Johannesburg 2010

FNB Whisky Live Festival 2010 sees record attendance

Year eight of the FNB Whisky Live Festival, which took place from 3 – 5 November 2010 in Cape Town and 10 – 12 November in Johannesburg, has cemented the festival’s reputation of being the largest, liveliest and most entertaining whisky event of its kind in the world.

The response we have had from visitors and exhibitors is that this year’s event was our best show ever,” says Sian Neubert, co-organiser of the FNB Whisky Live Festival. “The exhibitors really raised the bar with their stands and what they had on offer for visitors, which created a great premium experience.  “The various brands on show desire to engage directly with their consumer on a more personal, intimate level and this saw an increase in unique tasting rooms - adding a new, innovative and exciting dimension to the festival this year.  We also introduced a number of new zones including the Pick n Pay Food and Whisky Pairing Zone and the Glen Grant Distillation Zone, all of which made for a highly educational and interactive show allowing consumers to walk away enriched and inspired by the interaction with the whisky brands and a desire to learn more,” she says

The festival was designed to take both whisky connoisseurs and novices on an unforgettable journey through the allure, origins, flavours and history of whisky. And the organisers of the event believe that they have succeeded in breaking away from the conventional exhibition style show to showcase a fresh take on the world of whisky.

“Although this show has never been a numbers game and more about the quality of the experience, we are thrilled to report a substantial increase in visitor numbers overall, which speaks volumes about the growing popularity that whisky is enjoying in South Africa,” adds festival co-organiser, Karen Chaloner.

“In our ongoing efforts to demystify whisky, and make it more accessible to a wider audience, it’s encouraging to see that the number of younger attendees and women has markedly increased across the different cultures that make up our country. Over 18,000 visitors came to further discover the mystery surrounding whisky”, Chaloner says.

““The feedback from all our clients and the general public has been very encouraging and we are looking forward to next year’s festival, where everyone can learn a bit more about their favourite tipple.”

Dave Broom, international whisky writer and global ambassador of Whisky Live said: “The South African FNB Whisky Live Festival is the benchmark for whisky festivals globally.  This is truly the most innovative and exciting whisky festival in the world.  South Africa has made whisky exciting and youthful!”

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