Overview: Modelling by Sip Seekers suggests the Scotch whisky industry could raise £96m in direct revenue over five years if tourist visits to distilleries increase from two in 10 to three in 10 overnight visitors. The total economic opportunity, including wider tourism impact, is estimated at over £200 million.
The Full Story
The Scotch whisky industry could generate nearly £100 million of additional revenue from distillery tours over five years if the number of tourists who visit distilleries as part of their trips rose from two in 10 to three in 10. This opportunity is highlighted by modelling from Sip Seekers, the Scottish technology start-up, which has been likened to the “Skyscanner for whisky tours.” Whisky sales and marketing expert Victoria Miller struck upon the idea for the business after a pain point she was experiencing as someone trying to book a distillery tour.
Since launching in December, around 70% of distillery visitor centres in Scotland have signed up to the platform, which is designed to help distillers reach more potential visitors and ultimately generate more income. The most recent figures from the Scotch Whisky Association show there were 2.7 million visits to distilleries in 2024, eclipsing the previous record of 2.61 million in 2019. The figures suggest distilleries represent the most-visited tourist attraction in Scotland, with more than 60% of visitors in 2024 coming from overseas and people typically spending £40 to £50 per head on each visit.
Victoria Miller believes the market continues to offer a huge amount of untapped potential. Based on modelling carried out by Sip Seekers, distillers could raise a further £96m in direct revenue if the number of visits by tourists is lifted from the current two in 10 to three in 10. Ms Miller told The Herald that only two in 10 overnight visitors are currently making it to distilleries compared with actual tourist numbers, which feels like a big opportunity.
The Scotch whisky industry in general has endured a challenging period in recent years after the Covid-era spike in sales faded quickly amid a host of geopolitical and economic headwinds. Victoria Miller added that depending on who you reference, the average spend is around £48 a head at distilleries in direct revenue. But it’s also about engagement and entertainment. You need to make sure you’re giving people a good experience so they leave with a real passion for the brand.
Brand & Industry History
Victoria Miller worked in sales and marketing roles with St Andrews distiller Eden Mill, Aceo Spirits and Murray McDavid, the independent Scotch whisky bottler, before launching Sip Seekers. Ms Miller said it was a “shame” the Clynelish visitor centre had closed following a review of operations by Diageo, noting that reacting to pressure on worldwide whisky sales by reducing opportunities for direct-to-consumer engagement risks overlooking the longer-term value of tourism. The Scotch whisky industry has seen investment in facilities for visitors at a range of its distilleries around Scotland, though some closures have occurred.
What This Means
More than half of Scotland’s distilleries are located in rural areas, so the economic impact extends far beyond what is spent at the visitor centre. A distillery visitor will often also stay locally, eat in a restaurant or café, use transport and visit other attractions. Whisky tourism therefore has an unusual ability to take visitor spend deep into rural Scotland. Victoria Miller argued that as distillers continue to face challenges in markets around the world, direct-to-consumer tourism has become more important rather than less.
Sip Seekers is also striving to offer whisky lovers experiences that are a little bit more special than conventional tours. Sip Seekers Unlocked gives enthusiasts the chance to get behind the scenes at distilleries which are usually closed to the public. For example, this month just 10 people will be invited into Aberargie Distillery in Perthshire where they will be able to explore the site’s production areas and maturation warehouse, taste new make spirit, and sample Aberargie’s newly released whiskies.
Consumer Takeaway
Sip Seekers has set out to be part of the solution to allow the whisky visitor industry to present a more unified, coherent approach to tourists. Fundamentally, the platform is trying to make Scotland’s drinks tourism much easier to discover and book. There are extraordinary experiences available across the country, but they remain fragmented across dozens of websites and booking systems. The next phase includes continually improving journey-planning functionality alongside loyalty, gifting/vouchers and last-minute discovery – helping people not only plan before they travel but discover experiences once they’re here.
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