Best known for his role in the global hit series Outlander, the local man has acquired Crafty Distillery in Newton Stewart, rebranding it as the Galloway Distillery.
This exciting development marks a significant investment in the local economy and a transformative opportunity for tourism in southwest Scotland. The distillery and its celebrity connections could provide a ‘must visit’ destination for our region for both foreign and domestic visitors.
With an increase in tourism comes the knock-on effect of requiring more holiday accommodation and added investment in the area. Being in the centre of the region, rather than the fringes, this would add the requirement of over-night stays rather than ‘visit and leave’ to another destination, keeping the tourism spend local for longer.
This investment not only celebrates the region’s rich heritage and natural beauty but also aligns with the ambitions of the Responsible Tourism Strategy for the South of Scotland 2024-2034 by increasing international visitors, who spend significantly more and stay longer than domestic visitors. The strategy aims to grow the visitor economy to £1.76 billion and support 20,000 full-time equivalent jobs by 2034.
Work is set to break ground on a cutting-edge, net-zero production distillery in spring 2026. Powered entirely by green energy and uniquely cooled by Galloway’s natural wind, the new site will be capable of producing up to 200,000 litres of PLA (a term referring to the process of enhancing the flavour of whiskey by aging it in different casks) annually, while showcasing the region’s breathtaking views with a private tasting room overlooking the Galloway Hills.
This major investment is set to be delivered using local contractors and innovative processes. The project will also enhance the visitor experience, attracting more tourism, expanding services, and adding a bold new interior and exterior design aligned with the Galloway brand.
Outlander continues to be one of Scotland’s highest attractions relating to film or television. Sam Heughan’s team says that recent visitor surveys show that over 30% of long-haul visitors stated that seeing the country on film was a key reason for their trip. Outlander filming locations such as Doune Castle have seen visitor numbers soar by up to 379%, demonstrating the power of screen tourism.
Dumfries and Galloway under-indexes in international tourism, attracting just 13% of Scotland’s overseas visitors compared to the national average of 24%. The distillery team add that currently with Sam’s global reach, particularly in the USA and rest of world markets, paired with the upgraded distillery and visitor experience, an additional 30,000 visitors are anticipated annually, generating an estimated £51 million in indirect economic impact for the region.
We look forward hearing of the success the Galloway Distillery, shining a spotlight on our people, places, and businesses and to welcome the world to discover the spirit of Galloway.
Leader of Dumfries and Galloway Council, Stephen Thompson said:
“It’s a real boon to get Sam Heughan’s backing and investment into our rural economy, and a boost for local jobs in the region.
“We know our region has talent and potential, but this can be a significant catalyst for local employment, international visibility, and tourism.
“Galloway Distillery has the potential to be a game-changer by championing locally distilled spirits in Galloway’s unique landscape and will help reinforce our region as a “go to” rather than a “go through” destination.
“With Sam’s passion for his homeland and his profile’s global reach this is an ideal opportunity to showcase our landscapes, our people, and our craft to the world.”