Whisky Coast

After being approached by two independent whisky distilleries, Stewart Miller associates was appointed to examine the feasibility for a second whisky trail in Scotland. In our recommendations we identified a gap and opportunity for a (whisky) tourism destination management platform. Working with all whisky distilleries (sixteen at the time) based on the west coast of Scotland, we created a high quality, year-round, industry-led whisky tourism initiative, primarily to attract high spending visitors from Scandinavia to whisky distilleries. (At the time Ryanair had direct flights from Sweden & Norway to Prestwick Airport). Working for a small committee representing some of the whisky brands, we recruited 22 associate members (e.g. 5 star hotels and restaurants, golf courses, high end retail outlets), 4 tour operators (from self drive to helicopter tours), and 8 sponsors (including for example British Airways, Loganair, Caledonian MacBrayne, Visit Scotland, and Highlands & Islands Enterprise). We were also responsible for recruiting a design agency to produce a stunningly visual and effective website and leaflets, and to help us with a successful launch.