Official International Scotch Day celebrations are taking place all over the world, and fronting the proceedings is world renowned supermodel Coco Rocha and actress Freida Pinto.

To mark the launch Coco Rocha visited Diageo’s Cambus Cooperage near Alloa in Scotland, giving the coopers a behind-the-scenes glimpse into one of her high fashion photoshoots as she pulled her famous poses against a backdrop of casks. “I loved this photo shoot as it playfully partners the swagger and style of Scotch with the craft and artisanship behind the whisky,” reflected Coco Rocha.

In Scotland Diageo will be opening the doors of its distillery visitor centres for free tours as part of the global celebration ^[1]. The public will also be given a unique opportunity to visit the Diageo Archive in Menstrie near Alloa ^[2] – the biggest drinks industry archive in the world with a collection of over 10,000 bottles. This will be the first ever public open day at the centre, providing a rare opportunity to be immersed in the unparalleled heritage of the Scotch whisky industry.

Ronan Beirne, Global Marketing Director from Diageo commented, “Scotch is the world’s favourite whisky. No other spirit can offer the same range of tastes, textures and flavours; made the same way for over five hundred years in distilleries small and large, the length and breadth of Scotland.

“The introduction of International Scotch Day shows our confidence in the vibrancy of Scotch. We are proud of the heritage, authenticity and quality of the category but we are also continuing the spirit of innovation and entrepreneurship by adding a new cultural moment and occasion to the calendar to continue to drive and evolve the future of Scotch whisky.”

On International Scotch Day Coco Rocha will be enjoying a Scotch cocktail in some of Mexico City’s most vibrant bars and clubs, whilst across the globe Freida Pinto will front celebrations in Mumbai, hosting a glamorous event alongside other notable names and faces.

Scotch is the very pinnacle of cool - loved in every corner of the globe.  It’s made to be enjoyed any way you like it.  In China, Scotch is often mixed with iced green tea; in the Caribbean it’s served with coconut water; and in India they like it straight.

“Personally, my favourite way to drink Scotch is a Johnnie Walker with ginger ale,” said Coco Rocha, “but I’ll mix it up depending on my mood or what I am doing. If I’m going to drink, I like a nicely made quality drink, versus drinking too many.”

People can join the movement and get involved by using #LoveScotch and #InternationalScotchDay. For more information visit facebook.com/LoveofScotch

Please drink responsibly.

^[1] Anyone booking a visit to these distilleries for Friday 10 February or turning up on the day for a visit will be welcomed for a free tour. Free entry is subject to availability and to the standard terms and conditions of Distillery Visitor Centre tour access. Full details at www.discovering-distilleries.com. Please note that Cragganmore Distillery Visitor Centre is currently closed and access to Talisker Distillery is limited to the shop and exhibition due to distillery silent season.

^[2] There will be a limit of 50 tours available on a first-come-first-served basis. To register for a tour please email: [email protected]. Only individuals over the age of 18 can register for the Diageo Archive tour. Tours will be conducted one person at a time during the following time slots: 10am – 12pm and 1pm – 3pm. Full terms and conditions can be found at: www.discovering-distilleries.com