© The Scotch Whisky Experience
26 May 2025
With the celebrations of World Whisky Day still lingering in the air, it’s the perfect time to raise a glass to The Scotch Whisky Experience – a cornerstone of Edinburgh’s visitor landscape and a true ambassador of Scotland’s national drink.
Situated at the top of the Royal Mile, just steps from Edinburgh Castle, this award-winning attraction has welcomed millions of guests since it opened in 1988. It was the vision of Alastair McIntosh, who saw the potential for a single place in the capital to tell the full story of Scotch whisky and, more importantly, bring distillers together to do it.
We caught up with Marketing Director Julie Trevisan-Hunter to explore how this uniquely Edinburgh business continues to evolve, celebrate and champion all things whisky.
What inspired you to start a business in Edinburgh?
A love of collaboration! The Scotch Whisky Experience was founded in 1988 by Alastair McIntosh, who saw an opportunity; despite the growing number of international visitors to Edinburgh, there was no single place in the capital that told the full story of Scotch whisky. Alastair brought together a group of Scotch whisky distillers and convinced them of the value in creating a new visitor experience. When he discovered our beautiful building, then empty and falling into disrepair, it was clear that this was the perfect home. In no time, the spiritual home of Scotch whisky was born, right in the heart of Edinburgh.
What makes Scotland’s capital a great place to do business?
The balance of history, built and natural heritage, coastline and hills, with fast paced and dynamic businesses and academia make the perfect melting pot. We have so much interest directly from people visiting Edinburgh, and from travel businesses from around the world who are enthusiastic about promoting the city. In addition, the university has been a huge draw for students from throughout the UK and further afield for centuries, and once you have lived here a short while the city steals your heart, giving us lifelong advocates.
In what ways has the local community supported your business growth?
The Scottish tourism community is one of the most connected and supportive networks you’ll ever find. Over 25 years ago, we helped establish the Castlehill Business Partnership to collaborate closely with our neighbours in this truly unique part of Edinburgh. Beyond our immediate surroundings, the wider attractions and hospitality sectors are built on a spirit of friendship and support. Whether it’s seeking advice and insights, or looking for some experience or support, there’s always someone at the end of the phone. These long-standing relationships create a genuine sense of working together toward a common goal – showcasing the very best of Edinburgh to the world.
Have you incorporated Edinburgh into the business in any way whether through products, branding or experiences?
Absolutely – Edinburgh is at the heart of everything we do. Our iconic location, right next to Edinburgh Castle at the top of the Royal Mile, is central to who we are. Phrases like “wander up the cobbles of the Royal Mile to Castlehill” are very much part of our brand and instantly transport visitors to the historic heart of the Old Town. (And yes, we know they’re technically setts, not cobbles!) This sense of place is essential to the experience we offer, weaving our whisky journey through the rich culture and heritage of Edinburgh.
What is your favourite part of living and working in Edinburgh?
It’s the city’s ever-shifting character. Edinburgh has no single face or feeling – each neighbourhood offers its own unique beauty, history and sense of community. Whether you’re looking for an up-beat, tranquil, insightful or enriching visit, you’ll find it here – or just a short daytrip away. Over the years, there have been many attempts to brand the city, and I believe that this is the reason it is so tricky! Edinburgh morphs with the seasons, the light and even your mood. It shows a different side to everyone, every day. That constant evolution is what makes living and working here refreshing and inspiring.
What does your ideal 24 hours in Edinburgh look like?
My ideal day begins with a cycle into the city, mostly along off-road routes that wake me up and provide a great nature fix. I’d start with an exhibition – art and art history are big passions of mine. At the moment, The World of King James VI & I at the Portrait Gallery is at the top of my list. Lunch would be a picnic in Princes Street Gardens, enjoying the green space and the iconic views – I always make sure I never take the stunning cityscape for granted. Come evening, I love to make the most of the culture on offer. The Lyceum is my favourite theatre – it’s the perfect size and offers an eclectic year-round programme which suits my similarly eclectic tastes! It has the added bonus of being very close to Amber Restaurant. It may be part of my work, but it’s still my genuine favourite place to eat in town.
What is one local hidden gem that you swear by and tell all your clients or friends about?
I love dining at The Old Chain Pier – its charm is its history, and its unique viewpoint over the water where you can see the sailing boats and the Kingdom of Fife. It has great informal bistro-style food. I like to go for a midweek treat when I always manage to get a table.
What’s one local event or tradition in Edinburgh that you never miss and why?
The festivals, without a doubt. When I was little, returning from day trips, I remember the sign that read: “Welcome to Edinburgh, The Festival City.” I didn’t quite understand what it meant at the time, but I was so proud to live here. Every August, the city comes alive with some of the best entertainment I’ve ever seen. I make sure to catch at least a couple of shows each week during the festivals. But it’s not just August – I love Hogmanay too. I couldn’t imagine bringing in the New Year anywhere but Edinburgh.
Which Forever Edinburgh initiatives have you been involved with and how have you found it?
On a practical level, our Forever Edinburgh listing page consistently ranks as one of the top referral sources for traffic to our website and ticketing – so it absolutely makes commercial sense. Beyond that, I have two real highlights. Last year, I proposed a St Andrew’s Day celebration for residents, focused on offering free visits or special offers across a range of tours and attractions. Forever Edinburgh brought everything together on behalf of the participating businesses, and within days of launching, all the activities were fully booked. It was a fantastic way for tourism businesses to give something back to local residents and to celebrate our national day. More recently, we ran a competition with Forever Edinburgh to name the two newly restored unicorns that crown the façade of our building. We were confident their audience would be the perfect match, and the engagement far exceeded what we could have achieved through our own channels. The number of entries surpassed our highest expectations – and we’ll be announcing the winning names soon. Look up next time you’re passing!
What would you say to other businesses looking to get involved with Forever Edinburgh?
It’s one of the best routes to market – both for reaching holidaymakers and engaging with locals. The communications are well-targeted and the team consistently delivers creative, high-quality content. My strongest advice to other businesses is to be proactive. The Forever Edinburgh team is always looking for fresh ideas, news, and unique angles to promote the city so the more you put forward, the more you’ll get out of it.
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