Whisky Live Shanghai – Scotch Whisky News

Whisky Live

The World Expo’s Largest Celebration of Whisky

After the overwhelming success of the inaugural Whisky Live Shanghai in 2009, the world’s premier whisky event, returns to Shanghai on May 21 and 22.  Last year, 8,000 people discovered Whisky Live. And this year it’s bigger and better. Enjoy live music, take part in a master class introducing single malt whisky, blend your own whisky in our fun, interactive blending competition and watch the best mixologists in Shanghai go head- to-head to create the Whisky Live Shanghai cocktail of 2010.

Last year Whisky Live introduced Shanghai to the ‘World of Whisky’. This year’s theme is ‘The Art of Whisky’, revealing the arts surrounding creation, the art of tasting, the art of blending, the art of mixology (selecting whisky for cocktails), and the art of malting. Master classes on the art of pairing cigars and whisky and offering the opportunity to create your own Scottish Blended whisky will also be available in the VIP area. 

“There’s more to whisky than green tea,” said Show Director, Stephen Notman. “People are drinking more whisky in China than ever before. Consumer education remains imperative to prevent the whisky trend being washed out with the green tea. There are so many intrinsic characters and flavours found in whisky. There’s so much yet to be discovered

Last year 34 brands were showcased. This year there will be even more, including nine new brands from Scotland. Whisky Live will see no less than three brand launches, plus all the established favourites including Glenfiddich, Dewar’s, Macallan and tipples from countries including Japan, United States & Ireland. 

And Shanghai’s first Whisky Awards are also new to this year’s festival. Stephen Notman explained: “To support the growth of whisky in Shanghai, it is important to highlight and reward the people and venues that have been notable drivers behind raising awareness, educating and increasing whisky’s profile. The nominations for the awards come from the whisky industry and are judged by industry professionals.”

Gavin Hewitt, Chief Executive of The Scotch Whisky Association, formally launches the festival on May 21. He said: “Whisky Live Shanghai is a great opportunity for Chinese consumers to discover Scotch Whisky and to learn more about what makes it so special.  Made only in Scotland, Scotch Whisky is world famous for its variety of taste and flavours, its quality and authenticity, and its heritage.”

Whisky Live is an official event of the UK government’s World Expo 2010 programme.

Email: sjnotman@whiskylivechina.comNO web link provided. Or Images.-WI

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