The Scotch Whisky Embassy network of businesses was established to promote and develop whisky tourism in Scotland. The network is a select group, each member fulfilling set entry criteria, be this as a hotel, bar or restaurant. Members benefit greatly from joining the group. On entry they automatically receive a listing on www.scotlandwhisky.com – the site supported by both the Scotch whisky industry and VisitScotland; they benefit from the collective promotional work implemented by the project – valued at £50,000 worth of PR support in the last six months alone; and they benefit from increased profit generated from their sales of Scotch whisky. For these benefits to be consolidated and grown, the reputation and awareness of the Embassy network needs to be constantly maintained. Members are therefore asked to adhere to the following guidelines to maximise the benefits they receive from their membership.

1. Employing Scotch whisky trained staff
The most important entry criterion for outlets to become an Embassy is that they employ staff who have passed the Scotch whisky training school exam. This is vital in ensuring that businesses know how to sell and serve Scotch whisky – in itself this has been reported to increase whisky sales by a minimum of 10%. Therefore, if an outlet is to maintain this benefit trained individuals need to be in place; or additional members of staff need to be trained to replace them. Alternatively, bar staff who have already passed the Scotch whisky training school exam could be employed to fulfil this role.  

This can be achieved in one of three ways:

1. Sending another member of staff to the Scotch whisky training school (costs £150 per person)
2. Arranging for another member of staff to sit the whisky training school’s exam, without taking the full day course. (Contact ScotlandWhisky to arrange. This is of course based on the premise that the staff member has been trained in-house. There will be a £20 administration fee.)
3. Employing a new member of staff who has already passed the course and has a ‘Certificate of expertise in the sales and service of Scotch whisky’

To maintain its status the Embassy must have replacement staff in place within two months of its certified staff member leaving.

2. Displaying Scotch whisky menus
A proven method of increasing guests’ ‘dwell time’ and whisky sales is the displaying of Scotch whisky menus in bar and restaurant areas. Offering consumers the opportunity to browse through a bar’s range of single malts, blended scotches, or even whisky cocktails encourages them to try and ask questions of bar staff. Adding tasting notes and brief distillery histories will also increase interest.  

A sample menu is featured on the Advice and Tips page

3. Using the ScotlandWhisky logo  

Embassy status grants an outlet the right to use the ScotlandWhisky logo.  

As the core element of much of the network’s promotional work, businesses should maximise the benefit from their membership, taking every opportunity to display the logo. Not only will it align their business with the exclusive and well promoted group, it will also help to differentiate their business and highlight their Scotch whisky expertise.

CDs containing an electronic version of the logo can be obtained by contacting ScotlandWhisky. Examples of places where the logo can be best used include: on the homepage of websites, within the text of VisitScotland.com’s outlet description, printed material and within press releases – or as a footnote with press releases.

4. Completing a one page survey every three months
In order to encourage Embassies to measure the benefits they are receiving and take advantage of the insights and examples of best practice the network generates, a simple one-page survey should be completed and sent to ScotlandWhisky on a quarterly basis. The results will be circulated to the network.  

5. Discussing business with a consultant
Annually the project will send a representative to each outlet to ascertain how the business is using its whisky knowledge, as well as offering advice and some suggestions as to how the outlet can achieve maximum benefit from its status as an Embassy.

ScotlandWhisky is lead by Chris Conway, who is based at the Scotch Whisky Experience, Royal Mile, Edinburgh. Chris can be contacted on tel: 0131 478 7120 or by email: c.conway@whisky-heritage.co.uk