Diageo announced it will invest £150m over the next three years to transform its Scotch whisky visitor experiences. Credit: Diageo.

Global alcoholic beverages producer Diageo has announced it will invest £150m over the next three years to transform its Scotch whisky visitor experiences, as well as promote Scotch whisky across the globe.

Diageo’s main investment will be in a new Johnnie Walker facility in Edinburgh. The company also plans to upgrade its existing network of 12 distillery visitor centres across Scotland.

Diageo’s new Edinburgh facility will be linked with four distilleries Glenkinchie, Cardhu, Caol Ila and Clynelish, which represent the four corners of Scotland and the regional Scotch flavour variations.

Diageo will also be investing in other distilleries, such as Lagavulin, Talisker, Glen Ord, Oban, Dalwhinnie, Blair Athol, Cragganmore and Royal Lochnagar to support the growth of single malt Scotch whisky.

The alcoholic beverage maker has already committed to offer £35m to reopen the previously operational distilleries of Port Ellen and Brora.

Diageo chief executive Ivan Menezes said: “Scotch is at the heart of Diageo, and this new investment reinforces our ongoing commitment to growing our Scotch whisky brands and supporting Scotland’s tourism industry.

“This new investment reinforces our ongoing commitment to growing our Scotch whisky brands and supporting Scotland’s tourism industry.”

“For decades to come our distilleries will play a big role in attracting more international visitors to Scotland. I am also delighted we will be able to bring our knowledge and expertise to help the next generation through mentor programmes and skills training.”

Diageo also intends to make additional investments in its Learning for Life programme to create opportunities in the hospitality sector for young unemployed people in the region.

Scotland First Minister Nicola Sturgeon said: “This significant investment will not only help attract more tourists to Scotland by offering world class visitor experiences, but it also underlines the fundamental importance of the whisky sector to Scotland’s economy.

“Last week, I launched Scotland is Now, a new campaign that will put Scotland in the international spotlight and showcase the country’s world-leading assets, such as whisky, to a global audience.

“Today’s announcement highlights to the world that Scotland is a leading destination for tourists and business investors.”