NRT briefing
'I took a chance on the whisky industry and I haven't looked back'
Based on reporting by BBC News.
The Brief
Zoey Darnbrough, who did not know there was a distillery near her hometown in southern Scotland a few years ago, has risen from tour guide to group tourism and events co-ordinator at Annandale Distillery near Annan. The 26-year-old, who studied heritage and tourism in Stirling, returned to Dumfries and Galloway after university and was recently nominated for "rising star" recognition at the South of Scotland Thistle Awards.
She said her journey had not been straightforward, as she did not get the exam results she hoped for and worked in kitchens at Dumfries Infirmary before joining the distillery. Zoey hopes to change opinions about the whisky world "one woman at a time" and believes the area has much to offer, including lower property prices and heritage attractions.
She also said more could be done to encourage young people to stay, suggesting visits to local schools to explain career options in heritage and tourism.
NRT commentary
How We See It
Zoey Darnbrough's story is a refreshing counterpoint to the narrative that young people must leave rural areas for city careers. Her rise at Annandale Distillery shows that opportunity can be found at home, and her desire to market the region's quiet strengths is a sensible approach.
However, her remark that "a lot more could be done" to retain young people hints at a real challenge: without deliberate efforts to connect local employers with schools and to promote the area's advantages, many will still drift to cities.
Her success suggests that heritage and tourism can anchor communities, but it requires proactive storytelling. As she says, the south of Scotland has "everything the Highlands have" but with less noise—a message that could resonate if communicated boldly. For policymakers, investing in such regional promotion could help stem the outflow of talent, making her journey not just an individual triumph but a model for rural renewal.
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