THE GLASGOW owner of the world's best whisky bars has hit out at tourist chiefs for failing to celebrate the commerical potential of Scotland's national drink.

Ken Storrie, proprietor of the multi-award-winning Pot Still in Hope Street, said he has become frustrated by Scotland's tourism industry, which he believes is overlooking his business.

"If you've got the best malt whisky bar in the world, right on your doorstep, you'd think they'd want to make a big deal about it," he said.

"In the past three years running we have won an award for being the best whisky bar in the world. We have titles, awards, but you get no recognition for that achievement in Glasgow. It makes you think; what's going on?"

Storrie said most of his custom comes from local recommendations rather than a concerted effort from the tourism industry.

"Whisky only makes an appearance when they have a big event to promote. We get a lot of tourists coming from European countries and all different parts of the world, not just because there's something specific happening in Glasgow. We had two Swedish chaps in who went to the Glasgow Tourist Information Centre and asked for a list of good places to drink whisky. They were told to go to Firewater, which is hardly known for its whisky!

"They eventually came to us after a barman told them we were a whisky bar. So it's locals, it's recommendations that bring trade through the door.

"With the tourism board you can buy advertising space, but it's not like they're endorsing your brand, it's just that you bought an advert."

Storrie said that considering Scotland's biggest export is whisky and the biggest import involves tourism, it "shouldn't be too hard to link the two".

In June, a survey found more than 1.23 million people visited a distillery in 2007 and contributed more than £22 million to the economy. There are already moves to encourage more visitors to take advantage of the whisky trade which is worth around £2.5 billion annually.

Chris Conway of ScotlandWhisky, formerly The Scotch Whisky Tourism Initiative, said: "We are working with a number of bars in Edinburgh highlighing great whisky ranges and who have trained staff who offer a good whisky experience."

It is hoped a new website will be launched by the end of the year which will direct tourists coming to Edinburgh on where to enjoy a dram. A similar initiative will be replicated in Glasgow.

Conway denied there was a reluctance to promote smaller businesses like the Pot Still, but did say Scotland could be doing more.

"I just think whisky has been sewn into the background of Scotland and people now take it for granted. We lead the world in premium spirits and we should be making more of it. I think it's more a matter of bringing it to the conscience of tourists in the city and telling them, we're good and this and this is what we can offer you'."

Scott Taylor, Glasgow City Marketing Bureau chief executive, said they had made a "significant involvement in the whisky industry".

"Glasgow is the largest producer of whisky in the country. There has been a significant push in products and promoting whisky as an experience over the past few years."

A spokesman for The Scotch Whisky Association said Scotland's Homecoming celebrations next year would offer an opportunity "to attract visitors to Glasgow during May's Whisky Month'."

A Spirit of the West event has already been confirmed where all 16 distilleries from the west coast will join celebrity chef Nick Nairn, Scottish band Ceilidh Minogue and Food from Argyll. Some 6000 people are expected to visit six themed marquees.

Distilleries from across the country will open their doors to the public and the Spirit of Speyside Whisky Festival and Islay Malt & Music Festival will also be involved.