VisitScotland is urging the craft beer industry to capitalise on the lucrative food and drink tourism market, which is worth almost £900 million a year to Scotland’s visitor economy.
A new report by VisitScotland, conducted with The Brewers Association of Scotland, highlights the potential that craft beer has in enhancing the Scottish tourism experience.
The report said: “The rise of interest in craft beer over recent years has also mirrored many similar consumer trends within the tourism industry.
“The growth in interest from younger demographics, most notably millennials, has driven a search for products that are authentic and give an honest representation of their brand.”
The tourism board has launched a Spirit of Scotland craft beer (pictured) to highlight how the craft beer trend could be worth millions to tourism.
The Spirit of Scotland craft beer was brewed in Edinburgh-based Stewart Brewing’s Craft Beer Kitchen to mark the release of the research and celebrate the craft beer industry’s #ScotSpirit.
The Spirit of Scotland campaign was launched in February to highlight the country’s “unique spirit” and has become one of the most successful for VisitScotland in recent years.
Malcolm Roughead, chief executive of VisitScotland, said: “The rapid growth of Scotland’s exciting craft beer industry in recent years and the popularity of sampling local produce by visitors, creates a fantastic opportunity to ‘tap’ into a new market of ‘craft beer tourism’.
“It is clear to see from the research that there is real interest Scottish craft beer from across the globe, leaving the industry well placed to follow the likes of the whisky industry and other Scottish produce in becoming a real draw for visitors near and far.”