The first International Scotch Day, which aims to celebrate and focus on the Scotch whisky category, will take place on 10 February.

The event has been introduced following the success of #LoveScotch, a global social movement from Diageo, inviting people to share their love of Scotch whisky.

Ronan Beirne, global marketing director for Diageo, said: “We have launched International Scotch Day to shine a light on the Scotch whisky category and to help raise awareness and deepen knowledge of Scotch around the world. Scotch has been built on its integrity, quality and authenticity and no other spirit can offer the same range of tastes, textures and flavours. Trends come and go but Scotch has been cool since forever and we feel it’s time to properly celebrate that.”

The day has been chosen as it is the birth date of Alexander Walker, the man behind Scotch whisky brand Johnnie Walker.

As part of the celebrations, Diageo will open its Scottish distillery visitor centres free of charge, in a bid to help attract younger consumers into trying Scotch for the first time and understanding more about the drink.