Artisan Spirit: Summer 2014

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Page 46

PHOTO BY ANDREA HUTCHINSON

Whisky Live New York ORGANIZER ATTENDEES: About 1800 attendees. EXHIBITORS: About 65 different brands showcasing over 300 different expressions. WHAT WERE THE BEST RECEIVED CLASSES, WORKSHOPS, OR PANELS? The Diageo master class

I really don’t know. It all went so well this year. For myself and the event, it was to host a whisky tasting with 300+ expressions, more than 65 different brands, a bourbon infused buffet, live entertainment and not one complaint for the evening. This is one of the most controlled and professional events of the year. Seeing 1500 attendees and a couple hundred exhausted staff all leave with satisfaction and smiles on their face.

conducting a blind cross section of malts led by Dr. Nick Morgan from Scotland and the Ardbeg VIP master class by global brand ambassador David Blackmore were both full to capacity. WHAT CAN BE IMPROVED ON? There are always more whiskeys to invite…both US craft as well as the WHAT WAS THE PRIMARY GOAL GOING INTO THIS major brands from abroad…we have had more YEAR’S EVENT? We are always looking to expand and more interaction between the brands and the volume of whiskies, as well as the overall the consumers, and we are striving to continue to experience for the attendees; every year should grow and promote it. Moonshine University had a be better than the last. From the commercial display and interactive exhibit that was fantastic perspective, we are always striving to increase this year, and we look forward to continue working the attendance by distributors and retailers (on with them to develop a hands on interaction premise and off-premise) to provide a successful event for the brands on a commercial level as well. that I feel will help bring the Whisky Live tasting experience to the next level. WHO IS THE TARGET MARKET FOR THIS EVENT? We strive to have a strong attendance by the serious whisky WHAT CAN WE EXPECT TO SEE IN 2015? More and enthusiasts…but also to promote marketing better…We are already planning for next year. Not programs to bring in the new and novice whisky only in an ever increasing array of classic and “go drinkers. What better place for them to learn to” whiskies, but also more craft (both US and and go to that next level. To that end, we always from abroad), exotic and more obscure brands, promote the concept of “A complete night out”. as well as special and limited editions from the major producers to complement their already WHO GETS THE MOST VALUE FROM ATTENDING? There great displays. really is a lot for everyone. The experienced whisky enthusiast can easily spend the evening and taste spirits and speak to brand ambassadors that they EXHIBITOR: ALLISON PATEL – have never experienced or met, and the novice will BRENNE WHISKEY most certainly find many new expressions they like, HOW WAS YOUR EXPERIENCE AT WHISKY LIVE? Whisky as well as discover what they don’t. The retailers Live was an exciting night to re-connect with old and bartenders will definitely be more educated at friends and meet new enthusiasts to introduce to the end of the evening. Brenne Whisky.

SHOW LIKE THIS? I’ve attended Whisky Live NY as both a whisky enthusiast and a supplier with my own Single Malt, Brenne, and have found Whisky Live to be valuable for those on both sides of the table. WHAT ASPECT OF THE EVENT DID YOU ENJOY THE MOST? The tasting of special releases brought

out during VIP hour and face-to-face interactions with my whisky friends. WHAT WOULD YOU LIKE TO SEE DONE DIFFERENTLY NEXT YEAR? Hard to say but a retail component (if

the laws were to allow) would be fantastic. ARE YOU GOING AGAIN IN 2015? Absolutely.

ATTENDEE: ADAM LEVY – ALCOHOL PROFESSOR HOW WAS YOUR EXPERIENCE AT WHISKY LIVE? A great opportunity to taste American, Canadian, Irish, Scotch and other new international whiskies.

HOW MANY CONVENTIONS/TASTING EVENTS HAVE YOU ATTENDED THIS YEAR? I would expect between consumer and trade...16-20 whisky related and over 80+ for all liquor WHERE THERE ANY CLASSES OR PANELS THAT REALLY STOOD OUT FOR YOU? I did not attend any classes. WHAT WAS THE MOST IMPORTANT THING YOU GOT OUT OF THE EVENT? Opportunity to try some of the new

releases and learn what is coming out by end of year. WHO DO YOU THINK GETS THE MOST VALUE OUT OF A SHOW LIKE THIS? The most value goes to the newbie

who has the opportunity to try many different whiskies to see what brand or even style they like.

ANY SUGGESTIONS FOR THE EVENT NEXT YEAR? A stronger push for more international whiskies and WHAT WAS THE BIGGEST SUCCESS OF THE EVENT? WHO DO YOU THINK GETS THE MOST VALUE OUT OF A American Craft.

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