Focus magazine reported on the pioneering visitor centre in late 1969. “A coach party, the third that day, drove into Glenfiddich distillery, with a party of forty overseas visitors eager to take a look at whisky in the making. They were met by one of seven professional guides employed by William Grant & Sons, to cope with the flood of visitors to Glenfiddich, now running at several thousand per year.
Visitors saw the traditional malting floor, the peat kiln where the fermenting barley is dried before grinding. They saw the fermenting vats made of seasoned timber, and the copper pots stills, like a row of great gleaming kettles. Finally, in the reception centre with its shop, bars and display on the history of whisky, they were given a dram of Highland hospitality.
Like many parties before them in recent times, they had been given a glimpse behind the scenes of malt whisky distilling, the fascinating process responsible for the ancient liquor which is currently on the trend of booming popularity. And no distiller has gone to such lengths to encourage people from all over the world to visit them and laid on such elaborate facilities for their reception.”