Five-star visitor centre Dewar’s Aberfeldy Distillery has opened its exclusive Secret Bar for corporate bookings for the first time.

Corporate visitors can now enjoy the previously unavailable Secret Bar, hidden in a corner of the distillery’s historic warehouse space. Created for Dewar’s VIP influencer programme, the bar has been the whisky industry’s best kept secret for years and is available on a limited basis.

A shrine to Tommy Dewar, one of the company’s founding fathers, the Secret Bar is the ideal location for an incentive group seeking inspiration, fun and a unique experience. Appropriately for a hidden room, the venue is a modern take on the speakeasy, featuring concrete floors, atmospheric lighting, and Dewar’s themed games and artwork. Typically used in conjunction with the beautifully restored Whisky Lounge in the main visitor experience, the Secret Bar enhances events when used for a short whisky tasting or cocktail workshop, with the ‘big reveal’ of the space proving a highly memorable moment.

The Secret Bar is just one facet of the growingly popular corporate and private events offering at the distillery. The unique venue, situated in the Highlands, yet within reach of Scotland’s main cities, has seen a 50% increase in corporate bookings in 2018, led by exclusive hire private dining events and day meetings. Private dining amongst the displays within the distillery’s unique heritage exhibition has proven an unexpected hit, utilising the skills of local caterers Season Catering and Errichel. Day meetings benefit from use of the venue’s unique ‘auditorium’, a plush, traditional cinema, for audio-visual presentations.