Chivas Brothers Opens Whisky Retreat to the Public
Scotch whisky distiller Chivas Brothers has opened their luxury Victorian guesthouse, Linn House, to the public. The distillery is responding to the boom in whisky tourism and the demand for antiqued whisky trails.
This manor is located in Keith, Scotland, and was previously accessible only by invitation. It promises to immerse visitors in Chivas Brothers whiskies and its Speyside surroundings. Jacques-Henri Brive is Chivas Brothers’ head of brand advocacy and is the lead coordinator of this project.
Chivas Brothers Whisky Tourism
Brive told reporters at a press conference that whisky tourism is in great demand based on customers’ curiosity. He said:
“Linn House represents an opportunity for us to encourage global consumers to connect with the region in which many of our iconic whiskies are made.
“Just as a luxury fashion brand has an atelier or a boutique perfumer has its by-invitation salon, the heart of our whiskies lies here in Scotland. As demand for whisky expands around the world, more consumers are intrigued to discover and explore our heritage.
“Linn House is an extension of our brand homes, affording anyone who visits the luxury of time: to rest, to indulge, and to enjoy all that the region has to offer. It is our ambition that Linn House becomes a destination hospitality offering here in Speyside.”
According to a report from the Scotch Whisky Association (SWA), whisky tourism was the top attraction for visitors to Scotland in 2022. The report showed that more than £85 million was spent on sites across Scotland’s five whisky regions – a 90% increase from 2010.
Linn House, designed by Robert Kynoch-Shand in 1870, has been refurbished to meet modern standards and features luxury amenities. The rustic-chic rooms are decorated with the design of Chivas Brothers distilleries across Scotland.
There are numerous activities to enjoy during a visit to the estate. These include relaxing in the drawing room in front of a Victorian fireplace, walking the grounds, or exploring the vast whisky library. The library boasts some of the best whiskies in the Chivas Brothers portfolio.