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  • Whisky Magazine

    LEADING WITH THE SENSES

    Jul 15, 2021 5 minutes
    WORDS GAVIN D. SMITH

    One knows for certain that changes are afoot when a visit to a Diageo-owned distillery is accompanied by the clear message to take as many indoor photos as desired.

    Gone is the company’s previous ban on the use of cameras, as an era of more sensory-led (not to mention more social media-conscious) distillery tours begins. The new regime commences with the Lowland distillery Glenkinchie, located 17 miles south-east of Edinburgh, which kicks off the new look and feel for Diageo’s new visitor experiences after a multi-million pound makeover by BRC Imagination Arts – an agency with a resume that includes the Guinness Storehouse in Dublin, another Diageo-owned drinks visitor attraction.

    The refurbishment of Glenkinchie is the first part of a GBP£185 million

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