New Whisky site drams up business for Speyside tourism industry - issued 20th December 2007

Press Release issued 20th December 2007 

A new website, geared to help Speyside hospitality and tourism sector reap more economic benefit from the nation?s most famous tipple has been launched by ScotlandWhisky , the national Whisky tourism initiative

The revamped site is being launched in time for Christmas, which is traditionally the busiest time of year for malt Whisky sales, as people throughout the world celebrate the festive season and see in the New Year with their favourite dram.

The new site has been developed and enhanced to help the growing number of 70 ScotlandWhisky Embassy members such as Knockomie Hotel to promote their Whisky expertise and encourage tourists to become one of over a million that visit a distillery each year.   Boasting the best of latest online resources, the site will now offer dynamic maps of all the hotels and distilleries involved, a tourist photography sharing gallery and online book-able Whisky tours.

The site is part of an enhanced membership package of benefits which have been further developed by the organisation to coincide with a membership fee being introduced.

Chris Conway, of ScotlandWhisky, commented: "Online support is just one of the many benefits on offer to tourism and hospitality businesses joining our network of Whisky Embassies.  Many of our members report a significant increase in Whisky sales as a direct result of employing staff who we have past through our Whisky School and we are confident that those sales translate into satisfied customers who will either visit again or recommend Scotland to friends and family." 

Katrina Morrison, tourism project manager at Scottish Enterprise, commented: ?Scotch Whisky is an iconic product which offers the potential to grow tourism revenues by raising awareness of Scotland as a tourism destination and also through the development of a positive and exciting experience of Whisky for existing visitors. 

"Having knowledgeable staff is a key component of providing that memorable experience and we hope that this recruitment tool will help Scotland?s tourism industry staff their bars and restaurants with enthusiastic and well-informed ambassadors for Scotland and the Whisky industry."

With Scotch Whisky widely recognised as one of the country?s most valuable tourism assets, the ScotlandWhisky initiative was launched four years ago to promote and develop Whisky tourism in Scotland.

ScotlandWhisky members mainly comprise hotels which pride themselves on employing staff who are educated and knowledgeable in the sales and service of Scotch Whisky and who can offer an environment which is favourable to Whisky appreciation.

The ScotlandWhisky initiative is a partnership between the public and private sectors with the aim of exploring where the tourism and Scotch Whisky industries can work together to realist mutual commercial benefits.  The project is financed by the Scotch Whisky Association, The Scotch Whisky Experience, Scottish Enterprise, Highlands and Islands Enterprise and VisitScotland.