Spirits giant Diageo is easily considered one of the preeminent players in Scotch whisky, given the number of distilleries in Scotland it owns. Those at this company also recognize an increasing number of consumers are taking whisky holidays to explore their favorite brands more in depth, and that these visitors will be wanting enhanced experiences at the whisky making facilities. It is to this end a planned £150 million investment (over $204 million) in better whisky tourism is set to take place.