Whisky Business: How to build a whisky hotel in Edinburgh

Whisky Business: City AM’s Monthly Look at the World of Whisky

In the bustling city of Edinburgh, one thing is for sure – the love for whisky runs deep. From the numerous distilleries scattered across the country to the iconic Scotch Whisky Experience, it’s safe to say that Scotland’s national drink holds a special place in the hearts of locals and visitors alike. And with the growing demand for unique and authentic experiences, the world of whisky is evolving, with a new focus on providing customers with a “sense of place”.

But what exactly does this mean? In the fiercely competitive world of hospitality, simply stocking 100 bottles of Scotch and calling a hotel a “whisky hotel” is no longer enough. Investors and guests are now looking for something more – an immersive whisky experience that goes beyond just a collection of bottles on a shelf.

As a result, Edinburgh’s five-star hospitality sector is undergoing a transformation, with hotels and restaurants stepping up their game to meet the growing demand for a “sense of place”. And for whisky lovers, this is excellent news. Not only does it mean the opportunity to taste and discover new and rare whiskies, but it also allows for a deeper understanding and appreciation of Scotland’s rich whisky heritage.

One prime example of this trend is the recently opened Fingal hotel. Located in Leith, the converted ship is now Scotland’s first dedicated “whisky yacht”. The hotel boasts an impressive collection of over 100 Scottish whiskies, as well as a whisky bar and a private tasting room. But it’s not just about the whisky – the entire hotel is designed to immerse guests in the world of whisky, from the nautical-themed decor to the whisky-inspired menus.

But it’s not just hotels that are taking note of this shift in demand. Restaurants, too, are upping their game when it comes to whisky experiences. The renowned Scotch Malt Whisky Society (SMWS) has recently opened a new venue in the heart of Edinburgh’s Old Town. Along with a highly coveted collection of single cask whiskies, the venue also offers guests the opportunity to create their own unique whisky blend.

And it’s not just about providing a place to sip on a dram – the focus on a “sense of place” also extends to events and experiences. The Whisky Stramash, an annual whisky festival held in Edinburgh, is a prime example of this. More than just a traditional whisky festival, the Whisky Stramash aims to give attendees a true Scottish experience. From live music and food pairings to interactive tasting sessions and street performers, this event showcases the best of Scotland’s whisky culture.

But why the sudden shift towards a focus on providing a “sense of place”? For many, it’s about creating a memorable and unique experience for guests. In today’s social media-driven world, it’s no longer enough to just have a good product – it’s about creating an experience that people can’t help but share.

And it’s not just limited to tourists – locals, too, are looking for authentic and immersive experiences. With the rise of the “staycation” trend, more and more Scots are opting to explore their own backyard, and what better way to do so than through whisky?

One thing is for sure – the world of whisky is evolving, and it’s not just about what’s in the bottle anymore. It’s about creating a sense of place and providing a truly unforgettable experience for whisky enthusiasts. And in a city like Edinburgh, where whisky flows as freely as the rivers, it’s safe to say that the future of whisky here is bright. So next time you visit, make sure to raise a glass and toast to the growing trend of a “sense of place” in the world of whisky. Sláinte!