Glenkinchie
The Lowland Home of Johnnie Walker
In October 2020, Glenkinchie, the Lowland Home of Johnnie Walker, became the first of a series of re-imagined Brand Homes to reopen to the public.
Diageo’s unprecedented £185 million investment into Scotland’s whiskey tourism industry coincides with the 200th anniversary of Johnnie Walker, the world’s best-selling scotch whisky. As a part of this investment, BRC Imagination Arts partnered with Diageo to transform their existing Distillery Visitor Centres into Brand Homes that offer a sense of hospitality, joy and connection for a new generation of whiskey drinkers.
Glenkinchie, ‘The Garden Distillery,’ includes a completely renovated brand home and new 35,000 sq. ft. garden inspired by East Lothian’s abundant natural lands, full of wildflowers and local wildlife. The creative team leaned into Glenkinchie’s identity as the Lowland Home of Johnnie Walker, drawing from the garden of Scotland and the Distillery’s farm origin story.
Targeted to international and domestic tourists, as well as the local community, Glenkinchie beckons visitors to a journey of discovery, where they awaken their senses and explore the whisky’s natural environment and flavour influences. In addition to the renovation of the brand home’s interiors and exteriors, the distillery has introduced an updated whisky tour format and a series of interactive whisky tasting sessions.
Among other highlights of the transformed Glenkinchie is The Generations Room, which brings to life the personal stories of the people behind Glenkinchie.
Efforts to create a truly inclusive brand home include implementing accessibility measures in line with Euan’s Guide. Signage uses universal symbols and language-assist devices are available. The brand home and gardens are family-, pedestrian- and cyclist-friendly, and all experiences offer non-alcoholic options.
Learn more: www.brcweb.com
Client
BRC Imagination Arts
Project Role
Writer
Awards
2020: Green Tourism, Gold Award 2021: Muse Creative Awards, Platinum 2021: Transform Awards EU, Bronze, Best Brand Experience 2022 Scottish Structural Awards, Winner, Best Refurbishment of a Historic Building
Miki Shelton Creative 