A DECADE OF DESIGN EFFECTIVENESS
GLENGOYNE FIRST BRIEFED US IN 2008. THE DISTILLERY HAD ALREADY OFFERED TOURS FOR YEARS.
They say don’t fix it if it’s not broken. But as Glengoyne has such a small footprint with a fully working distillery, the experience for both visitors and staff, although profitable, was cumbersome. Never mind health and safety considerations and the predictability of footfall in a rural spot — it was an everyday hindrance.
The initial request was to review the tour process and enhance the visitor flow through the site.
Almost immediately the Glengoyne team began to see positive results and made the decision to actively manage the visitor experience and reinvest in further design developments to continue this trend.
First up was the retail shop. We established a clearer journey through the product range and an ambience that encourages guests to linger.
Next, we added more structure to the journey through the production spaces and created engaging content along the guest journey – Warehouse No. 1, featuring a display where the maturation process’ effect on the spirit is visually explained being a key example.
NO.1 BEST TOUR IN SCOTLAND
+81% VISITOR SPEND
+68% RETAIL SALES
Over the course of a decade, the aim remained consistent – deliver an unparalleled premium visitor experience and increase revenues through spend per head.
Both of these were realised through the effectiveness of the design changes, all while maintaining the character of the brand and the historical site.