Whisky’s Getting Back to Basics
Whisky lovers or those curious about the honey-coloured tipple, make sure to get to the 2007 FNB Whisky Live Festival at Sandton on the 7 – 9 Nov, this year’s festival falls under the theme of “Back to Basics” and will provide anyone who’s interested in the history of whisky with everything they need to know:
As the build-up to the FNB Whisky Live Festival gains momentum, the organizers have decided to return to source and employ a very direct approach in marketing whisky, thus branding this year’s event with the title, Back to Basics. The FNB Whisky Live Festival will take place from 7 to 9 November at the Sandton Convention Centre in Johannesburg.
Stylish innovation and a focus on educating the consumer have been key factors in the success of the show and this year new angles to enhance the consumer experience and grow their whisky knowledge and passion will be featured. The Back to Basics Zone will be developed each year at the Festival and this year, the focus will be on the art of making Scotch whisky with an interactive journey where consumers can visually see the whole process from a typical floor malting process, smell the burning peat, understand the differences between rye/barley and even taste a new make whisky. Celebrated international whisky writer and consultant, Dave Broom will lead short presentations in this area throughout the festival.
Another stylish inclusion this year is the Lexus Connoisseur’s Experience – the Ultimate Guided Tour. This includes a point to point chauffeur drive to the whisky festival and then a guided tour of specialty whiskies, hand selected by master distillers/global ambassador exclusively for the tour generally not available to the public.
A global trend in whisky markets, is discovering the taste and flavour of whisky and pairing whisky with fine foods. The Salticrax Sensory Zone and will be demonstrating perfect whisky pairing with oysters/cheese/carpaccio/salmon and chocolates.
A private contemporary whisky lounge and cocktail bar has also been incorporated into the show, providing an ideal platform for private client entertaining or a meeting forum for like minded whisky friends.
South Africa is now the 5th largest Scotch whisky market by volume and the 8th by value and is now worth over R2.8 billion rand per annum with a 30% growth in the premium sector. This year, the FNB Whisky Live Festival will witness the largest contingent of international whisky representatives that South Africa has ever hosted.
The international line up of master distillers/global whisky ambassadors at this year’s event is testimony to the fact that the global players have recognized SA as a strong emerging premium market. Running in conjunction with the Tasting Hall, twenty interactive workshops, hosted by leading experts in the whisky field, will be held over the three days. Included in the line up are several new product launches, namely The Glenrothes, BenRiach, Bunnahabhain as well as two dedicated workshops on Japanese whiskies. Whether, you are a connoisseur or novice, the workshops are well worth attending as you gain a valuable insight into whisky and get to taste rare whiskies that are generally not available in the Tasting Hall. A combo package will entitle you to entry into the Tasting Hall as well as a workshop of your choice.
Local chauffeur drive service – Good Fellas – will be on hand to ensure that visitors enjoy the Festival and get home safely and responsibly.
