Cape Town 2010


Capetonians flocked to the largest & liveliest whisky festival in the world – the FNB Whisky Live Festival held in association with the Cape Times - in their droves, registering an increased growth in its attendance base of 21% on last year. Close on 8 000 people visited the CTICC from 3-5 November, an increase of 1 450 on 2009.

The Festival has become a favourite with whisky lovers in and around Cape Town and attracts whisky appreciation clubs as far as Port Elizabeth and Durban. Whisky Live Festival showcases more than 180 local and international whiskies, a host of new releases to the South African market, and a range of luxury lifestyle products. The Festival continues to highlight how important South Africa is as a whisky destination and a rapidly-growing market for the spirit worldwide.

“We are absolutely thrilled at the way the Cape Town market responded to the Whisky Live Festival”, says co-organiser Karen Chaloner. “Education & demystifying whisky are our major objectives.  We have been struck to see that the number of younger attendees and women has increased across the different cultures that make up our country and how this young market is maturing.  There is a new desire to not just enjoy and have fun but also at the same time learn more and more about whisky” says Chaloner.

Whisky has been gaining popularity and, even more so, becoming the trendy drink of up-and-coming 20 and 30-something year-old multi-racial professionals, yuppies, and the emerging middle-classes – all of whom have something in common – their aspiration for success.

The Festival was designed to take both the whisky connoisseur and the novice on an unforgettable journey through the allure, origins, flavours and history of whisky. The organisers of the event have succeeded in breaking away from the conventional exhibition style show to showcase a fresh take on the world of whisky.

This innovative and fresh approach has resulted in a dynamic and premium interactive experience allowing consumers to  walk away enriched and inspired by the interaction with the whisky brands and a desire to learn more.

Next Years show will be held in Cape Town 2nd - 4th November 2011.

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