Summary:
Whisky LIVE is the global premier whisky tasting and sampling event of the year, taking place from London to Tokyo, Paris to New York.
 

WhiskyLIVE provides both trade and consumer alike with a unique opportunity to sample the greatest whiskies in the world, whilst mingling with the producers and distillers, and knowledgable brand ambassadors in a friendly and informal environment. In addition to the opportunity for members of the trade and consumers to learn or enhance their knowledge of whisky, live entertainment along with gourmet combinations combine to create a fun festive atmosphere in celebration of whisky.

Whisky Live Shanghai Objectives:
1) Promote the whole Scotch Whisky Category

2) Provide business development opportuinities for distillers looking to enter the Greater China market

3) Provide an educational platform for consumers to enhance their knowledge of Whisky

Introduction:

Overwhelming support both from members of the trade and the general public contributed to the success of the inaugural Whisky LIVE Shanghai in 2009. 21 & 22 May 2010 the world’s premier whisky festival arrives back into the city. Last year, some 8,000 people attended Whisky LIVE Shanghai which was themed around the ‘Introduction to the World of Whisky.’ Mixology demonstrations, live entertainment, VIP tutorials and introductory master classes all added to the enjoyable, light-hearted festive atmosphere.

With significant steps taken by the category at the 2009 festival, further education of both distribution channels and consumers remain essential for the industry’s collective success within this growing and progressive market. The 2010 festival will continue to hold this as its core mission whilst simultaneously exploring the art of tasting, blending, malting, and mixing whisk(e)y in cocktails.