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Diageo leader Barbara Smith is featured in the media

Diageo leader Barbara Smith is featured in the media

 January 04, 2021

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Barbara Smith is Managing Director of Diageo’s Brand Homes and General Manager of the Johnnie Walker Princes Street Visitor Experience in Edinburgh. 

In her role as General Manager of the Johnnie Walker Princes Street Visitor Experience, Barbara is also responsible for the company's 14 distillery brand homes in Scotland.

The Johnnie Walker Princes Street attraction is the focal point of Diageo’s £150 million investment in Scotch whisky tourism, which includes the transformation of the visitor experiences at the distilleries around Scotland.


Barbara [pictured above] featured in The Scotsman about her current role and what the future holds for the visitor experience.

"The immediate aim is to establish Johnnie Walker Princes Street as a must-visit destination for people from Edinburgh, from Scotland and from around the world. But more importantly than what we want to achieve for ourselves, we want to provide a beacon of hope for the hospitality and tourism industry as we recover from the Covid-19 crisis," she explains in the interview piece.

"We want our commitment to our investment programme and the quality of visitor attraction we are creating to be a catalyst for recovery for the wider economy, because we know that we can only succeed in our ambitions if we are part of a thriving tourism industry."

"Over time we want to make Johnnie Walker Princes Street to Edinburgh and Scotland what the Guinness Storehouse is to Dublin and Ireland – a must-visit destination that is part of the fabric of local life and culture," she adds.

Read the full article here.

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