## Diageo Announces Closure of Clynelish Distillery Visitor Centre
Drinks giant Diageo has delivered a significant blow to the Scottish whisky industry and the community of Brora with the announcement it intends to close the visitor centre at its Clynelish Distillery. The move, confirmed in a report by Highland News & Media on January 21, 2026, is expected to trigger an unspecified number of job losses, sparking immediate concern within the village and wider whisky community.
## Production Unaffected, But Visitor Experience Diminishes
Despite the closure of the visitor centre, Diageo has assured that production at the distillery – one of the ‘Four Corners distilleries’ of Johnnie Walker – will continue without interruption. The distillery’s revamped upper floor, a recent multi-million pound investment, remained untouched. This new space featured a whisky terrace bar and tasting area, designed to provide panoramic views of the Sutherland coast and recently hosting successful music events. The investment was intended to elevate the visitor experience and immerse guests in the story of Clynelish.
## Community Reaction and Economic Concerns
Veteran councillor Diana Royce voiced her concerns, stating, “This is not good news for the village.” The Clynelish Distillery employs approximately 4,000 people across Diageo’s Scottish operations. The visitor centre’s closure raises anxieties about the local economy, which relies heavily on tourism associated with the distillery.
## Industry Context: Downturn and External Pressures
The decision comes amidst a broader downturn in the whisky industry, particularly in the premium sector. Contributing factors include global economic pressures – high inflation, rising interest rates, and ongoing trade disruptions – alongside persistent US tariffs impacting Scotch exports. These factors have collectively put pressure on distillery revenues and operational costs.
Diageo has invested heavily in distillery visitor centres, spending over £185 million on revamps across its operations. The strategic focus on enhancing the visitor experience is now being challenged by these economic headwinds.
## What This Means for Consumers
The closure could impact consumer access to exclusive experiences, particularly those centered around the Clynelish distillery’s unique terroir and limited-release bottlings. Diageo may shift focus towards alternative engagement strategies, such as enhanced digital experiences or private tours.
## Pros and Cons
Pros:
Diageo continues production, ensuring the continuity of Johnnie Walker whisky. The distillery remains open for tours (without the visitor centre). Investment in distillery production continues.
Cons:
Loss of tourism revenue for Brora. Potential job losses. Reduced visitor experience opportunities. Impact on local businesses reliant on visitor spending.
## Looking Ahead
As the situation unfolds, stakeholders are closely monitoring developments and awaiting further information from Diageo. The future of tourism and community development in Brora hangs in the balance, prompting questions about the long-term viability of distillery-based tourism in a challenging global market.
