Insert colorful logo here…not supplied

Taiwan stages the biggest two day whisky festival in the world

The city of Taipei has just staged the best attended whisky festival in the world, confirming that Scotch whisky is by far the most popular premium spirit sold in Taiwan.

Whisky Live & Fine Spirits Taipei, held on August 28 and 29, at Taipei World Trade Centre, saw 12,400 people, passionate to learn more about the water of life, came through the door. Sixty Scotch whisky brands were showcased offering consumers a range of over 300 styles of whisky to taste. The festival included its trademark whisky tastings, master classes and live entertainment.

Asked why the East Asian island would have such an affinity with whisky, importing £85.1 million worth of Scotch last year, Stephen Notman, show director, said: “I think it’s about whisky’s perceived status as a luxury product and people’s desire to discover the fascinating world of single malts.

“The Taiwan Single Malt market emerged approximately 10 years ago when it was comparatively unknown. Brands like Macallan set this market up and from there it’s gone from strength to strength” said Notman.

“The taste profile of Malt has certainly caught the imagination of the Taiwanese people. It was fantastic to see so many young Malt drinkers at the festival, and also women, something you would rarely see in established Western markets. The genuine passion, enthusiasm and appreciation reverberated around the festival,” Notman added.

It is only the second year the event has been held in Taipei. Taiwan is the 10th largest export market for Scotch whisky by value, worth about £102 million in 2009.

Exhibitors heaped praise on the event.

David Pattison, Marketing Director for Asia from Morrison Bowmore, said: “This is arguably the most exciting and dynamic market in the world with a festival of stature to match. It was great to see whisky being seen as fun and enjoyable by so many young people.”

Dr Bill Lumsden, Master Distiller of Glenmorangie, said: “The show has been outrageously successful- we went like a train.”

Ronnie Cox: Global Brand Ambassador for Berry Brothers & Rudd added “The Taipei event was undoubtedly the greatest international Whisky Live and indeed whisky event that I have ever experienced. It overflowed with boundless energy, innovative dynamism and the attendees with joyful exuberance. That it should have had a world record record number of attendees, surprised me not in the least ~a  real credit to the magnetism of Scotch

Notes:

-Taiwan’s rapid growth during the latter half of the 20th century, has been called the Taiwan Miracle. As Taiwan developed alongside Singapore, South Korea, and Hong Kong, they are collectively known as the Four Asian Tigers. It is categorized as an advanced economy by the International Monetary Fund.

-Whisky Live is the world’s premier whisky tasting and sampling show, taking place in 15 countries worldwide, from London to Tokyo, Shanghai to New York. In 2010 it celebrates its 10th anniversary.
-Kuala Lumpur Whisky & Fine Spirits will be held on October 30 at the Hilton Kuala Lumpur.

Insert website address here…not supplied