New £1million shop opens at the Scotch Whisky Experience

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The £1million re-development of the retail store at Edinburgh’s Scotch Whisky Experience officially opened its doors last week, in the latest stage of the five star attraction’s multi million pound overhaul.

Key features of the new shop include an interactive flavour map and touch-screen distillery guide; a new VIP area, in which to browse the premium collection on a tailor made iPad application; and new touch screens which can be accessed in 20 individual languages including Arabic, Korean, Chinese, Russian and Brazilian.

Susan Morrison, Director and General Manager of the Scotch Whisky Experience, said: “Recognising the importance of retail to our business, we have invested in our shop to create an interactive, customer-friendly environment with a quality of experience which leaves a lasting impression.

“With many of our visitors coming from abroad, our shop plays an important role in promoting whisky and educating people about the industry following the experience of the tour. We find our visitors respond well to the use of flavours in choosing their whisky, encouraging diversity in choice as well as using the traditional methods of geography or well loved brands.”

Retail revenue at the Scotch Whisky Experience has grown 55% in the last three years, and the attraction hopes the new store will boost this by a further 15% in 2012.

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