The annual celebration has returned for 2018 and this year will see A-listers James Marsden, Suki Waterhouse and Shanina Shaik launch this year’s celebrations by meeting some of the people behind the craft at the Cambus Cooperage in Alloa.
Described as a celebration of everything that gives the world’s favourite whisky its "unique character, flavour and personality", International Scotch Day is held during the week of the birthday of one of the world’s most influential master blenders - Alexander Walker, the son of John ‘Johnnie’ Walker who helped bring Scotch to the world.
Diageo, the brand that launched the event, say this year’s celebrations will be bigger than ever, with showcases taking place in over 70 countries worldwide, almost doubling the volume of last year’s inaugural celebrations.
Diageo’s distillery visitor centres across Scotland will open their doors free of charge on 8th, 10th and 11th February to allow visitors to explore behind the scenes some of the world’s most iconic Scotch whisky brands such as the Glenkinchie, Talisker, Oban, Dalwhinnie and Cardhu Single Malts.
To sign up for a free standard tour, visit www.diageo.com.
Diageo confirmed that exclusive International Scotch Day tours of their Archive in Menstrie are already full, with 100 aficionados given the opportunity to immerse themselves in the unparalleled heritage of Scotch whisky with unique access to the biggest drinks industry archive in the world.
Celebrations will take place in India, Mexico, The Philippines and South Africa involving consumer and media engagements throughout the day, and red-carpet star-studded parties by evening.
Events, PR, social media, broadcast, e-commerce, sampling and in-store and in-bar activity are planned, and all designed to drive excitement about Scotch.
James Marsden, supermodel Shanina Shaik and actress Suki Waterhouse will lead a series of special International Scotch Day celebrations.
Shaik will celebrate International Scotch Day in Johannesburg, while Marsden will travel to Manila and Delhi and Waterhouse will be in Mexico City to celebrate the day.
"I can't think of a better place to be than in Mexico City for International Scotch Day”, said Ms Waterhouse.
Marsden added: “Scotch has always been my go to drink and I have such an appreciation for its history and complexities.
“I’ll be celebrating twice, in two exciting locations, Manila and Delhi.
"Scotch has always been one of my favourite drinks and I’m excited to travel to these two incredible cities to experience International Scotch Day with my fellow Scotch enthusiasts.
When asked to describe her favourite thing about Scotch, Shanina Shaik said: “I love that it's a drink that's withstood time.
"It's gone from a classic drink to one that mixologists can modernize with delicious ingredients”.
Ronan Beirne, global brand marketing director at Diageo said: “Last year’s International Scotch Day was a huge success and this year we wanted to turn up the volume and make it even more of a
celebration with our three global ambassadors and events in many more markets.
“The world’s love affair with Scotch continues to grow, and just last month we reported global net sales growth of 3 per cent in Scotch whisky – with the world’s favourite whisky, Johnnie Walker, growing by 7 per cent.
Beirne continued: “We chose to shoot the campaign creative at the iconic Cambus Cooperage against a backdrop of casks representing a tradition of craftsmanship that dates back centuries, alongside these three stylish personalities enjoying a Scotch together.
"A perfect way to show that Scotch is cool, and made to be enjoyed whenever and wherever.”
The organisers encourage those who choose to drink, to do so responsibly.
• You can follow the LoveScotch campaign on Twitter using the hashtags #LoveScotch and #InternationalScotchDay