Linn House, a grand stone mansion sandwiched between Stathisla and Glen Keith distilleries in the northeast of Scotland, can trace its history back to 1870. If buildings could talk, its thick walls would no doubt spill countless stories but now the house is about to embark on a new chapter as one of whisky’s best kept secrets. Whisky giant Chivas Brothers has taken over this Victorian gem on the banks of the River Isla for its first foray into hospitality.
The manor has been transformed into a boutique guesthouse boasting 12 rooms and its own Whisky Library. While the company may not be the first distiller to open a guesthouse (Ardbeg parent Moët Hennessy snapped up The Islay Hotel earlier this year), it’s certainly a bold move. And more could follow. According to the Scotch Whisky Association, whisky tourism has become the top visitor attraction in Scotland. Tourism expenditure at distilleries hit £85m in the last 12 months, a thundering 90% more than in 2010. There’s a growing thirst for whisky travel – including from those who want their trips to be taken in style.
‘We’ve had this in mind for a couple of years,’ says Jacques-Henri Brive, Chivas Brothers’ head of luxury development. The top end of the business is booming. High-rolling private clients and the general public want more than just to buy a bottle. They want an experience, he says. ‘Luxury is accelerating for whisky.’ Post-pandemic, people want more. ‘We need the experience of a full life again.’
What does Linn House luxury look like? The property itself offers 12 bedrooms sleeping up to 24 guests at a time. Each is generously appointed, furnished with period pieces and heavy, jewel-toned fabrics. There’s a quirkiness to the prints and the accent hues – they feel warm but never gaudy. The magic continues in the communal spaces, where original Victorian features sit alongside sleek lighting and gold accents. This is especially true in the well-stocked Whisky Library, where bottles gleam on elegant shelving.
What’s interesting is that this isn’t a hotel as such. Bookings are either for a block of six or all 12 rooms for exclusive use. This is to ensure the utmost privacy for guests, I understand. It’s a splendid idea for those with deep enough pockets. Bookings start at £9,600 for the six rooms, while the price tag for all 12 is £19,200.
You would expect the height of luxury for such a lofty ticket price and Brive has focused on curating just that. This is no room-only deal. Each reservation incorporates a ‘culinary journey’ put together by resident chef Erik Obri.
‘We had dinner last week and Erik told us that the scallops were hand-dived by a supplier off the Moray coast,’ says Brive. ‘I asked, “are you going to serve your venison?” He said “no, today it’s pheasant” because he’s renting an estate where he’s shooting his own game.’ There is an emphasis on the local. The focus is on serving the very best produce from the land and sea nearby. Every dinner is special, seen as a one-off. Then, once sated, guests can either retire to the Whisky Library or, if the weather is good, sit out under the stars by the fire pit – blankets provided, of course.
Let’s say the Whisky Library appeals. At this point, guests can choose from a range of packages, from exploratory through to legacy. ‘Within each service package we try to ensure that people are going to drink things that they could only find in Speyside, from our brand homes,’ says Brive. He and the team have curated a group of ‘exceptional’ whiskies. ‘It’s been created in a way that you can drink whisky between 30 and 50 years old.’ Very often this calibre of bottle remains unopened or part of a collection. With Linn House centring on the experiential, these are very much for sipping.
And a stay at Linn House goes beyond food and drink. By day, Speyside awaits, with all its thrills. The team will put together bespoke itineraries based on any interest or whim. Of course, distillery visits are an option. But so too are the likes of fly fishing, golf, walking, shooting – they are open to all ideas.
‘We are very, very close to our consumer,’ Brive assures me. ‘They are looking for more than the product, more than a drink of whisky at home or in a luxury hotel or restaurant.’ It’s about doing something different from a Chivas Brothers perspective too. ‘We are keen to experiment, you know? In a way I think that we were not expected in this area.’ He’s right – while the company may not be the first distiller to open a guesthouse (Ardbeg parent Moët Hennessy snapped up The Islay Hotel earlier this year) it’s certainly a big and bold move. And more could follow. According to the Scotch Whisky Association, whisky tourism has become the top visitor attraction in Scotland. Tourism expenditure at distilleries hit £85m in the last 12 months, a thundering 90% more than in 2010. There’s a growing thirst for whisky travel – including from those who want to travel in style.
‘We think that Speyside is a fantastic luxury destination,’ he continues. ‘It really evokes luxury for people. You can slow down, relax with the best of Scottish hospitality.’ He pauses. ‘Why don’t we put Speyside on the luxury map?’
