Diageo Unveils Scotch Tourism Boost….Diageo has announced it will pour £150 million ($215 million) into visitor experiences at its Scottish distilleries over the next three years. The investment will include a new Johnnie Walker “immersive visitor experience” in Edinburgh, which is intended to “become a new hub for Diageo’s business in Scotland,” according to the company. Four Diageo distilleries that contribute to the Johnnie Walker blend—Glenkinchie (Lowland), Cardhu (Speyside), Caol Ila (Islay), and Clynelish (Highland)—will be linked with the Edin-burgh venue to encourage Scotch enthusiasts to visit all four regions. Meanwhile, Diageo will also make new investments at its Lagavulin, Talisker, Glen Ord, Oban, Dalwhinnie, Blair Athol, Cragganmore, and Royal Lochnagar distilleries, upgrading its existing 12 distillery visitor centers.
Johnnie Walker had global sales of $5.4 billion last year on…