The Herald
The Herald- Whisky ‘shop window’ could raise further £100m for industry
1 October 2026
About this coverage
The Herald features Sip Seekers founder Victoria Miller in an exclusive interview exploring the untapped economic potential of Scotland’s whisky tourism industry. Sip Seekers' modelling suggests that increasing the proportion of overnight visitors exploring distilleries from two in ten to three in ten could generate £96 million in additional direct revenue over five years, with a wider economic impact exceeding £200 million.The article also explores the importance of distillery tourism in building brand loyalty, supporting rural economies and creating memorable visitor experiences.
“Distilleries are effectively the industry's shop window. They give brands an opportunity to tell their stories directly, generate high-margin revenue and, importantly, build relationships with consumers who can become advocates for those brands for years afterwards.”
- Victoria Miller, Founder, Sip Seekers, speaking to The Herald
The Herald
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The Sunday Post
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