Milroy’s creates Whisky Travel Index for Scotch whisky tourists

Milroy’s of Soho, London’s oldest independent whisky specialist, has partnered with digital agency Good Brothers to create the Milroy’s Whisky Travel Index.

Inside the Milroy’s Whisky Travel Index

Intended to be used as a resource for whisky tourists planning to travel to Scotland, the resource grades distilleries and visitor attractions from 0 to 100 and, from these scores, attributes them Diamond, Gold, Silver, Bronze and Highly Commended rankings. 

All operational visitor centres across the country were scored on 15 different metrics, including the cost of tours and tastings, the number of experiences on offer, visitor reviews, amenities, and awards won by the distillery’s whiskies. This allows whisky tourists to plan their trips based on what matters most to them.

The Milroy’s Whisky Travel Index acts as a showcase for the Scotch whisky tourism industry, with the top 50 scoring distilleries and experiences published online.

The top five diamond-scoring distilleries 

Just five distilleries achieved the Diamond ranking for their outstanding visitor offering. Ardbeg topped the rankings with a total score of 92.2 out of a possible 100, followed by Johnnie Walker Princes Street (89.0), Glenkinchie (84.0), Springbank (83.8), and Bruichladdich (83.5). 

Islay’s Ardbeg ranked highly for its breadth of visitor offerings, as well as its outdoor picnic provision, while the Diageo-owned Johnnie Walker experience was credited for its convenient location, use of digital, and on-site bars and restaurants. 

Other notable results include Kilchoman, which offers the best value distillery tour, Bowmore, which is ranked best for premium experiences, and Nc’nean, which was named the most sustainable.  

Scotch whisky tourism: a growing industry 

Founded in 1964 by John ‘Jack’ Milroy, the Milroy’s of Soho shop on Greek Street is one of the capital’s whisky hot spots. But this Index looks beyond London to Scotland, where more than two million people visit distilleries each year, according to Scotch Whisky Association data. 

With over 151 operational distilleries in the country, however, it’s not easy to pick out which to visit next. Set to be updated annually, the Milroy’s Whisky Travel Index aims to offer a solution.

“Some of the best whisky experiences can be found in distilleries,” said Jolyon Dunn, Milroy’s CEO. With an ever-increasing range of producers to choose from, we understand that it can be complicated, daunting even, to plan travel to these often remote areas”.  

He continues: “With the Index, we will make it much easier for whisky lovers to plan their visits, whether it’s a single trip with their family or a multi-stop spirited pilgrimage around Scotland. Our versatile digital tool will help make distillery visits unforgettable.” 

The same day as this news broke we also received word that Bladnoch Distillery will debut an immersive theatre experience in autumn called Bladnoch Tasting Notes. The script was created by actress and voice artist Debora Weston (Charlie and the Chocolate Factory, Patriot Games, Thunderbirds) and promises to bring “More than two centuries of whisky-making history to life on the banks of the River Bladnoch, transporting guests back in time to be met by some of the most notable characters from bygone days at the distillery”. 

It’s a timely example of how the Scotch whisky industry is evolving its visitor experiences. We’re huge advocates for people visiting distilleries as their appreciation for the spirit will only increase after they see the craft and the passion that goes into the whisky-making process up close. So all this news is good news as far as we’re concerned! 

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