Glenkinchie Distillery attraction opens as part of £185m investment in whisky tourism | attractionsmanagement.com news
GET ATTRACTIONS MANAGEMENT
magazine
Yes! Send me the FREE digital edition of Attractions Management and the FREE weekly Attractions Management ezines and breaking news alerts!
Not right now, thanksclose this window
POST YOUR JOB ONLINE
Free ezine/digital edition sign up
Jobs   News   Features   Video    Products   Profiles   Magazine   Handbook   Advertise  
NEWS
Glenkinchie Distillery attraction opens as part of £185m investment in whisky tourism
POSTED 29 Oct 2020 . BY Liz Terry
BRC Imagination Arts have created a seamless and immersive experience Credit: Diageo
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.

The single malt distillery is located in East Lothian, a region known for its produce and has undergone a major transformation of its visitor attraction as part of a wider £185m investment by owner, Diageo.

Glenkinchie will be known as the ‘Lowland Home of Johnnie Walker’ and is the first of four distillery attractions around Scotland to be designed by BRC, that will form a network of brand homes linked to Diageo’s brands.

Distilleries have been chosen for investment in the north, south, east and west of the country, to showcase Scotland's diverse styles of whisky-making.

At the heart of the cycle of attractions will be the global centrepiece – Johnnie Walker Princes Street – which will open in Edinburgh in summer 2021.

The Glenkinchie Distillery attraction is surrounded by landscaped gardens, curated to reflect the rural setting and offers an immersive guest experience in the distillery’s traditional Victorian red-brick warehouses.

BRC has created the Glenkinchie brand home as a full sensory experience, allowing visitors to immerse themselves in the history, craft and flavour of whisky. 

The new experience takes visitors on a journey through Glenkinchie’s rich heritage, its generations of whisky makers and its intricate flavour-creation process.

Tasting rooms allow guests to enjoy the whisky, while a bar area serves tasting platters, whisky highballs and a selection of dram flights after tours. 

The new attraction offers a range of specialist tours and events, including a Glenkinchie Flavour Journey; the Whisky in the Wild tour; Warehouse and Cask Tour; Flowers and Cocktails Class and a Behind the Scenes Tour and Tasting. 

Barbara Smith, MD of brand homes for Diageo in Scotland, opened the attraction with a ceremonial tree planting.

She said: “The opening of the visitor experience and garden is the first step in our long-term, £185million investment in whisky tourism in Scotland.

“We’re acutely aware of the difficult times many people are going through, particularly our colleagues in the tourism and hospitality sector across Scotland. We know there’s a long way to go and a lot of uncertainty ahead. Still, we believe in the resilience of our business and our communities, and we will be doing all we can through our investment to sow the seeds of recovery and future growth.”

Ramsay Borthwick, Glenkinchie Distillery manager, said: “Glenkinchie will give people a thrilling first taste of the new cycle of visitor experiences we're creating across Scotland.

“We’ll be offering people an experience like no other distillery in Scotland and that will be followed by the transformation of our distilleries at Clynelish, Cardhu and Caol Ila over the coming months, as we build towards the opening of our global Johnnie Walker Princes Street attraction in Edinburgh next summer.”

Glenkinchie was recently presented with a Gold Award by Green Tourism, the visitor attractions benchmark for environmental sustainability, while accessibility has been implemented in line with Euan’s Guide, the information source for accessibility in visitor attractions.

Watch the promotional video for the new attraction here.
Sign up here to get the Attractions Management weekly ezine and every issue of Attractions Management magazine free on digital.
The tasting room at the Glenkinchie Distillery Credit: Diageo
Barbara Smith, MD of Brand Homes for Diageo in Scotland, planted a tree to commemorate the opening of the new attraction Credit: Diageo
Johnnie Walker's famous 'striding man' has been reimagined to welcome visitors. Credit: Diageo
The former warehouse has been transformed into the F&B and retail parts of the attraction Credit: Diageo
A range of tasting options are on offer Credit: Diageo
The former warehouse has been transformed into the F&B and retail parts of the attraction Credit: Diageo
MORE NEWS
Scott Brownrigg-designed Museum of Military Medicine in Cardiff given planning approval
The Museum of Military Medicine in the UK has received planning approval for a new building in the city of Cardiff.
ILMxLAB launches Lightsaber Dojo, new Star Wars VR experience for attractions
ILMxLAB – a subsidiary of Lucasfilm – has launched a new virtual reality (VR)-based experience for visitor attractions.
Bristol zoo to leave its historic city site after 185 years
The owner of Bristol Zoo, one of the world’s oldest zoos, has revealed plans to leave its city-centre site and relocate all operations to a sister site 10 miles away.
OMA designs Miami Beach's ReefLine – a seven mile-long underwater sculpture park
Architecture firm OMA has revealed designs for an ambitious underwater sculpture park which will stretch across seven miles off the coast of Miami Beach, Florida, US.
+ More news   
LATEST JOBS
+ More jobs  

COMPANY PROFILES
RMA Ltd

RMA Ltd is a one-stop global company that can design, build and produce from a greenfield site upw [more...]
TOR Systems Ltd

TOR Systems have been in this business since 1981. [more...]
IDEATTACK

IDEATTACK is a full-service planning and design company with headquarters in Los Angeles. [more...]
iPlayCO

iPlayCo was established in 1999. [more...]
+ More profiles  
FEATURED SUPPLIER

Triotech and Benoit Cornet’s Bold Move to collaborate on breakthrough innovative media-based attractions
Triotech has announced a breakthrough alliance with Benoit Cornet and Bold Move to bring a new collaborative approach to the design of media-based attractions – with an emphasis on adding value for operators. [more...]
VIDEO GALLERY

Animalive - Introducing AnimaChat!
Introducing AnimaChat, one operator can live-stream into multiple venues. Find out more...
More videos:
+ More videos  

CATALOGUE GALLERY
 

+ More catalogues  
DIRECTORY
+ More directory  
DIARY

 

05-07 May 2021

TEA SATE Europe 2020

PortAventura World, Tarragona, Spain
09 Jun 2021

IAAPA Expo Asia 2021

The Venetian Macao, Macao, China
+ More diary  
LATEST ISSUES
+ View Magazine Archive

Attractions Management

2020 issue 1


View issue contents
View on turning pages
Download PDF
FREE digital subscription
Print subscription

Attractions Management

2019 issue 4


View issue contents
View on turning pages
Download PDF
FREE digital subscription
Print subscription

Attractions Management

2019 issue 3


View issue contents
View on turning pages
Download PDF
FREE digital subscription
Print subscription

Attractions Management

2019 issue 2


View issue contents
View on turning pages
Download PDF
FREE digital subscription
Print subscription

Attractions Management News

06 Apr 2020 issue 153


View on turning pages
Download PDF
View archive
FREE digital subscription
Print subscription

Attractions Handbook

2019


View issue contents
View on turning pages
Download PDF
FREE digital subscription
Print subscription
 
ABOUT LEISURE MEDIA
LEISURE MEDIA MAGAZINES
LEISURE MEDIA HANDBOOKS
LEISURE MEDIA WEBSITES
LEISURE MEDIA PRODUCT SEARCH
 
ATTRACTIONS MANAGEMENT
ATTRACTIONS MANAGEMENT NEWS
ATTRACTIONS HANDBOOK
PRINT SUBSCRIPTIONS
FREE DIGITAL SUBSCRIPTIONS
ADVERTISE . CONTACT US

Leisure Media, Portmill House, Portmill Lane,
Hitchin, Hertfordshire SG5 1DJ Tel: +44 (0)1462 431385

©Cybertrek 2021
Jobs   News   Products   Magazine
NEWS
Glenkinchie Distillery attraction opens as part of £185m investment in whisky tourism
POSTED 29 Oct 2020 . BY Liz Terry
BRC Imagination Arts have created a seamless and immersive experience Credit: Diageo
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.

The single malt distillery is located in East Lothian, a region known for its produce and has undergone a major transformation of its visitor attraction as part of a wider £185m investment by owner, Diageo.

Glenkinchie will be known as the ‘Lowland Home of Johnnie Walker’ and is the first of four distillery attractions around Scotland to be designed by BRC, that will form a network of brand homes linked to Diageo’s brands.

Distilleries have been chosen for investment in the north, south, east and west of the country, to showcase Scotland's diverse styles of whisky-making.

At the heart of the cycle of attractions will be the global centrepiece – Johnnie Walker Princes Street – which will open in Edinburgh in summer 2021.

The Glenkinchie Distillery attraction is surrounded by landscaped gardens, curated to reflect the rural setting and offers an immersive guest experience in the distillery’s traditional Victorian red-brick warehouses.

BRC has created the Glenkinchie brand home as a full sensory experience, allowing visitors to immerse themselves in the history, craft and flavour of whisky. 

The new experience takes visitors on a journey through Glenkinchie’s rich heritage, its generations of whisky makers and its intricate flavour-creation process.

Tasting rooms allow guests to enjoy the whisky, while a bar area serves tasting platters, whisky highballs and a selection of dram flights after tours. 

The new attraction offers a range of specialist tours and events, including a Glenkinchie Flavour Journey; the Whisky in the Wild tour; Warehouse and Cask Tour; Flowers and Cocktails Class and a Behind the Scenes Tour and Tasting. 

Barbara Smith, MD of brand homes for Diageo in Scotland, opened the attraction with a ceremonial tree planting.

She said: “The opening of the visitor experience and garden is the first step in our long-term, £185million investment in whisky tourism in Scotland.

“We’re acutely aware of the difficult times many people are going through, particularly our colleagues in the tourism and hospitality sector across Scotland. We know there’s a long way to go and a lot of uncertainty ahead. Still, we believe in the resilience of our business and our communities, and we will be doing all we can through our investment to sow the seeds of recovery and future growth.”

Ramsay Borthwick, Glenkinchie Distillery manager, said: “Glenkinchie will give people a thrilling first taste of the new cycle of visitor experiences we're creating across Scotland.

“We’ll be offering people an experience like no other distillery in Scotland and that will be followed by the transformation of our distilleries at Clynelish, Cardhu and Caol Ila over the coming months, as we build towards the opening of our global Johnnie Walker Princes Street attraction in Edinburgh next summer.”

Glenkinchie was recently presented with a Gold Award by Green Tourism, the visitor attractions benchmark for environmental sustainability, while accessibility has been implemented in line with Euan’s Guide, the information source for accessibility in visitor attractions.

Watch the promotional video for the new attraction here.
Sign up here to get the Attractions Management weekly ezine and every issue of Attractions Management magazine free on digital.
The tasting room at the Glenkinchie Distillery Credit: Diageo
Barbara Smith, MD of Brand Homes for Diageo in Scotland, planted a tree to commemorate the opening of the new attraction Credit: Diageo
Johnnie Walker's famous 'striding man' has been reimagined to welcome visitors. Credit: Diageo
The former warehouse has been transformed into the F&B and retail parts of the attraction Credit: Diageo
A range of tasting options are on offer Credit: Diageo
The former warehouse has been transformed into the F&B and retail parts of the attraction Credit: Diageo
RELATED STORIES
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.
FEATURE: Creating a stir: Erik Lorincz


The Savoy's Erik Lorincz on how he went from collecting ashtrays to landing the bar industry's most respected job
MORE NEWS
Scott Brownrigg-designed Museum of Military Medicine in Cardiff given planning approval
The Museum of Military Medicine in the UK has received planning approval for a new building in the city of Cardiff.
ILMxLAB launches Lightsaber Dojo, new Star Wars VR experience for attractions
ILMxLAB – a subsidiary of Lucasfilm – has launched a new virtual reality (VR)-based experience for visitor attractions.
Bristol zoo to leave its historic city site after 185 years
The owner of Bristol Zoo, one of the world’s oldest zoos, has revealed plans to leave its city-centre site and relocate all operations to a sister site 10 miles away.
OMA designs Miami Beach's ReefLine – a seven mile-long underwater sculpture park
Architecture firm OMA has revealed designs for an ambitious underwater sculpture park which will stretch across seven miles off the coast of Miami Beach, Florida, US.
EXCLUSIVE: Interactive ‘free roaming’ VR experience to launch in 2021 – Atmos VR plans eight sites in England
A new virtual reality (VR)-based, interactive gaming attraction is set to launch in the West Midlands, England in 2021.
Nijigen no Mori to add Dragon Quest-themed park to its offering
Nijigen no Mori theme park in Japan has revealed plans to add an entire new area based on the popular Japanese role-playing game (JRPG) Dragon Quest.
+ More news   
 
COMPANY PROFILES
RMA Ltd

RMA Ltd is a one-stop global company that can design, build and produce from a greenfield site upw [more...]
TOR Systems Ltd

TOR Systems have been in this business since 1981. [more...]
IDEATTACK

IDEATTACK is a full-service planning and design company with headquarters in Los Angeles. [more...]
iPlayCO

iPlayCo was established in 1999. [more...]
+ More profiles  
FEATURED SUPPLIER

Triotech and Benoit Cornet’s Bold Move to collaborate on breakthrough innovative media-based attractions
Triotech has announced a breakthrough alliance with Benoit Cornet and Bold Move to bring a new collaborative approach to the design of media-based attractions – with an emphasis on adding value for operators. [more...]
VIDEO GALLERY

Animalive - Introducing AnimaChat!
Introducing AnimaChat, one operator can live-stream into multiple venues. Find out more...
More videos:
+ More videos  

CATALOGUE GALLERY
+ More catalogues  
DIRECTORY
+ More directory  
DIARY

 

05-07 May 2021

TEA SATE Europe 2020

PortAventura World, Tarragona, Spain
09 Jun 2021

IAAPA Expo Asia 2021

The Venetian Macao, Macao, China
+ More diary  
 


ADVERTISE . CONTACT US

Leisure Media, Portmill House, Portmill Lane,
Hitchin, Hertfordshire SG5 1DJ Tel: +44 (0)1462 431385

©Cybertrek 2021

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