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Muir of Ord’s Singleton of Glen Ord has 64,000 reasons to toast visitor success story

By Hector MacKenzie

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Picture: Grant Anderson courtesy of Singleton of Glen Ord.
Picture: Grant Anderson courtesy of Singleton of Glen Ord.

A ROSS-SHIRE distillery that has established an award-winning attraction welcomed more than 64,000 visitors last year, it has been revealed.

Singleton of Glen Ord Distillery has been one of the area’s top tourist attractions with the Diageo facility at Muir of Ord being toasted for its success.

The Singleton of Glen Ord Distillery was named Scotland’s Leading Distillery Tour 2024 at the World Travel Awards (WTA).


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The global drinks manufacturer has now broken a million visits across its Scottish brand homes.

The results announced during Scottish Tourism Month follow a significant investment of £185m in Scotch whisky tourism to transform brand homes and deliver its flagship Johnnie Walker Princes Street experience.

The Scottish Highlands have seen a surge in visitor numbers in 2023, with tourists from across the globe flocking to experience the region’s rich culture and stunning natural landscapes.

Charlotte Brown, head of malt brand homes, Diageo, said: “Scotch whisky is well-established as Scotland’s leading export to the world and every bottle is an invitation to visit Scotland and experience its amazing culture, heritage and environment first hand.

“Scotch whisky tourism creates opportunities all across Scotland, from our capital city to the communities of the highlands and islands where many of our distilleries are located.

“We are incredibly pleased to have increased visitor footfall across our portfolio of brand homes and are proud to play our part in increasing tourism opportunities across the regions in which we operate.”

Marc Crothall, CEO of Scottish Tourism Alliance (STA), said: “These figures highlight further evidence that Scotch whisky is making a fantastic contribution to both driving visitor demand and growing Scotland’s visitor economy across the length and breadth of the country.”

The Diageo investment in its Scotch whisky visitor experiences was designed to appeal to global trends in food and drink tourism, with consumers seeking to engage in authentic stories and experiences relating to the brands they purchase.

Johnnie Walker Princes Street has received several national and international accolades as a leading tourism destination. Rated as a five-star attraction by VisitScotland, it also recently won the World’s Leading Sprit Experience and Europe’s Leading Spirit Tourism Experience at the World Travel Awards.

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