Brand New Music completes buyout of Pure Festival, from joint partners Whisky Connosr.

The most vibrant event in the Whisky calendar returns in 2012, with the music and brand partnership company Brand New Music taking full control of the festival. Pierre and Jean- Luc Thiebaut, owners of Whisky Connosr, have sold their 50% stake in whisky and music festival, PURE, to BNM effective from June 1st 2012.

The two parties co-founded PURE Festival in 2011 and following a successful event in London last September, Brand New Music are taking a 100% controlling stake in the company, following the completion of a buyout for an undisclosed fee. Whisky Connosr are focussing their attention on their online business – the continuing development of their social network and the newly launched whisky search platform Whisky Marketplace.

“Pure is an exciting addition to the whisky calendar and in its first year was a huge success. It was a delight sharing whisky with hundreds of enthusiastic, whisky novices, against a backdrop of some of the finest independent music on offer. This is where whisky should be – a powerful and uplifting experience.” Dominic Roscrow, Whisky Tasting Club.

After the huge success of the inaugural event, which was nominated for Best New Festival at the 2011 Festival Awards and featured 30 different single malts and blends, plus 16 artists including: Tom McRae, Kassidy, The Smoke Fairies, James Yorkston, Electric Soft Parade and Steve Mason, PURE is expanding into three rooms at The Garage in Highbury and Islington, London. As well as the planned expansion, with an increased capacity of
1500 people, the festival is moving to the weekend of Nov 30th and Dec 1st, to incorporate both St Andrew’s Day and the Christmas market. The date change comes after consultation with both the music and whisky industries, both of which benefit incredibly from the gifting season.There will also be new opportunities for exhibitors to promote their brands at the 2012 event. All exhibitors will have the option to sell their product a this years’ festival, as well as there being sponsorship opportunities in both the music room and the 100 capacity, whisky / cocktail bar.

“A festival with James Yorkston and a selection of single malt whiskies. This looks amazing!” – The Guardian

Brand New Music have over 15 years experience in delivering Brand and Music concepts, both in the UK and the US as BNM’s M.D – Nick McEwen explains. “Our most recent work, includes the creation and delivery of award winning, global and UK based campaigns, with brands such as Coca-Cola, Budweiser and Philips. We are tremendously excited at the prospect of working even more closely with the Whisky industry and will be in touch with all potential exhibitors shortly, to discuss Pure and explain how we help brands find a new audience, through the power of music.

For more information on Pure Festival please contact: Nick McEwen nick@wearebrandnewmusic.co.uk