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NEWS
Taking whisky to the world
POSTED 11 Sep 2006 . BY
The Scotch Whisky Experience in Scotland is to consider the opening of overseas outposts, as part of its "development vision" to be achieved by 2010.

The 18-year-old centre, which is currently undergoing a £2m overhaul, had previously considered establishing satellite units in London, Paris and Tokyo in the 1990s, but shelved plans in the wake of global instability caused by the first Gulf War.

"Expansion is part of our vision for 2010, but only if the right opportunity came up," said Alistair McIntosh, managing director of the £3m-a-year turnover attraction, which last year clocked in a quarter of a million visitors.

"We will complete our refurbishment in 2008, a major part of achieving our vision of making the centre a world-class operation by 2010.”

The centre, whose 18 shareholders include all of Scotland's major whisky companies, has already renovated its entrance and facade at a cost of £400,000 and plans to spend a further £1.6m by the beginning of 2008, updating the whisky tour to include a "more sensory experience represented through touch, taste, sound and smell".

There will also be further revamping of its famous barrel ride, to which extra languages including Russian and Mandarin have been added.

"Around 70 per cent of our visitors come from overseas and we are benefiting from the huge increases in the professionalism and marketing skill of the industry as a whole."

The average visitor to the centre, which is open every day of the year except Christmas day, spends £16.50. As the ticket price is £8.95, the figure includes purchases at the newly reorganised shop, in which all shareholders’ products are available.

The company also generates income from the Amber restaurant, the bar, the Scotch Whisky Appreciation Society and on and off-site tutored tastings.

MORE NEWS
Bob Rogers hands BRC to long-serving leadership team
Experience design company, BRC Imagination Arts, has completed a transition that sees founder Bob Rogers pass ownership of the business to four long-serving senior executives, while remaining actively involved with the company.
Rainer Maelzer joins Therme Group as chief entertainment officer
Rainer Maelzer, an experiential entertainment innovator, has been appointed chief entertainment officer by Therme Group.
Movie Park Germany reveals new Paramount attraction as part of its 30th anniversary celebrations
Movie Park Germany has opened a new Paramount Pictures-themed attraction as part of its 30th anniversary celebrations, using immersive storytelling and adaptive reuse to reinforce the park’s longstanding “Hollywood in Germany” positioning.
Therme Manchester reveals 90:90 strategy – 90 per cent of the UK population within a 90-minute drive of a Therme
Therme Manchester’s 28-acre development, which will include interconnected glass pavilions that measure 65,000sq m, will be the largest bathing and wellbeing attraction in the world once complete, according to prof David Russell, CEO of Therme UK. 
+ More news   

COMPANY PROFILES
Holovis

Holovis is a privately owned company established in 2004 by CEO Stuart Hetherington. [more...]
instantprint

We’re a Yorkshire-based online printer, founded in 2009 by Adam Carnell and James Kinsella. [more...]
Vekoma Rides Manufacturing B.V.

Vekoma Rides has a large variety of coasters and attractions. [more...]
Sally Corporation

Our services include: Dark ride design & build; Redevelopment of existing attractions; High-quality [more...]
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FEATURED SUPPLIER

Iconic Liverpool attraction opens door to new operators
An opportunity to reimagine one of the UK’s most recognisable towers has been formally opened by Rivington Hark, as St Johns Beacon invites operators and partners to shape its next phase. [more...]
CATALOGUE GALLERY
 

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09-11 Jun 2026

World Sauna Forum 2026

Savutuvan Apaja, Haapaniemi, Finland
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Elevate Spa Riviera Maya Edition

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NEWS
Taking whisky to the world
POSTED 11 Sep 2006 . BY
The Scotch Whisky Experience in Scotland is to consider the opening of overseas outposts, as part of its "development vision" to be achieved by 2010.

The 18-year-old centre, which is currently undergoing a £2m overhaul, had previously considered establishing satellite units in London, Paris and Tokyo in the 1990s, but shelved plans in the wake of global instability caused by the first Gulf War.

"Expansion is part of our vision for 2010, but only if the right opportunity came up," said Alistair McIntosh, managing director of the £3m-a-year turnover attraction, which last year clocked in a quarter of a million visitors.

"We will complete our refurbishment in 2008, a major part of achieving our vision of making the centre a world-class operation by 2010.”

The centre, whose 18 shareholders include all of Scotland's major whisky companies, has already renovated its entrance and facade at a cost of £400,000 and plans to spend a further £1.6m by the beginning of 2008, updating the whisky tour to include a "more sensory experience represented through touch, taste, sound and smell".

There will also be further revamping of its famous barrel ride, to which extra languages including Russian and Mandarin have been added.

"Around 70 per cent of our visitors come from overseas and we are benefiting from the huge increases in the professionalism and marketing skill of the industry as a whole."

The average visitor to the centre, which is open every day of the year except Christmas day, spends £16.50. As the ticket price is £8.95, the figure includes purchases at the newly reorganised shop, in which all shareholders’ products are available.

The company also generates income from the Amber restaurant, the bar, the Scotch Whisky Appreciation Society and on and off-site tutored tastings.

MORE NEWS
Bob Rogers hands BRC to long-serving leadership team
Experience design company, BRC Imagination Arts, has completed a transition that sees founder Bob Rogers pass ownership of the business to four long-serving senior executives, while remaining actively involved with the company.
Rainer Maelzer joins Therme Group as chief entertainment officer
Rainer Maelzer, an experiential entertainment innovator, has been appointed chief entertainment officer by Therme Group.
Movie Park Germany reveals new Paramount attraction as part of its 30th anniversary celebrations
Movie Park Germany has opened a new Paramount Pictures-themed attraction as part of its 30th anniversary celebrations, using immersive storytelling and adaptive reuse to reinforce the park’s longstanding “Hollywood in Germany” positioning.
Therme Manchester reveals 90:90 strategy – 90 per cent of the UK population within a 90-minute drive of a Therme
Therme Manchester’s 28-acre development, which will include interconnected glass pavilions that measure 65,000sq m, will be the largest bathing and wellbeing attraction in the world once complete, according to prof David Russell, CEO of Therme UK. 
Efteling expands family offer with new Hooghmoed drop tower
Efteling has opened Hooghmoed, a new family drop tower designed to broaden the appeal of its recently launched Sirene Island themed area and introduce younger visitors to thrill attractions.
Universal and Puy du Fou projects point to rise of Oxford–Cambridge corridor
A proposed Puy du Fou development near Bicester and Universal Destinations and Experiences’ planned resort in Bedford are emerging as part of a wider transformation of the Oxford– Cambridge Growth Corridor into a major centre for UK leisure and tourism inv
+ More news   
 
COMPANY PROFILES
Holovis

Holovis is a privately owned company established in 2004 by CEO Stuart Hetherington. [more...]
instantprint

We’re a Yorkshire-based online printer, founded in 2009 by Adam Carnell and James Kinsella. [more...]
Vekoma Rides Manufacturing B.V.

Vekoma Rides has a large variety of coasters and attractions. [more...]
Sally Corporation

Our services include: Dark ride design & build; Redevelopment of existing attractions; High-quality [more...]
+ More profiles  
FEATURED SUPPLIER

Iconic Liverpool attraction opens door to new operators
An opportunity to reimagine one of the UK’s most recognisable towers has been formally opened by Rivington Hark, as St Johns Beacon invites operators and partners to shape its next phase. [more...]
CATALOGUE GALLERY
+ More catalogues  
DIRECTORY
+ More directory  
DIARY

 

09-11 Jun 2026

World Sauna Forum 2026

Savutuvan Apaja, Haapaniemi, Finland
23-26 Aug 2026

Elevate Spa Riviera Maya Edition

The Riviera Maya Edition Kanai, Playa del Carmen, Mexico
+ More diary  
 


ADVERTISE . CONTACT US

Leisure Media
Tel: +44 (0)1462 431385

©Cybertrek 2026

ABOUT LEISURE MEDIA
LEISURE MEDIA MAGAZINES
LEISURE MEDIA HANDBOOKS
LEISURE MEDIA WEBSITES
LEISURE MEDIA PRODUCT SEARCH
ATTRACTIONS MANAGEMENT NEWS
ATTRACTIONS HANDBOOK
PRINT SUBSCRIPTIONS
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