Challenge
Operating at Dumgoyne since 1833 Glengoyne Distillery is now one of the most visited in Scotland. The beautiful situation of Glengoyne, enclosed by mountains and a waterfall means that extension to the footprint is impossible. To accommodate this, all changes to the visitor experience have been incrementally designed and applied, with no increase to footprint, or disruption to production whatsoever.
Solution
Contagious has been working with the Glengoyne team for more than ten years to design and implement a programme of experiences, that manage and pace the journey of visitors across the distillery. The beautiful situation of Glengoyne, enclosed by mountains and a waterfall means that extension to the footprint is impossible. To accommodate this, all changes to the visitor experience have been incrementally designed and applied, with no increase to footprint, or disruption to production whatsoever.
Results
Visitor numbers have increased by 117% since the programme began, dramatically outstripping the national rise of 56%. The enhanced flow through this historic site has eased the impact of tours on the production function of the distillery and the diversified visitor experience has increased visitor spend per head. Leading the way with a series of firsts for distillery experiences, Glengoyne has achieved a sea change in visitor numbers with a strong offering that consistently outperforms the industry in growth and profit terms. The near perfect advocacy results are testament to the collaborative approach taken to the design of the welcome, tasting and retail areas that deliver a successful brand experience for every visitor. In 2019 Glengoyne Distillery was named as the No.1 Best Tour in Scotland by The Herald and in 2020 our work with Glengoyne received a DBA Gold Award for Design Effectiveness.
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