Whisky Magazine Issue 71
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IAN What would you like visitors to take away with them?
ALASTAIR A much greater knowledge of Scotch whisky, and also the propensity not only to taste it, but to drink it.
We're in the process of a major upgrade, spending £2 million, to create a highly atmospheric experience that will be memorable, educational and inspirational, which will be up and running about February, 2009.
We're proposing to concentrate on production, the regions and history, but we're also going to produce a sensory experience whereby our guides will take visitors through different aromas found in Scotch whisky and relate these aromas to actual Scotch whiskies, whether malts or blends, and we can then say which sort of whiskies equate to your palate.
IAN And there's also an opportunity to relax?
ALASTAIR We have a whisky bar manned by experts, all our staff are fully trained in the serving of Scotch whisky, but we also have a whisky cocktail bar.
Our restaurant Amber has its own award winning bar.
IAN Howvaried is your visitor profile?
ALASTAIR About 70 per cent of our visitors come from overseas so we're a genuine window on the world.
In terms of nationalities the largest number of visitors are from Europe, followed by the USA, Canada and Mexico, then South America, the Far East and Pacific Basin region.
I firmly believe emerging markets like Russia, Eastern Europe, India and China are going to be major influences on visitor numbers in the future.
We currently offer tours in 10 languages, ...