Reveal the secrets behind a wee dram

With thousands of visitors set to descend on Scotland's distilleries this summer, the role of tour guide is hugely important

EARLIER this month, it was revealed that whisky tourism in Scotland was booming and visitor numbers had soared by almost 20% in the past two years.

Brian Robinson, visitor centre team leader at the Glenfiddich Distillery in Dufftown, is well aware of this, as it is one of the most popular visitor attractions in the north-east, welcoming around 70,000 visitors each year.

Brian's role is to ensure visitors fully enjoy their experience and, to do that, he enlists the help of dozens of seasonal guides - and he's currently on the lookout for more.

All guides take part in an intensive training course to bring them up to speed on how whisky is made, and are then responsible for taking visitors around the distillery.

Brian said: "To make a good tour guide you need to be outgoing, willing to learn and interested in whisky.

"You also need to be keen to learn about other cultures and a good talker."

As team leader, Brian regards his job as perfect for him, which is all the more surprising when you learn he's a recent convert to the industry.

He said: "Up until seven years ago I used to the run the emergency call centre for Scottish and Southern Energy, based in Portsmouth," said Brian.

"That's how I plied my trade from my early 20s until 2004, when my wife Jo and I moved from Portsmouth to Dufftown.

"We moved for two reasons. Firstly, because I fell out of love with what I was doing and, secondly, because my wife and I had holidayed in Scotland for years and felt a great affinity with the people and the place.

"We got to the stage when our careers weren't satisfying us and decided to make a career and lifestyle change, so we sold up and moved north."

Jo set up her own business, Jo Robinson Sugarcraft, a bespoke celebration cake baking and design service, while Brian joined the team at Glenfiddich.

"Starting work in a distillery was amazing for me, as I learned about the nuances of malt whisky, how to tell one whisky from another and met other guides from around the world," added Brian.

"Before starting here I would class myself as an enthusiastic amateur in terms of whisky.

"I was always interested in the history and process of making it and, while in Portsmouth, did a lot of long-distance research on it. When we visited Scotland we'd try to fit in as many distillery visits as possible, so I knew the basics before I was lucky enough to be involved in the industry.

"I began working here as a guide and totally fell in love with it all. It is such an incredible industry and one that Scotland should be very proud of."

Now, Brian works full-time in a role he loves.

"This really is the perfect job for me," said Brian.

"Scotland is renowned for the quality of its whisky and Glenfiddich has coveted status as the world's most awarded single malt.

"My job gives me the chance to introduce people from around the globe to the wonders of single malt and the making of the product.

"It is a fascinating process that has remained virtually unchanged for centuries. This is something that the visitors to Glenfiddich find really intriguing. Visiting our single malt Distillery is like taking a step back in time."

The Dufftown distillery took the pioneering decision to open its doors to the public in 1969, when its visitor facilities were limited.

Now, it boasts five-star visitor attraction status, hospitality assured accreditation, a brand centre and the Malt Barn restaurant and coffee shop.

"Glenfiddich is an inspiring place to work," said Brian.

"We are situated in one of the most beautiful parts of Scotland and have luxurious facilities - even our loos are award-winning."

With thousands of visitors expected to pass through the distillery's doors once more this summer, Brian's now recruiting seasonal staff.

"There is no such thing as a stereotypical distillery guide," said Brian.

"We have guides in their 20s and in their 50s and men and women, but what they share is a willingness to learn and the ability to communicate with enthusiasm.

"Many of our guides speak more than one language, which is important for us as we welcome more international visitors than most other distilleries. It's not a must but, because 75% of our visitors are from overseas, a second language is very useful.

"This year, I've secured the services of guides who speak Chinese and Russian, but as the majority of our visitors come from Germany, France, Italy and Spain, an ability to speak any of these languages is good.

"I'm afraid I don't speak anything but English and never thought of it as a handicap until I started working here.

"Now, if I get the chance to engage with school-age youngsters, I stress the importance of learning another language, as it gives them a whole host of options in the workplace."

Training lasts six days, with an assessment tour and test at its conclusion to ensure the guides know everything they need to.

At present, the visitor centre has a team of five permanent staff and five seasonal staff, but Brian is looking to employ a further 20 seasonal tour guides to work 32 hours over a five-day period.

Candidates must be 18 or over. The closing date for applications is Friday, May 6. To apply, send a CV with covering letter to Brian Robinson, William Grant & Sons, Glenfiddich Distillery, Dufftown, Keith, Banffshire, AB55 4DH, or send an e-mail to: brian.robinson@ wgrant.com

Article Courtesy of Press & Journal

Posted in: Whisky Industry News

Tags: whisky events