Country for PR: United Kingdom
Contributor: PR Newswire Europe
Thursday, June 17 2021 - 20:00
Cardhu Flies Flag To Celebrate Reimagining
LONDON, June 17, 2021, /PRNewswire-AsiaNet/--

Speyside Home of Johnnie Walker opens ahead of Johnnie Walker Princes Street 
launch in Edinburgh as part of £185 million Diageo investment 

Today, Diageo continues its commitment to whisky tourism in Scotland with the 
opening of the reimagined Cardhu Distillery in Speyside. All roads now lead to 
the Johnnie Walker Princes Street whisky experience in Edinburgh - the 
centre-piece attraction in the company's visionary ambition for whisky tourism 
in Scotland - that will launch this summer. 

The distinctive flag used by Helen Cumming of Cardhu's founding family – one of 
whisky's most famous female pioneers - to warn illicit distillers of the 
approaching 'excise man' in the 1800s now flies proudly above the distillery 
once again. 

This is the latest move in a journey across the Johnnie Walker 'four corners' 
distilleries of Glenkinchie in the Lowlands and the Highland distillery of 
Clynelish, which opened their doors to the public after being transformed into 
world-leading tourism destinations. 

The new visitor experience celebrates the distillery's 200-year history and 
legacy as a pivotal part of the Johnnie Walker story, it was sold by the 
Cummings' family to Johnnie Walker and Sons in 1893 and became integral to the 
Johnnie Walker success story over the coming decades. The state-of-the-art 
space includes a re-designed immersive story-telling experience with a 
projection story room, whisky tasting kitchen and updated whisky experience 

Cristina Diezhandino, Diageo Chief Marketing Officer, said: "We are delighted 
to be raising the flag at Cardhu to mark the opening of the new visitor 
experience just as our distilling pioneer Helen Cumming did two centuries ago. 
When Helen raised her flag, it was to warn her neighbours and the local 
community, but today we raise the flag in a symbol of confidence and ambition 
for the future of Scotch whisky and tourism in Speyside and throughout Scotland.

"Cardhu is a special whisky, a special distillery with a special history and 
heritage, and the investment we have made creates an exciting and engaging 
experience that will surprise and delight visitors whether they are local 
staycationers in the UK or tourists from around the globe when they are able to 

Cardhu is the third of the 'Four Corner' Johnnie Walker distillery experiences 
- which are single malt distilleries that represent Scotland's four whisky 
making regions and contribute to the world's number one Scotch whisky - to be 
transformed as part of Diageo's Scotch whisky investment. Following on from the 
launch of Johnnie Walker Princes Street later this Summer, Caol Ila Distillery 
on Islay will be next to reopen in 2022 after its own reimagining, to complete 
the 'four corners' story. Most recently, the iconic "ghost" distillery of Brora 
was also reawakened after 38 years and is producing whisky once again as part 
of the Diageo investment.  

Ewan Andrew, President of Global Supply Chain and Procurement, said: "Cardhu is 
the latest step in our £185million investment journey to transform Scotch 
whisky tourism and to create truly world-class visitor experiences at our 
distilleries, and at Johnnie Walker Princes Street when it opens later this 

"Everyone involved in this project is incredibly proud of the visitor 
attractions we are creating, and  of the contribution they will make to the 
economic recovery of Scotland. This is not just an investment in Scotch whisky 
tourism, but an investment in the future growth of Scotch whisky by engaging 
new generations of whisky consumers both at home and around the world."

At Cardhu visitors will be invited to discover the incredible story of Cardhu 
in the brand home's new story room where guests can watch a captivating 
animation retelling of the whisky's origins by Scottish production studio 
Eyebolls. The projected film will tell the story of the distillery's beginnings 
and how the tale of Helen Cumming waving the now iconic red flag to warn fellow 
distillers of approaching tax collectors has gone on to be one of the most 
acclaimed stories in whisky. 

Guests will also be able to explore the distillation and maturation process of 
Cardhu's signature whisky, bursting with notes of orchard fruits and freshly 
cut grass, as part of a selection of updated interactive tours and experiences, 
and enjoy a dram or delicious highball at the brand home's new modern Tasting 
Cardhu Distillery will initially welcome UK visitors in accordance with the 
latest safety guidelines and look to host international tourists when it is 
deemed safe to travel by the Scottish Government.

Diageo has worked closely with Euan's Guide, a Scottish Charity that works to 
improve accessibility at all visitor attractions, to make the brand home more 
accessible for visitors. Diageo has also introduced new sustainability measures 
as part of its redevelopment to help drive its ambitious Society 2030: Spirit 
of Progress action plan, such as reducing overall light pollution, conserving 
water with landscaping and site implementations systems and safeguarding local 
pollinators and wildlife with a new biodiversity protection programme.

Recently the Lowland and Highland homes of Johnnie Walker, Glenkinchie and 
Clynelish, received Scotland's most prestigious Green Tourism Gold award and 
Cardhu will open as a Green Tourism Gold accredited site. Green Tourism's 
certification programme provides a framework to achieve a sustainable tourism 
business and recognises the commitment of businesses which are actively working 
to become more sustainable. With the award recognising the full breadth of each 
distillery's green operating credentials - from sending zero-waste to landfill, 
to the sustainability of its distillation process and the high standards of 
water efficiency and stewardship.

For more information and to book a tour at Cardhu Distillery, please visit 

Full details of the distilleries and Johnnie Walker Princes Street 
redevelopment can be found in this downloadable press pack. 

Photo -  
Photo -

SOURCE: Diageo