The newly-expanded Diageo archive

The newly-expanded Diageo archive

Diageo has re-opened its central Scotland brand archive after completing a GBP1.5m (US$2.5m) expansion.

The company said today (11 June) the Diageo Archive, which claims to be the largest alcohol brand archive in the world, now stores half a million items of “drinks heritage”. The collection is curated by archivists who work to uncover the history of brands such as Johnnie Walker, Baileys and Smirnoff.

It also includes vintage advertisement and film and industry accolades, with items dating back four centuries, according to archive manager Christine McCafferty.

The site is not open to the public. 

“It’s a living resource, changing daily as our teams create new advertising, new bottle designs and new innovation,” McCafferty said.

The archive, in the Clackmannanshire village of Menstrie, is part of Diageo's expanding Scottish infrastructure. In 2012, the company announced a GBP1bn investment programme for Scotch whisky production.

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Diageo plc - Strategy and SWOT Report

Diageo plc - Strategy and SWOT Report

Diageo plc - Strategy and SWOT Report, is a source of comprehensive company data and information. The report covers the company’s structure, operation, SWOT analysis, product and service offerings and...read more