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Taking whisky to the world

The Scotch Whisky Experience in Scotland is to consider the opening of overseas outposts, as part of its "development vision" to be achieved by 2010.

The 18-year-old centre, which is currently undergoing a £2m overhaul, had previously considered establishing satellite units in London, Paris and Tokyo in the 1990s, but shelved plans in the wake of global instability caused by the first Gulf War.

"Expansion is part of our vision for 2010, but only if the right opportunity came up," said Alistair McIntosh, managing director of the £3m-a-year turnover attraction, which last year clocked in a quarter of a million visitors.

"We will complete our refurbishment in 2008, a major part of achieving our vision of making the centre a world-class operation by 2010.”

The centre, whose 18 shareholders include all of Scotland's major whisky companies, has already renovated its entrance and facade at a cost of £400,000 and plans to spend a further £1.6m by the beginning of 2008, updating the whisky tour to include a "more sensory experience represented through touch, taste, sound and smell".

There will also be further revamping of its famous barrel ride, to which extra languages including Russian and Mandarin have been added.

"Around 70 per cent of our visitors come from overseas and we are benefiting from the huge increases in the professionalism and marketing skill of the industry as a whole."

The average visitor to the centre, which is open every day of the year except Christmas day, spends £16.50. As the ticket price is £8.95, the figure includes purchases at the newly reorganised shop, in which all shareholders’ products are available.

The company also generates income from the Amber restaurant, the bar, the Scotch Whisky Appreciation Society and on and off-site tutored tastings.

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The Scotch Whisky Experience in Scotland is to consider the opening of overseas outposts, as part of its "development vision" to be achieved by 2010.
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