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It might be argued that the first ‘whisky tourists’ were Queen Victoria and Prince Albert, on the 12th September 1848. Four days earlier they had arrived at Balmoral Castle, which they had leased – they would buy it in 1852 – and John Begg, the canny owner of Lochnagar Distillery close by sent an invitation to Prince Albert: “Knowing how anxious [he] was to make himself acquainted with everything of a mechanical nature, I said I should feel much pleasure in showing him the works”.
The Royal party included not only the Prince Consort, but also the Queen, the Prince of Wales (aged 7) and the Princess Royal (aged 8). After touring ‘the works’, Mr. Begg presented the Queen and Prince Albert with glasses of “spirit in its matured state, which I thought very fine… I then presented a glass to the Princess Royal and the Prince of Wales… HRH The Prince of Wales was going to carry his glass quickly to his mouth. I checked him saying it was very strong, so he did not take but a very small drop of it”.
A Warrant to supply the Royal Household was swiftly forthcoming…
Until the 1970s, whisky-making in Scotland was shrouded in secrecy. Distilleries were industrial sites and the idea of allowing members of the public through the gates was anathema. The mighty Distillers Company (DCL) – which in 1980 owned 43 malt whisky distilleries under the direction of its subsidiary, Scottish Malt Distillers – went so far as to forbid workers at any one distillery to discuss their operation with those at any other distillery within the group.
It was the growing interest in malt whisky which encouraged owners to open their distilleries to the public, and – as in much else – William Grant & Sons was the pioneer. In July 1969 they converted an old malt barn at Glenfiddich Distillery into a reception area, installed a shop and began to conduct guided tours. Charles Gordon, the company’s chairman, remarked: ‘Glenfiddich was becoming much more popular, so it was a natural thing to do. Also we were aware that DCL and Seagram didn’t allow people into their distilleries and wouldn’t allow photographs to be taken in case the Japanese copied what they were doing.’
Not far behind was James Fairlie, who bought the small and picturesque Glenturret Distillery, Crieff, in 1957, with the revolutionary idea of displaying the craft of whisky-making to interested parties. As early as 1964 he had shown Sir Alex Douglas-Home, then Prime Minister, around ‘the works’, and soon after began to welcome coach loads on tour in ‘Rob Roy Country’.
George Grant, owner of Glenfarclas Distillery, Speyside, was another pioneer of the late 1960s, and in the early 1970s Bell’s followed suit by installing visitor facilities at Blair Athol Distillery – like Glenturret, it is situated in a tourist mecca, Pitlochry, at the heart of the Highlands, and ‘one of the most visited inland towns in Scotland’. By 1973 Teacher’s Ardmore and Glendronach distilleries, Whyte & Mackay’s Dalmore and Tullibardine distilleries, and Long John International’s Glenugie, Tormore and Laphroaig Distilleries were all prepared to receive visitors. Half a dozen others could be visited by appointment.
The Management Committee of the DCL reluctantly admitted VIPs and journalists to Cardhu Distillery – by appointment – and seriously considered building a phantom distillery at Ralia, near Kingussie on the main trunk road to Inverness (the A9) to explain the production process without giving away any secrets! The site is now home to an excellent café.
During the 1980s, as interest in single malts grew, many more distilleries opened their doors and installed visitor facilities, and in 1988 – backed by the 16 leading whisky companies – a Scotch Whisky Heritage Centre (now The Scotch Whisky Experience) was created within an old school building close to Edinburgh Castle. From the outset, it was the directors’ intention that this should have a ‘Wow!’ factor, achieved by taking visitors on a journey of historical discovery, past various three-dimensional tableaux, with a commentary (available in eight languages) and sound effects, all while seated in small ‘cars’ disguised as half barrels. It also includes a large exhibition of old bottles, a shop, bar and restaurant, and is now one of Edinburgh’s leading tourist attractions. In 2023 the whole Experience was radically and tastefully updated.
The most ambitious attraction of all opened in Edinburgh in September 2021 in a very large (eight floors) former department store on Prince’s Street: The Johnnie Walker Experience, which offers personalised tours embracing the history of the world’s leading Scotch through live performances, light shows, whisky cocktails and tastings, as well as a roof-top bar affording stunning views of the city and a substantial ‘retail experience’.
Distillery visitor centres play a major role in local communities throughout Scotland. They employ many more people than are employed in making whisky; almost without exception these people are locals and since the distilleries themselves are mainly in rural locations where jobs are hard to find. The best-known distilleries augment their local staff during the summer months with whisky enthusiasts and students - often from overseas, which allows them to often guided tours in foreign languages – 17 languages in the case of Glenfiddich!
Tour guides are the interface between the producer and the consumer, and as such play a vital part in the whisky industry. They inform, educate and entertain; satisfied visitors leave a memorable experience as ambassadors for the distillery/brand and pass on their stories to their friends, and in many cases on social media as well.
We Scots are famously hospitable and the warmth and enthusiasm of good guides communicates as much or more than dry technical information, although the best guides can offer both, if allowed to ‘be themselves’ rather than having to trot out a pre-determined party-line from their employer.
At MacLean & Bruce, we specialise in crafting highly personalised, luxury travel experiences across Scotland. From exclusive access to the world of Scotch whisky to immersive cultural encounters and exquisite accommodations, we work closely with our guests to design bespoke journeys that reflect their interests and desires.
With a focus on elegance, authenticity, and exceptional service, we showcase the very best of Scotland, creating unforgettable memories that capture the essence of this remarkable country.
Download our brochure using the link below.
https://macleanandbruce.github.io/flipbook.github.io/
The first guide to Visiting Distilleries, published in 2001, lists 41 distilleries which welcomed visitors; currently there are over 70, and a further ten by appointment. [see www.distillerytours.scot.] ‘Whisky tourism’ is now a major factor in the Scottish economy: over two million visits were recorded in 2018, and again in 2022, making visits to distilleries and whisky-related centres the leading visitor attractions in Scotland [according to VisitScotland, the National Tourist Association] employing over a thousand staff. Detailed tourism figures for 2023 and 2024 are not yet available, but they are forecast to be down on 2022 – a reminder that the positive impact of whisky tourism cannot be taken for granted.
Please contact whisky@macleanandbruce.com for tasting notes or to requests a bespoke whisky tasting with Charles.
© Charles MacLean 2024
