British multinational beverages company Diageo will invest a total of £150m over the next three years into Scotland's whisky tourism industry. Diageo, which announced the investment in Edinburgh on Monday, is hoping to bring to life the story of Johnnie Walker, "the world's most popular Scotch whisky" for millions of visitors each year as the firm sought to marry optimism surrounding global demand for the drink with what had been seen as the growing importance of consumer experiences in ...Den vollständigen Artikel lesen ...