BUSINESS EVENTS DISTILLERIES
The Scotch Whisky Experience in
Edinburgh has been welcoming visitors since 1988
Toast the perfect conference cocktail
Put whisky in the mix to welcome your guests
BY FIONA LAING T
here is no doubt that one of Scotland’s top attractions is whisky. We export it all over the world and visitors flock here to explore its
roots. In 2018, the export value of Scotch whisky was a record £4.70bn, while there were more than 2 million visits to distilleries. Not surprising then that whisky features at confer- ences and events and is highly prized
as a theme in incentive travel. Distill- eries can also make unusual venues in their own right. “Whisky is one of the things that
nearly all of our clients expect,” says Jenn Whittle, sales and market- ing executive at Hello Scotland, the Glasgow-based destination manage- ment company. One international professional services company that Jenn has been working with for several years regularly books whisky-themed incentive trips. Tis year the group is heading
to Islay and over the years guests have had some of the most exclusive experiences Scotland has to offer
such as peat cutting, dinner among aging casks and blending their own whisky. Clients also expect whisky on the tray at receptions, tutored tastings at events, as well as distillery tours as part of delegates’ optional sightseeing trips. Zahra McDonald, president of
the Society of Incentive Travel Excellence (SITE) Scotland, agrees: “We say today’s rain is tomorrow’s whisky and you can not come to Scotland without sampling a wee dram or two, either to toast the hag- gis, the piper or end of a scrump- tious meal by the roaring fire.” Zahra notes that at the Fife Arms in
Braemar where she is regional sales manager, tutored tastings are one of the luxury hotel’s most popular activities.
THE EXPECTATION that whisky will be on the agenda is part of the overall growth in whisky tourism that the Scotch Whisky Association (SWA) has noted. Karen Betts, SWA chief executive, says: “Te grow- ing number of visitors to distill- eries reflects in part the growth in tourism in Scotland in general. But it also reflects a growing curios- ity about Scotch whisky. Today’s consumers want to understand
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