Sixteen whisky distilleries in Scotland have teamed up to create The Whisky Coast – a new company aimed at promoting whisky sites on Scotland’s west coast to visitors.

Chair Mark Reynier said: “We’re encouraging visitors to see more of this dramatic coast, stay longer and spend more. Whisky may be the most tangible element of the initiative, but it’s the misty harbours and moonlit mountains which live on in memories.”

The Whisky Coast also includes three tour companies – Rabbie’s Trail Burners provides group tours, Scotsell offers self-drive tours and Perry Golf has launched golf and whisky breaks.

Associate members behind the initiative include 18 hotels as well as numerous restaurants, golf courses and attractions in the area

Chris Conway from ScotlandWhisky – a partnership between Scotch whisky and the tourism sector – said: “More than one million tourists visit a distillery in Scotland every year according to the Scotch Whisky Association, and distillery visitor centres generate £17.3m from ticket and gift sales.

“Being able to tap into its global reach is an amazingly powerful marketing tool for the west coast. Its single malts are known throughout the world, and now its tourism experience should be celebrated in the same way.”

VisitScotland provided a £24,000 Challenge Fund Award for collaborative marketing, in addition to funding from Highlands and Islands Enterprise (HIE).

A 30-page brochure, website and UK consumer public relations campaign have been launched to market the new venture. Details: www.whiskycoast.co.uk