The Experience has been operating for more than 30 years and so far welcomed more than 8.5 million visitors from around the world. With the investment, its tours will be enhanced with a new technology which it claims it will be the first visitor attraction in the UK to use.
"We’ll be creating a theatrical and magical experience to tell the story of Scotch whisky production, blended with technologies which we believe have never before been used in a visitor experience," explained Susan Morrison, chief executive of the Scotch Whisky Experience. "Our team have been nurturing this vision since well before the pandemic, and excitement is building. We can’t tell you more yet, but we promise that what we have in store will be breathtaking and truly unique.”
According to 2021 data from the Scotch Whisky Association, the Scotch whisky industry represents £5.5 billion in gross value added to the UK economy, accounts for 22 per cent of all UK food and drink exports, and directly employs some 11,000 people in Scotland.
Founded by 19 Scotch whisky companies with a desire to showcase their industry to international visitors, the Scotch Whisky Experience remains a key partner for existing and new distilleries. Its tour offering includes a variety of whisky flights, tutored nosings and tastings, and whisky and food pairings,
Work commenced on the upgrades in January and is set to be completed by August 2023. The Scotch Whisky Experience team says that disruptive work will take place outside opening hours (10am–5pm daily) and will not impact tour experiences, private events, or its Amber restaurant.