Scotch is our largest category, representing 23% of our total net sales for the fiscal year ending 30 June 2020.
Scotch whisky contributes nearly £5 billion to the UK economy every year as well as 40,000 jobs – many of which are in the growing scotch tourism industry*.
Scotch distillery tourism
In the 12 months between June 2017 and June 2018, more than 460,000 people have visited Diageo’s Scotch distilleries.
Blair Athol, Talisker, Oban, Dalwhinnie and Glenkinchie are the top five most visited Diageo distilleries in fiscal Year 2018.
Germany, the USA and France are our top three tourist markets while the fastest-growing number of visitors come from China and Russia. Visitor figures from those countries are up 154% and 146% respectively in the last eight years. Chinese and Russian visitors also have a spend per head nearly a third higher than visitors from Germany, the USA and France**.
visitors to Diageo’s distilleries in fiscal Year 2018
Investing in the future
In April 2018 we announced our £150 million investment program to transform our Scotch whisky visitor experiences in the biggest concerted programme ever seen in Scotland’s whisky tourism sector. As the centre-piece of the investment and the future global brand flagship for Johnnie Walker, the visitor experience in central Edinburgh will bring to life the story of the brand and its makers and create a unique welcome for millions of whisky fans around the world. This investment follows our recent announcement to invest £35 million to bring back the ‘lost distilleries’ of Brora and Port Ellen on Islay.
* Figures from the Scotch Whisky Association
**Distillery visitor numbers based on the period between June 2017 and June 2018