Diageo-owned The Singleton has revealed its new multi-million-pound visitor experience.
The brand home is the latest to benefit from the spirits giant’s £185m investment in Scotch whisky tourism, which will also see transformed visitor experiences at Talisker Distillery on Skye, and Caol Ila on Islay, open later this summer.
The investment programme aims to put Scotland at the forefront of global trends in food and drink tourism.
Located in Muir of Ord, the new distillery home for The Singleton will showcase the brand’s single malts, while also promoting local Scottish food produce ideal for pairing with the whisky.
Exclusively for the launch celebrations, celebrity chef Tony Singh created a menu that pairs with The Singleton of Glen Ord Celebratory bottling, a special edition liquid created to commemorate the opening.
Barbara Smith, Managing Director of Diageo’s Scotland Brand Homes, said: “The Singleton is one of the most exciting single malt brands in the world and we are delighted to be opening the doors to the brand’s new home at Glen Ord Distillery.
“Our £185million investment in Scotch whisky tourism is designed to put Scotland at the forefront of the global trend in food and drink tourism by giving consumers a truly world-class experience at our distilleries. This just the start of an incredible summer of Scotch whisky investment, with Talisker and Caol Ila distillery’s also launching new visitor experiences, and we want to use that to build momentum in the recovery of Scottish tourism.”
The site is the fifth to open as part of the project. Glenkinchie, Clynelish and Cardhu distilleries have recently re-opened as part of the ambitious project which re-imagines the traditional whisky tour experience.
The centrepiece of the investment programme, the Johnnie Walker Princes Street global visitor attraction, opened in Edinburgh in September last year.