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Speyside distillery Cardhu has opened its new customer centre, a part of Diageo’s £185 million (US$258.5m) funding in Scotch whisky tourism.
Cardhu’s new customer centre is now open
Dubbed the ‘Speyside residence of Johnnie Walker’, the Cardhu customer centre follows the opening of Glenkinchie’s visitor centre within the Lowlands and Clynelish’s visitor attraction within the Highlands.
Cardhu’s customer centre now includes a purple flag to symbolise the one utilized by Helen Cumming, of Cardhu’s founding household, which was used to warn illicit distillers of the approaching excise man within the 1800s.
Cristina Diezhandino, Diageo chief advertising and marketing officer, stated: “When Helen raised her flag, it was to warn her neighbours and the area people, however as we speak we elevate the flag in a logo of confidence and ambition for the way forward for Scotch whisky and tourism in Speyside and all through Scotland.
“Cardhu is a particular whisky, a particular distillery with a particular historical past and heritage, and the funding we have now made creates an thrilling and fascinating expertise that can shock and delight guests, whether or not they’re native staycationers within the UK or vacationers from across the globe when they can journey.”
Guests to Cardhu will be capable to uncover the model’s historical past by a narrative room, the place they will watch an animation retelling the whisky’s origins. The animation was created by Scottish manufacturing studio Eyebolls.
Visitors will even be capable to discover the distillation and maturation strategy of Cardhu’s signature whisky by up to date interactive excursions and experiences, and bask in a dram or Highball within the new Tasting Kitchen.
Flying the flag: Helen Cumming
Cardhu is the third of the ‘4 corners of Scotland’ Johnnie Walker distillery experiences, all of that are single malt distilleries that contribute to the world’s main blended Scotch. Along with Glenkinchie and Clynelish, Caol Ila Distillery on Islay will open its new customer expertise in 2022.
The Johnnie Walker Princes Street experiential whisky division retailer in Edinburgh is about to open this summer time.
Diageo formally reopened the silent Brora distillery after 38 years final month as a part of its funding.
Ewan Andrew, president of world provide chain and procurement, added: “Cardhu is the most recent step in our £185m investment journey to transform Scotch whisky tourism and to create really world-class customer experiences at our distilleries, and at Johnnie Walker Princes Road when it opens later this summer time.
“This isn’t simply an funding in Scotch whisky tourism, however an funding sooner or later development of Scotch whisky by partaking new generations of whisky shoppers each at residence and all over the world.”