Five star visitor attraction Dewar’s Aberfeldy Distillery has opened the doors of its exclusive Secret Bar to corporate bookings for the first time.
Previously only open to VIP influencers, corporate visitors can now experience the Secret Bar, which is hidden in a corner of the Highland distillery’s historic warehouse space.
A shrine to Tommy Dewar, one of the company’s founding fathers, the Secret Bar is the ideal location for an incentive group seeking inspiration, fun and a unique experience. The venue is a modern take on the speakeasy, featuring concrete floors, atmospheric lighting, games and artwork inspired by the DEWAR’S story.
Typically used in conjunction with the beautifully restored Whisky Lounge in the main visitor experience, the Secret Bar enhances events when used for a short whisky tasting or cocktail workshop, with the ‘big reveal’ of the space proving a highly memorable moment.
The Secret Bar is just one facet of the growingly popular corporate and private events offering at the distillery. The unique venue, situated in the Highlands, yet within reach of Scotland’s main cities, has seen a 50% increase in corporate bookings in 2018, led by exclusive hire private dining events and day meetings. Private dining in the distillery’s unique heritage exhibition has proven an unexpected hit, with expert food provided by local caterers Season Catering and Errichel. Day meetings benefit from use of the venue’s unique ‘auditorium’, a plush, traditional cinema, for audio-visual presentations. The day is usually rounded off with a whisky tour.
Sales Events & Marketing Manager, Simon Robinson, comments: “We are thrilled that the Secret Bar at the Dewar’s Aberfeldy Distillery is now available for a few corporate groups. It has been one of the whisky industry’s best kept secrets for years and it’s a brilliant moment when we slide the heavy warehouse door open to reveal it to visitors! We now look forward to sharing that experience with our corporate clients as they incorporate this amazing space into their events.”