WATCH: Trailer for The Three Drinkers’ Amazon Prime TV series lands

The first trailer for Amazon Prime TV series the The Three Drinkers Do Scotch Whisky has landed ahead of the show’s launch this November.

The Three Drinkers Do Scotch Whisky is a three-part travel series which sees drinks writers Colin-Hampden White (a Keeper of the Quaich — an exclusive society for Scotch advocates and experts), Adrian Smith (head of brand partnerships at The Winerist and Independent drinks columnist) and Helena Nicklin (editor of The Winerist) journey through Scotland to learn more about the history and provenance driving the industry.

In the trailer, Hampden-White, Smith and Nicklin pour over barrels, sample drams and ultimately get lost in the Scottish countryside in a bid to de-code a category which is often seen as intimidating or “pretentious” to consumers.

“We were keen not to make this all about pretentious swirling and sniffing with lots of lofty tasting notes,” Smith said. “Instead, we wanted to show some mates having fun in a beautiful country and learning a little along the way.”

Available to an estimated 250 million subscribers in the UK, US, Japan and India, Hampden-White said the show will be the largest drinks series on any platform when filming was announced in April this year.

“This is the other side of the all-to-often snobbish and pretentious way in which drinks are communicated,” he said. “Scotch has never before been promoted through entertainment on a digital platform.”

“We want people to feel inspired to try Scotch whisky – maybe for the first time, or perhaps they are already a fan looking for something new.”

The series comes after a sustained period of growth in the tourism side of Scotland’s whisky industry. Whisky tourism had a record year in 2017, with a total of 1.9 million visits and a total of £60.9 million spent at visitor centres, according to the latest figures from the Scotch Whisky Association (SWA).

Visitor numbers have seen an 11.4% rise year-on-year with a 45% growth in popularity since 2010.

The SWA has noted a number of significant improvements to visitor experiences including the introduction of interactive tours, the extension of opening hours and upgrading infrastructure in line with demand. Distilleries such as Speyside, Holyrood and Isle of Arran have all plunged investment into renovating their sites and opening visitor centres.

In May, spirits giant Edrington released photos of the new distillery and visitor centre for its legendary Scotch brand The Macallan, which cost £140m to build.