★ ★ ★ ★ ★ What clients say
"We hit 96 percent capacity on our premium tasting tours and grew international visitor share to 67 percent. Highland told the Glenturret story without losing what makes it ours."
Andrew Gemmell
Visitor Experience Director, Glenturret Distillery
"1.8 million pounds of US DTC revenue from a cold start, all compliant. Their grasp of the Scotch regulations is what made it possible."
Helen Frazer
International Brand Director, Crabbie's Whisky
"Off-season visitor revenue grew 47 percent in a single year. They turned a quiet five months into a real season for our partners."
Stuart Buchanan
Director, Loch Lomond Tourism Board
HC

Highland Collective

Whisky, food & travel brand marketing in Scotland

Glasgow, United Kingdom · Whisky distillery + Scottish tourism marketing

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Clutch Clutch 4.8 (13) Google Google Reviews 5.0 (26)
Categories: Luxury & lifestyle Marketing agencies Content agencies
17+
Clients served
6
Years active
3.6x
Average ROI
GBP 32M+
Revenue generated
78k+ tasting bookings
Leads delivered
9
Active retainers

About Highland Collective

Highland Collective specializes in marketing whisky distilleries and Scottish tourism experiences. They translate centuries-old craftsmanship into content that resonates with global luxury and travel audiences.

What sets them apart

Highland Collective is the agency Scotch distilleries call when they need to reach international whisky buyers without compromising heritage. The team operates inside the unusual constraints of the Scotch Whisky Regulations and the Portman Group code, which means they can run premium content programs that do not get pulled by ASA or social platforms. They have 6 years of relationships across the SMWS, distillery owners on Speyside and Islay, and the Scottish Tourism Alliance. Beyond spirits, the team translates the same heritage-storytelling discipline into Scottish food, hospitality, and travel brands that are competing globally with limited budgets.

Industries served

  • Spirits
  • Tourism
  • Heritage brands

Services

  • Distillery storytelling
  • Tourism content
  • Travel partnerships
  • Heritage brand strategy

Case studies

Real client engagements with measurable outcomes.

Glenturret distillery doubled tasting-tour bookings in one season

Whisky tourism

Client: Glenturret Distillery

+153% bookings
67% international
+28% retail/visitor

Challenge

Scotland's oldest working distillery was selling out only 38% of its premium tasting-tour capacity. International tourists were not finding the booking page, and on-site retail conversion lagged peers.

Approach

Highland built a Reels-led content series featuring the Master Whisky Maker walking the warehouse and tasting room. Ran geo-targeted Meta and Google Hotel Ads against UK, US, and German whisky-traveler audiences. Layered an Instagram-DM booking flow with concierge handoff in EN, DE, and FR.

Result

Premium tasting-tour bookings hit 96% capacity by end of season, +153% year-on-year. International visitor share grew from 41% to 67%. On-site retail revenue per visitor rose 28%.

Crabbie's Whisky scaled US DTC from cold-start to GBP 1.8M

Spirits DTC

Client: Crabbie's Whisky

GBP 1.8M revenue
41% repeat rate
4-state distributor interest

Challenge

A heritage Scotch brand wanted to test US DTC before committing to a full distributor footprint. Compliance constraints meant most performance channels were closed.

Approach

Built a content-first program with whisky-creator partnerships across the US and a tasting-pack subscription funnel via ReserveBar. Ran compliant Meta ads using brand-and-heritage messaging only, with all sales handed to ReserveBar at checkout. Layered Klaviyo for repeat-purchase flows.

Result

GBP 1.8M in US DTC revenue in the first 12 months. 41% of customers placed a second order within 90 days. Distributor interest in 4 states triggered a follow-on traditional rollout.

Loch Lomond Tourism Board grew off-season visitor revenue 47%

Travel and tourism

Client: Loch Lomond Tourism Board

+47% off-season revenue
6.1x Pinterest
+1.4 night LOS

Challenge

A regional tourism board needed to fill the November to March shoulder season. The region was strongly associated with summer visits and off-season search interest from international markets was minimal.

Approach

Produced a "Highland Winter" content campaign with 15 partner accommodations and 8 distilleries, running across Instagram, TikTok, and Pinterest. Targeted UK, Irish, US, and German weekend-break audiences with cold-weather creative. Built a single discovery hub linking into partner booking pages.

Result

Off-season visitor revenue grew 47% year-on-year. Pinterest traffic to partner booking pages grew 6.1x. Average length-of-stay across the network rose 1.4 nights.

Meet the team

The people who'll be running your account. Names with are Inflowave-verified.

FM

Fiona MacLeod

Founder & Managing Director · 18y exp

Born on Islay, trained at Edrington. Built Highland Collective to do for smaller distilleries what the global houses do for themselves.

LinkedIn
IS

Iain Sutherland

Head of Whisky Programs · 14y exp

Former SMWS ambassador. Knows every Speyside warehouse personally and leads the distillery storytelling craft.

LinkedIn
BC

Beth Cameron

Tourism Lead · 9y exp

Visit Scotland Quality Assurance Partner liaison. Builds international tourism programs for Scottish destinations and heritage brands.

LinkedIn

Qualifications & certifications

Meta

Meta Business Partner

Meta · 2024

Google Ads

Google Ads Certified

Google · 2024

VI

Visit Scotland Quality Assurance Partner

Visit Scotland · 2023

Inflowave

Inflowave Verified Agency

Inflowave · 2026

Notable clients

  • Glenturret Distillery
  • Crabbie's Whisky
  • The Macallan Estate (DTC)
  • Loch Lomond Tourism Board

Want to work with Highland Collective?

Reach out directly at hello@example-highlandcollective.com or visit their website to start a conversation.

Visit Highland Collective →