Shanghai Whisky Live 2011, September 2 & 3

The Luxury Interactive Experience
 
Mainland China’s biggest whisky festival returns to Shanghai on September 2 and 3.  Whisky Live & Fine Spirits Shanghai, now in its third year, promises to be fun and educational with an interactive twist in new, luxurious surroundings.

The festival has a name for interaction, giving everyone from complete novices to experts, the chance to learn more about the huge range of whiskies on offer and cut through baffling terminology. This year the event has a new, five star venue and there will be more single malt whiskies than ever before along with ultra deluxe blends such as Royal Salute & Ballantine’s

Show Director, Stephen Notman, said: “Mentorship lies at the very centre of slowly introducing and sustaining a foreign drinks culture in China. With more single malts being showcased at the event than ever before, it is important we empower consumers with the right tools to continue their journey into the world of whisky.”

The Education Zone returns where you can discover what whisky is and how to taste it. You also have the unique opportunity to create your very own blended whisky in the Blending Zone.

New to this year’s festival is the Whisky Live Passport. Find out which single malt region of Scotland the dram you are trying is from, and receive a stamp in your passport- the ideal souvenir.   
Also at this year’s show, the winners of the Shanghai Icons of Whisky Awards 2011 will be announced. Judged by industry professionals, the awards are for those driving awareness, educating consumers and increasing the profile of whisky. This year there’s an extra category- Best Newcomer.

And there’s live entertainment too guaranteeing a fun, educational day out.

Notes:

-Whisky Live is the world’s premier whisky tasting and sampling show, taking place everywhere from London to Tokyo, Paris to Glasgow.

-Whisky Live provides whisky enthusiasts of all levels the opportunity to taste the finest whiskies the category has to offer. With industry experts on hand using simple and easy to understand whisky terminology, this is the ideal way to start your journey into the world of whisky. 

-Whisky Live & Fine Spirits will be held at the Intercontinental Hotel Puxi, 500 Hengfeng Lu, near Tianmu Xi Lu, Zhabei District, Shanghai, on September 2 and 3. Tickets: Consumers 150RMB, VIPs 900RMB.

Follow Show Director Steve Notman on Twitter for the latest updates from the Far East: @Whiskyasia