Scotch Whisky University expecting student influx in 2009

Press release issued: 29th August 2009

ScotlandWhisky - the national whisky tourism initiative - is anticipating a bumper 2009 for students graduating from the Scotch Whisky Training School in Edinburgh.

Known light-heartedly as 'The Whisky University' by its graduates, the school is run by the  Scotch Whisky Experience and has been used by ScotlandWhisky to train staff from its growing network of 'whisky embassy' hotels and bars. 

With Scotch Whisky positioned as a central pillar of next year's Homecoming celebrations, there is expected to be a growing number of visitors keen to learn more about the national drink.  It is hoped this will have a positive impact on numbers enrolling at the school and of course visiting distilleries.

Chris Conway from ScotlandWhisky said:
"Since we started using the Scotch Whisky Training School to coach our Whisky Embassies the school has grown dramatically. Though designed originally for hotel and bar staff, more and more enthusiasts are enrolling.   With the focus on Scotch Whisky during next year's Homecoming, we're expecting a busy year from businesses keen to seize the commercial opportunity and tourists wanting to discover the national drink."

Conway added:
"The school runs regularly  in Edinburgh, but in order to reach the whole of Scotland we've hosted training schools at Glenfiddich, Blair Athol, Glenturret, Talisker and Bowmore distilleries to name a few - and we're planning more."  

Susan Morrison, Director of the Scotch Whisky Experience and co-creator of the training school said:
"Almost a thousand students have graduated since we launched the Scotch Whisky Training School.  The course itself is a serious undertaking and covers production, blending, regional appreciation, and whisky history.  We also reinforce the industry's responsible drinking message, and packing all this into eight hours makes for a fast paced and challenging day.  The exam at the end of the day leads to an industry recognised qualification and we're delighted many distilleries now use the course for their own induction programmes." 
 
The next Scotch Whisky Training School with be taking place on 4th September in Edinburgh, with more courses running throughout 2008 and 2009.

For the latest details see: www.scotlandwhisky.com

Notes for editors

" 73 hotels, golf courses, bars and restaurants are now officially recognised as Scotch Whisky 'Embassies', having met specific quality criteria, including staff trained in Scotch Whisky appreciation.   Further information about ScotlandWhisky and its Embassy network is available at www.scotlandwhisky.com. 

" ScotlandWhisky is supported by The Scotch Whisky Association, The Scotch Whisky Experience, Scottish Enterprise, Highlands and Islands Enterprise, VisitScotland and its membership.

" The Scotch Whisky Experience is one of Scotland's leading five-star attractions based on the Royal Mile next to Edinburgh Castle.  It is owned by the Scotch Whisky Industry with the majority of the industry having an interest in operation. (The Scotch Whisky Experience, 354 Castle Hill, Edinburgh EH1 2NE).  The Scotch Whisky Training School takes place at the Experience every month during the year and costs £150 per person. 

" In 2007 over 1.2 million tourists visited a Whisky-themed attraction in Scotland, an increase of 2.6% over the previous three years.  They spent £22.4 million, up 17.8% over the same period. (Data from ScotlandWhisky's survey of June 2008.)