Johnnie Walker visitor centre, designed by BRC, opens at Clynelish distillery | attractionsmanagement.com news
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Johnnie Walker visitor centre, designed by BRC, opens at Clynelish distillery
POSTED 24 May 2021 . BY Tom Walker
The new Highland Home of Johnnie Walker centre has been designed by BRC Imagination Arts Credit: Diageo/LinkedIn
Clynelish Distillery has opened the doors to a new visitor experience near Brora
"Highland Home of Johnnie Walker" centre has been designed by BRC Imagination Arts
The interactive, multi-sensory experience will offer guests an insight into the distillery's history
Part of a wider £185m investment in visitor facilities by drinks giant Diageo, which owns the Clynelish brand
The Clynelish Distillery has opened the doors to a new visitor experience near Brora, in the Scottish Highlands.

The new "Highland Home of Johnnie Walker" centre has been designed by US-based experience design studio, BRC Imagination Arts, and is offers an interactive, multi-sensory experience.

Guests will be able to access secret rooms and discover hidden keys, in order unlock and explore elements of the Clynelish's rich history.

The visitor centre will recount the distillery's heritage and will also offer an insight into the lives of the local people and their culture, as well as chart the significance of the surrounding landscape to Clynelish's story.

There is also a modernised retail space and redesigned bar, which guests can utilise during their visits and tours.

The site’s renovation was first announced in 2019 and is part of a wider £185m investment in visitor facilities by drinks giant Diageo, which owns the Clynelish brand.

Clynelish is the second of the ‘four corners of Johnnie Walker’ project, which groups the quartet of distilleries whose whisky is used to create the blended Johnnie Walker brand.

The reopening of Clynelish follows the launch of a visitor centre in Glenkinchie in October 2020 and comes ahead of the openings of the Speyside distillery Cardhu and the new Johnnie Walker Princes Street visitor experience in Edinburgh.

Barbara Smith, managing director of Diageo’s Scottish brand homes, said: “We are delighted to be able to open the doors to Clynelish and celebrate the return of whisky tourism as we begin our phased return to life pre-Covid.

“We have always had an international audience and it will be incredibly exciting to see people from all over the world walking through our doors once again when global travel permits and it’s safe to do so.

“Clynelish has always had an air of mystery. Its flavour is completely unexpected, with tropical notes, citrus and the unmistakable waxy finish.

“It is not what you’d expect from a Highland distillery and the new visitor experience will take people on a journey of exploration and discovery. We can guarantee that Clynelish won’t disappoint.”

Diageo operates 28 malt distilleries in Scotland, accounting for nearly one-third of the industry’s total capacity.
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Credit: Diageo/LinkedIn
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Jobs   News   Products   Magazine
NEWS
Johnnie Walker visitor centre, designed by BRC, opens at Clynelish distillery
POSTED 24 May 2021 . BY Tom Walker
The new Highland Home of Johnnie Walker centre has been designed by BRC Imagination Arts Credit: Diageo/LinkedIn
Clynelish Distillery has opened the doors to a new visitor experience near Brora
"Highland Home of Johnnie Walker" centre has been designed by BRC Imagination Arts
The interactive, multi-sensory experience will offer guests an insight into the distillery's history
Part of a wider £185m investment in visitor facilities by drinks giant Diageo, which owns the Clynelish brand
The Clynelish Distillery has opened the doors to a new visitor experience near Brora, in the Scottish Highlands.

The new "Highland Home of Johnnie Walker" centre has been designed by US-based experience design studio, BRC Imagination Arts, and is offers an interactive, multi-sensory experience.

Guests will be able to access secret rooms and discover hidden keys, in order unlock and explore elements of the Clynelish's rich history.

The visitor centre will recount the distillery's heritage and will also offer an insight into the lives of the local people and their culture, as well as chart the significance of the surrounding landscape to Clynelish's story.

There is also a modernised retail space and redesigned bar, which guests can utilise during their visits and tours.

The site’s renovation was first announced in 2019 and is part of a wider £185m investment in visitor facilities by drinks giant Diageo, which owns the Clynelish brand.

Clynelish is the second of the ‘four corners of Johnnie Walker’ project, which groups the quartet of distilleries whose whisky is used to create the blended Johnnie Walker brand.

The reopening of Clynelish follows the launch of a visitor centre in Glenkinchie in October 2020 and comes ahead of the openings of the Speyside distillery Cardhu and the new Johnnie Walker Princes Street visitor experience in Edinburgh.

Barbara Smith, managing director of Diageo’s Scottish brand homes, said: “We are delighted to be able to open the doors to Clynelish and celebrate the return of whisky tourism as we begin our phased return to life pre-Covid.

“We have always had an international audience and it will be incredibly exciting to see people from all over the world walking through our doors once again when global travel permits and it’s safe to do so.

“Clynelish has always had an air of mystery. Its flavour is completely unexpected, with tropical notes, citrus and the unmistakable waxy finish.

“It is not what you’d expect from a Highland distillery and the new visitor experience will take people on a journey of exploration and discovery. We can guarantee that Clynelish won’t disappoint.”

Diageo operates 28 malt distilleries in Scotland, accounting for nearly one-third of the industry’s total capacity.
Sign up here to get the Attractions Management weekly ezine and every issue of Attractions Management magazine free on digital.
Credit: Diageo/LinkedIn
RELATED STORIES
Christian Lachel appointed chief creative officer at BRC Imagination Arts


Global design and production agency BRC Imagination Arts has appointed Christian Lachel as chief creative officer, taking over the role from BRC founder Bob Rogers.
FEATURE: Interview: Bob Rogers


As BRC Imagination Arts celebrates 40 years in business, its founder celebrates his team’s achievements
Glenkinchie Distillery attraction opens as part of £185m investment in whisky tourism


LA-based experience design studio, BRC Imagination Arts, is the creative force behind the new Glenkinchie Distillery attraction, which has opened today (29 October 2020) near Edinburgh, Scotland.
Scotland targets alco-tourism with £150m investment into Scotch Whisky projects


Britain's largest alcohol distiller is looking to take a leaf out of Ireland's booming alco- tourism trade by announcing plans to invest £150m (US$209m, €171.3m) into initiatives promoting whisky tourism at sites and distilleries across Scotland.
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Kew Gardens has established a "living laboratory" at its wild botanic garden at Wakehurst, UK.
UK government and National Lottery allocate £10m in vouchers to fund attractions visits
Discount rail and bus travel and £10m in vouchers to key attractions – funded by the National Lottery – are among the measures announced in the UK government’s plan to boost the country's tourism sector.
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FEATURED SUPPLIER

Triotech and Benoit Cornet’s Bold Move to collaborate on breakthrough innovative media-based attractions
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VIDEO GALLERY

Proslide Tech Inc - ProSlide | Atlantis Dubai
More videos:
+ More videos  

CATALOGUE GALLERY
+ More catalogues  
DIRECTORY
+ More directory  
DIARY

 

24-24 Jun 2021

Post Covid Recovery Conference

Vrtual,
01-07 Dec 2022

World Leisure Congress 2022

tbc, Dunedin, New Zealand
+ More diary  
 


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