Whisky Live, the world’s premier whisky tasting show, is coming to Bangkok in December 2019. Showcasing rare whiskies from around the world and featuring tastings, workshops and seminars, the event is expected to attract both industry and the public.
First launched in 2000 by Paragraph Publishing, the owners of Whisky Magazine, the first Whisky Live events were held in London and Tokyo. The show has since expanded rapidly as the interest in whisky has grown around the globe and today Whisky Live is present in cities from Moscow to Cape Town, New York to Tel Aviv.
Catering to both novices and enthusiasts alike, Whisky Live Thailand 2019 will feature masterclasses, demonstrations and talks, and is expected to attract master distillers and brand ambassadors from around the world. Visitors will be able to receive expert advice or learn about the basics of whisky depending on their level of whisky knowledge.
Few other spirits have experienced such a strong growth as whisky in recent years. According to data from HMRC, the UK’s revenue and customs department, the value of Scotch whisky exports climbed by 10.8 percent to almost £2 billion in the first half of 2018. The data also showed a year-on-year increase of 5.6 percent in the volume of exports, to 558 million bottles. Single malts saw the largest increase, with exports up 14.4 percent on the same period last year, to £550 million.
Especially Asian markets have contributed to the growth, with sales of Scotch whisky to China increasing 34.8 percent to £36.3 million, while exports to India grew by 44.4 percent to £36 million, the data shows. According to Nikkei Asian Review, the region is seen as key to growth with many well established Scottish distilleries taking up Asian partnerships. Edrington, the international spirits company that owns The Macallan, The Glenrothes and Highland Park, was the first Scotch producer to set up office in China when it opened a brand representation office in Shanghai in 2003.
Asian investors are also becoming increasingly visible on the world’s premier whisky auctions. In August 2018, two Asian investors picked up two of the world’s rarest whiskies – a 50 Year Old Yamazaki single malt (one of only 50 bottles in existence) for US$343,000 at Bonhams in Hong Kong, and a 70 Year Old Private Collection Glenlivet 1943 by Gordon & MacPhail for US$56,575 at the McTear’s auction in Glasgow.
Whisky appreciation in the general public in Asia is growing too, with accessible whisky bars popping up in places like Bangkok and Singapore. Bangkok’s whisky scene now includes a number of dedicated bars and lounges, including The Balcony Lounge & Humidor at The InterContinental, The Macallan Lounge formerly known as The Balvenie Lounge at Cohiba Atmosphere, La Casa del Habano at Mandarin Oriental, The ChindAsia Club, Black Amber Social Club, The Blind Pig at Hotel Muse, and Whisgars, a popular bar with branches in Sukhumvit, Ploenchit and Silom.
The Sponsorship Experts, Paul Poole (South East Asia) Co., Ltd.
will be managing sponsorship and partnership marketing for Whisky Live Thailand 2019. We have a number of commercial sponsorship and partnership opportunities available for brands and businesses wanting to integrate with this high profile lifestyle event as well as many other opportunities to create bespoke events for your brand or business.
Paul Poole (South East Asia) Co., Ltd. is an independent marketing consultancy based in Bangkok, Thailand specialising in commercial sponsorship and partnership marketing, working with both rights holders and brands - acting as a catalyst by bringing them together and maximising the relationship.
We have packaged, sold and managed sponsorship and partnership opportunities for a wide range of rights holders and worked with many of the world’s leading brands to source and engage the right sponsorships and partnerships for them to maximise.
