'Whisky Tourism and Building Brand Loyalty' by Matthew Porritt

Scotch whisky tourism has seen a recovery to pre-pandemic levels in recent years with over 2 million people visiting distilleries in 2022 – confirming whisky’s collective status as one of Scotland’s top tourist attractions. 

For International Beverage Brand Homes Manager Matthew Porritt, building a brilliant visitor experience at the company’s Brand Homes at the Scottish distilleries is his day-to-day mission. Here he explains why consumer satisfaction and brand loyalty are now the best measures of success. 

Whisky tourism numbers ebb and flow with the fortunes of the economy. But just like the spirit itself, visiting a Scottish distillery holds an enduring appeal for both the home market and guests from overseas.    

What interests me as much as the numbers however is what, in the modern day, people are buying into when they pay to see Scotland’s national drink being made? And what role tourism will play in the success of Scotch whisky’s future? 

The distillery experience was once quite a standardised affair. A film, a tour, a tasting and a quick hit at the tills on the way out, with success measured year on year in footfall and sales. 

Thanks in part to Brexit and the restrictions on taking spirits out of the UK, the focus for many brand homes, including our own, has shifted away from short term wins to something altogether more valuable: life-long brand advocacy and consumer loyalty. It’s a huge opportunity for Scotch whisky. If you can get your visitor experience right, every guest will leave your distillery as an enthusiast, buying and recommending your brand for years to come. 

For me, creating that winning experience is not always about being the biggest or the slickest. What consumers are increasingly looking for today is something more authentic and personal. 

Speyburn is a great example. Having been closed to the public throughout the distillery’s history, we had an opportunity to create something really special when we decided to open our doors for tours back in 2023.  

Speyburn believes that simple pleasures are best kept simple, crafting a whisky with nothing but enjoyment in mind. Removing the pretentiousness that is sometimes associated with whisky to allow everyone, everywhere to experience the beautiful simplicity of a well-made whisky at a good value, and we wanted to create brand home offerings that reflect this. That’s why we now offer a range of tours that cater for whisky newcomers to afficionados alike.  

We wanted to make the experiences intimate and relaxed, keeping groups to a maximum of 10 people. There are no corporate introductions. This is about breathing in the smells and beautiful surroundings, hearing the accents and the banter of our people, and taking a peek into our Historic Scotland-listed Old Drum Maltings, untouched since they were last in use back in the 1960s. The traditional maltings spans three floors and as the only surviving example with the original workings, they are a testament to Speyburn’s proud heritage and the honest approach offered by our brand home experiences. 

What’s more, our guides are local. They know the distillery inside out and customise the experience for different levels of whisky knowledge in true Speyburn style. We have people leading the tours who are not only former employees but can tell stories of their father and grandfather working for Speyburn back in the day. One even shares stories of living on the site as a teenager, skateboarding across the courtyard!  

Every little detail is considered and personal – it’s a perfect representation of the unpretentious nature of Speyburn and the brand's refresh which was launched last year. We craft single malts that are approachable and accessible, and the same is true of our brand home experiences. 

In an ever-more competitive market, where new state-of-the-art, multi-million-pound projects are now the norm, we’ve created a distillery experience that is uniquely Speyburn, with a focus on simplicity, authenticity and enjoyment at the heart of everything we do. Bookings have soared since opening permanently to visitors, and our tours have won awards too. 

Our involvement in the brilliant ‘Spirit of Speyside Whisky Festival’ has also allowed us to stage some very special events that we’ll all still be talking about in years to come! In 2025 we’ll once again be pulling out all the stops to share Speyburn’s rich story with visitors from around the world, including the unveiling of our new, refurbished tasting room which is opening just in time for this year’s Festival. What was once the old cooperage, this inviting new tasting room retains some elements handcrafted by Speyburn’s distillery team themselves making it the perfect setting to enjoy some drams of Speyburn including this year’s Festival Exclusive Single Cask Whisky – one not to be missed! 

A desire to provide unique, memorable and engaging experiences is reflected across all of International Beverage’s brand homes. Balblair secured the distinguished Traveller’s Choice Award from Tripadvisor in 2024 which means visiting this distillery is now amongst one of the top 10% of things to do worldwide. From Old Pulteney in Wick – an essential stop on Scotland’s famous NC500 – to The Caorunn Gin Visitor Centre in Speyside, our distillery teams are committed to providing an unforgettable experience for everyone that walks through our distillery doors. And a read through our glowing reviews is the ultimate sign that the personal touch is delivering just what visitors are looking for.  

We’ve come a long way but this is only the beginning for our brand homes, with more exciting things to come in the future including milestone anniversaries for some of our distilleries in the coming years – stay tuned!