West Coast Whisky Trail

The Whisky Coast

World Famous Distilleries Unite To Promote The Heavenly Virtues Of The Whisky Coast

Sixteen of the world’s best known whisky brand names have joined together to form a new company The Whisky Coast which was launched on Thursday 12th April 2007. The Whisky Coast aims to raise the profile of the West Coast of Scotland as an area with a high concentration of distilleries against the backdrop of a dramatic rugged coastline. The distilleries have united with three tour companies, eighteen hotels, restaurants, golf courses and attractions and have secured substantial funding support from Highlands and Islands Enterprise (HIE) and VisitScotland. The campaign to attract more visitors to The Whisky Coast and to encourage them to stay longer and spend more includes a thirty page brochure showing the dram[a] of the area and a website www.whiskycoast.co.uk, which goes live today. A UK consumer public relations campaign will also begin today. The Whisky Coast is an incorporated company limited by guarantee.

The Whisky Coast area stretches from Campbeltown in the south to Skye and to Fort William. Laphroaig, Talisker, Arran, Jura, Bowmore, and Springbank are some of the distilleries behind the initiative along with Turnberry resort, Kinloch Lodge, Loch Fyne Oyster Bar, The Three Chimneys and Machrihanish golf course.

Whisky plays a crucial role in Scottish Tourism, as Chris Conway from ScotlandWhisky, one of the founding directors of the company comments: “Over 1 million tourists visit a distillery in Scotland every year according to the Scotch Whisky Association and Distillery Visitor Centres generate £17.3 million pounds in economic benefit from ticket and gift sales. Whisky is a fantastic icon for Scotland and internationally recognised; being able to tap into its global reach is an amazingly powerful marketing tool for the West Coast of Scotland. Its single malts are known throughout the world, and now its tourism experience should be celebrated in the same way.”

Mark Reynier, Chairman of The Whisky Coast and Managing Director of Bruichladdich Distillery on the Isle of Islay says, “The Whisky Coast is an excellent example of the private and public sector working together for the benefit of the whole area. The Whisky Coast is a project designed to benefit the whole economy. It’s about much more than trying to encourage people to visit one or more distilleries. We’re encouraging them to explore further and see more of this dramatic, wild indented coast, to stay longer and spend more. Whisky may be the most tangible element of the initiative, but it’s the misty harbours and moonlit mountains which add the drama and live on in memories.”

Basking against the dramatic Islay scenery an angelic image marks the launch of The Whisky Coast today, representative of the angel’s share. In whisky terminology the angel’s share is a term used to describe the percentage of whisky which evaporates each year through the wood when stored in the cask during the ageing process. Every year up to 2% of all Scotch whisky that is being matured is lost to evaporation. Whilst factors such as temperature and the quality of the cask can affect the percentage of whisky which is dispersed, generally the older the whisky, the more alcohol is lost. For example, a 20 year old cask of whisky may have lost 40% of its original volume by the time it is bottled.

Strategic partnerships have been forged with tour companies making it easier to visit The Whisky Coast. Rabbie’s Trail Burners will offer group tours; Scotsell has devised a self drive tour; and Perry Golf is launching golf and whisky breaks. Independent travellers will find a wealth of travel information at www.whiskycoast.co.uk.

VisitScotland’s Head of Business Propositions Yvonne Cook comments: “VisitScotland is delighted to see a wide range of businesses working in partnership in support of The Whisky Coast.

 

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