MORAY could be in line for a huge economic boost if it can attract the same iconic status as the Champagne region of France.
Despite the area boasting more than half of Scotland’s distilleries, Moray politicians believe that more needs to be done to transform Speyside into a worldwide tourist destination.
Now, the new chief executives of drinks giants Diageo and Chivas Brothers are being urged to visit Speyside for talks on how they can help attract more visitors to the area.
Moray MP Angus Robertson said the region needed to capitalise on the global whisky boom following recent announcements such as Edrington Group’s £100million investment at the Macallan distillery, near Craigellachie. Mr Robertson and his SNP colleague, Richard Lochhead MSP, have written to Ivan Menezes, of Diageo, and Laurent Lacassagne, of Chivas Brothers, to invite them to Moray for talks.
The meeting would focus on co-ordinating future plans for the industry, economic and transport development and the promotion of Speyside and brands of whisky produced there.
Mr Robertson said Moray was one of the greatest food-and-drink regions in the world – but it needed better infrastructure to help it reach its full potential.
He wants Speyside and its many whiskies to become an unrivalled tourist attraction – just as the Champagne area in France is synonymous with its namesake tipple and the Napa Valley in California or Rioja in Spain are associated with wine.
The Moray Economic Partnership, which was drawn together to help the region diversify its economy in the wake of defence cuts, identifies tourism as a key priority.
Councillor John Cowe, chairman of the partnership, welcomed the ambitions for Speyside.
He said: “I think it’s a greatly iconic area. There is the Champagne region for France – and Moray is most definitely our whisky area.”
Mr Cowe said he was working closely with Highlands and Islands Enterprise (HIE), VisitScotland and Moray Chamber of Commerce to develop Moray’s tourism package.
“The Moray Economic Partnership and economic development team are working very hard to get not just Speyside on the map, but the whole of Moray,” said Mr Cowe.
“The whisky industry is booming.”
Meanwhile, Moray Chamber of Commerce president George McNeil said the ambition for Speyside had always been strong, but leading industry players needed to pull together.
He said: “It could be huge, not only for the area but it could be a self-fulfilling prophecy for the whisky industry too.
“Champagne as a brand is just absolutely wonderful, and as a region they do so well to educate about what it stands for.”
He added: “I appreciate the sensitivity about getting big businesses together when they are competing in the same industry, but if we can keep the dialogue safe and focus on the greater good, it will be great for the area.”
Mr Robertson, who is also vice-chairman of the Westminster parliament’s whisky industry group, said: “It makes sense to properly co-ordinate between the industry and the region.
“Given the importance of Speyside to both Diageo and Pernod Ricard, which owns Chivas Brothers, I’m sure their senior management will be delighted to take part. I look forward to also discussing this with the new chief executive of the Scotch Whisky Association, David Frost, later this week.” Mr Lochhead, who is Scottish rural affairs minister and has responsibility for the food-and-drink sector, said: “Speyside is one of the leading drink-and-food regions in the world and we must aspire to match regions such as Champagne, Rioja and Napa Valley.
“It would be excellent to discuss this directly with the new chief executives of Diageo and Chivas Brothers.”
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