per cent). During their trip last year, almost a fifth (19 per cent) of long-haul visitors named food and drink as the reason for choosing Scotland as a destination.
But, with this rise in popularity and visitor numbers, how are the country’s distilleries adapting and growing their offering?
Of the importance of whisky tourism, industry expert, author and co-founder of the Maclean Foundation Charles Maclean observes: “Tourism is of major importance to the Scottish economy, and ‘whisky tourism’ has become a key factor in this. Distillery visits aren’t just about income; they create lifelong brand ambassadors. Visitors leave with a story and a sense of personal connection – a priceless asset in today’s market.”
There’s no better place to try a dram and find out more about your favourite – (or new favourite – whisky than in the place it is created. While all areas are special, it’s the Scottish islands that can often be the most enchanting. Islay has been known as Scotland’s whisky island for years, and many overseas visitors will make the journey there to visit the distilleries.
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Hide AdOne of these is Ardbeg, which was named the “best whisky experience in Scotland”, according to a new Whisky Travel Index, used to rank more than 50 whisky tourism experiences across the country.
Jackie Thomson, visitor centre manager at Ardbeg Distillery says: “We know that people come to visit Ardbeg for the full Islay whisky experience – and so we’ve worked hard to create an offering that not only showcases our exceptional smoky whisky, but that immerses guests from all over the world into the heart of our community. We also find that people love to capture and share their experience at Ardbeg on social media.”
While the distillery’s tours, food and drink offering, and retail outlet are big reasons to visit, Jackie also acknowledges that the sense of place is important for visitors, saying: “The demographic of our visitors is quite varied – we see folk from many backgrounds and locations come through our doors, from seasoned Ardbeg lovers making the pilgrimage to the distillery, to adventurous travellers looking to be immersed in the wild and wonderful surroundings of Islay.
“There’s also nothing like standing on the Ardbeg pier and being exposed to the Islay elements, or soaking up the festival atmosphere on Ardbeg Day during the Fèis Ìle festival in spring.”
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Hide AdThe Isle of Harris Distillery has seen a steady increase in the number of visitors since it opened its doors in 2015. Sandra Fraser, guest team manager at the distillery explains: “What is so special is that we have many visitors who will visit us every year; visitors who have started off as strangers to us in 2015, and who are now brand ambassadors; great friends, and loyal visitors of our distillery. With the help of our social media and our weekly journal, these friends can keep up to date with latest releases, distillery updates, meeting the team, and keeping connected to the island.”
Whisky visitor centres have evolved from simple tours to somewhere to shop, have a bite to eat and, of course, a drink. There’s now often interactive elements on tours or in the premises.


In Tain, the Glenmorangie distillery recently updated its visitor centre to a stylish new home, with the help of interior design firm Russell Sage Studio.
Annette Mackenzie, visitor centre manager at Glenmorangie explains that the visitor experience there “takes visitors on a sensory discovery and aims to welcome more people into our world of craftsmanship and imagination.”
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Hide AdWhile visitors are flocking to the Highland distillery for experiences, food in a new outdoor spot and a dram, many are also there to enjoy the location.
Annette says: “We’re finding that more and more visitors are keen to know more about our environment –Glenmorangie is located by the beautiful Dornoch Firth, and for the last ten years we’ve been working with the Marine Conservation Society and Heriot-Watt University to restore its historic reef of native oysters, improving water quality and biodiversity.
Glenmorangie, Johnnie Walker Princes Street, and Dewar’s Aberfeldy are just three destinations to have completely updated their visitor experiences, but there are some distilleries that are still charmingly traditional – and all the better for it.
The Balvenie is one such. Sean Fennelly, its UK brand ambassador, explains why not much has changed in this Speyside distillery: “Space is at a premium on The Balvenie’s plot, so our visitor’s centre hasn’t expanded beyond the original three-room cottage it’s always been in. Any recent evolutions undertaken have involved the guest experience – trying to be better hosts and anticipate the needs of an international audience. For instance, one conversation we’re having at the moment is about the installation of a luxury ‘welly room’. Nobody wants to wander a chilly warehouse with damp feet!”
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Hide AdCharles Maclean prefers these types of distilleries, saying: “For traditionalists like me, immersive experiences can sometimes feel overproduced. I’ve always been drawn to the simplicity of seeing the operators at work, surrounded by the multitudinous and varying smells found in distilleries, listening to the hum of copper stills. But I understand the strategy. Modern visitor centres, whether traditional or modernist in design, are crafted to appeal to all ages and nationalities, ensuring the industry remains accessible and relevant to everyone.”
While you’ll not struggle to grab a bite to eat in most distillery’s visitor centres, fine dining was unimaginable in these facilities a few years ago, until Lalique took over the Glenturret Distillery in Creiff. The French luxury brand quickly employed Mark Donald – former chef at the Michelin-starred Number One at Edinburgh’s Balmoral restaurant – as head chef.
A complete refurbishment of facilities and a wondrous fine dining menu followed, and a Michelin Star was not far behind, and this year they were awarded a coveted second.
This restaurant was the first of its kind and started a trend.
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In October this year, The Macallan unveiled its TimeSpirit fine-dining restaurant on its Moray estate. The team worked with the Roca Brothers, owners of a three Michelin-starred Star restaurant in Girona.
Charles Maclean notes: “I’ve noticed a growing trend toward experiential tourism. The Johnnie Walker centre in Edinburgh, for instance, offers an all-singing, all-dancing experience, with its bells and whistles designed to appeal to a broad demographic.
“The same may be said of the Scotch Whisky Experience on Castle Hill. Many distilleries now have well-appointed food and tasting facilities – a leading example is Glenturret, Crieff, where its Michelin-starred restaurant is a destination in its own right. Even if you’re not taking a distillery tour, you might come for food or a memorable afternoon tea.”