Diageo to expand spirits archive

Diageo has announced a £1.5 million investment to expand and improve its global brand archive in Clackmannanshire, Scotland.

Diageo archiveEstablished 23 years ago, the archive in Menstrie contains over half a million items documenting over 405 years of history for Diageo’s brands, companies, people and sites, including its 28 Scottish malt distilleries.

If its planning submission is approved, Diageo will add a new storage facility, reception and library area. Although the archive is not open to the general public, hundred of Diageo employees visit every year to learn about the heritage of the company’s brands.

The drinks giant also described its archive as “a key source of inspiration” for its new product development, innovation projects and marketing campaigns.

In addition, items from the collection are on permanent show at Diageo’s various distillery visitor centres, as well as other public exhibitions, including a recent display at the Scottish Parliament to mark the centenary of the Scotch Whisky Association.

Welcoming the news as “hugely encouraging,” archive manager Christine McCafferty observed: “As the demand for our brands grows worldwide and there is an increasing requirement to protect brand identities and trade-marks, the work we do here in Menstrie remains as relevant and essential as it did when we started in 1990.”

3 Responses to “Diageo to expand spirits archive”

  1. Whisky Uy says:

    I think it’s really important to preserve the historical heritage of whiskey brands because all elements deteriorate over time.

    Regards!

  2. DeeCeeEll says:

    There are surely some great brand stories locked away somewhere within the Diageo libraries.

    John Begg Blue Cap , Old Rarity and Macleay Duff are three brands that come to mind – but is there anyone there who will remember them?

  3. Alan Smith says:

    My grandfather worked for John Begg, so far as I know, before it became part of Diageo. For sure, I wont forget that brand! I have a bottle stored in a cupboard.

Leave a Reply

Your email address will not be published. Required fields are marked *

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

We encourage debate in the comments section and always welcome feedback, but if you spot something you don't think is right, we ask that you leave an accurate email address so we can get back to you if we need to.

Subscribe to our newsletters

Fine Wine Sales Executive

Roberson Wine
London, UK

Account Manager - London Trade Sales

Bancroft Wines Ltd
London, UK

Brand Manager

Elixir Distillers
Park Royal, London UK

Marketing Assistant

Speciality Brands
Park Royal, London, UK

Key Account Manager

MMI Maldives
Maldives

Financial Controller

London City Bond
Barking, UK

Duty Manager

The Whisky Exchange
Great Portland Street, London

Spirits Advisor

The Whisky Exchange
London, UK

International Sales Manager

Elixir Distillers
Park Royal, London, UK

Millésime Bio 2020

Montpellier,France
27th Jan 2020

Maisons Marques et Domaines Annual Tasting

London,United Kingdom
29th Jan 2020

Austrian Wine Tasting

London,United Kingdom
3rd Feb 2020
Click to view more