MUSE Gold

2022

Cardhu, the Speyside Home of Johnnie Walker

Entrant Company

BRC Imagination Arts

Category

Experiential & Immersive - Experiential & Immersive / Other___

Client's Name

Diageo

Country / Region

United States

The renovation of Cardhu is part of a £185million investment in whisky tourism by Diageo which completely reimagines the traditional whisky tour experience. As the Speyside Home of Johnnie Walker, Cardhu proudly stands alongside the other three Corners – the Lowland Glenkinchie, Islay’s Caol Ila, and the Highland Clynelish – as a vital ingredient of the world’s best-selling Scotch whisky. The redevelopment of Cardhu Distillery brings one of Scotland and whisky’s greatest stories to life. This tale centres on Cardhu founder Helen Cumming and her daughter-in-law Elizabeth, two brave and cunning women whose remarkable foresight gave rise to a whisky still cherished today on its own and as a key malt in Johnnie Walker blends. The Cummings’ legacy animates the new visitor experience at the transformed Cardhu, where guests enjoy a new interactive tour that awakens their senses and takes them on a flavour journey. This new and vitally important chapter in Cardhu’s history further cements the foundations built by Helen and Elizabeth, bringing new opportunities, and taking their story to a new audience of domestic and international visitors, as well as the local community. The creative team drew upon the extensive Diageo archives, whisky historians and makers, and members of the community for those stories, artefacts, and local arts and crafts. For instance, the paucity of family photos inspired the use of Georgian-style silhouettes in a film created by Eyebolls, an award-winning boutique animation and live action studio founded by two women in Edinburgh. The new visitor experience has already been awarded Scotland’s most prestigious Green Tourism Gold award, recognising Cardhu’s management, water and energy usage, and the processes put in place for waste, nature conservation, eco-tourism and accessibility. Efforts to create a truly inclusive brand home include implementing accessibility measures in line with Euan’s Guide, the information source for accessibility in visitor attractions. 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.

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