Whisky festivals – the show must go on

Whisky festivals, shows, expos, even fairs. Call ‘em what you will, they’re everywhere. If you’re lucky enough to live in a city or country where there’s a big enough whisky scene, you’re probably also lucky to have a choice of whisky shows that you can attend. Over time, some of these have started to take on an international reputation.   They’re no longer just a whisky show, they become a whisky destination. People – that, is punters and consumers – will grab their passports and jump on a plane just to take part in the fun.

Some of the individual Whisky Live events around the globe have achieved this status. Other shows become their own highly successful brands that are “one day, I’ll get there” events for plenty of drinkers. Examples include the Victoria Whisky Festival in British Columbia, Canada; the Limburg Whisky Festival in Germany; both Maltstock and the WhiskyBase Gathering in the Netherlands; and in the southern hemisphere, there’s Dramfest in Christchurch, New Zealand.

Some whisky shows are birthed out of the passion and enthusiasm of whisky interest groups; others have more commercial motives and may be attached to or work in conjunction with a retail outlet.   Of course, for the purposes of this little piece, we’ll ignore the distillery-led pinnacles of Feis Ile or the Speyside Whisky Festival.

What is the benchmark for “success” for a whisky show? What makes a show “good”? Why are some perceived to be better than others? The list of KPI’s and measurables is many and varied…

  • The price to attend
  • The venue
  • The number of whiskies on offer to try
  • The brands represented and exhibiting
  • The industry luminaries and whisky “celebrities” that attend to present masterclasses and sessions
  • The food / catering
  • The peripheral events and activities that might supplement or surround the main event
  • The duration of the events or its tasting sessions

Different individuals will assign different values and levels of importance to each of the above. What makes one show good for Person A might make it a less desirable show for Person B. This writer’s observation is certainly that some shows set about the business better than others. For example, several Australian cities are blessed to have a number of different whisky shows on offer during the calendar year, and Australian readers will possibly already have decided why they prefer one of Whisky Fair, Whisky Show, Whisky Live, Whisky Freedom, etc.

An ongoing challenge for any whisky show is how to control the inevitable “over-indulgence” that occurs with some attendees. Security is now tight at many shows, and exhibitors are better trained at looking for the signs and refusing service when necessary. Many shows attempt to limit consumption with tokens or vouchers for a prescribed number of drams (e.g. you might only get 10 vouchers to redeem against 10 whiskies during your session) but such models are increasingly in the minority these days.

The crowd at the whisky show 2015

Whisky shows also adapt and evolve over time. In most cases, they’re ironing out wrinkles or tweaking and improving things to provide better value or more attractive and appealing features. One aspect that’s certainly gaining momentum is the increasing presence of other spirits at whisky shows. Rum, in particular, is a rapidly rising presence at many shows, while gin and brandy are also starting to make regular appearances. Some enjoy this diversity; others feel that attending a whisky show and finding a large contingent of stands serving non-whisky products is not what they signed up for.

A growing problem for some of the event organisers is finding space to work in. They’re not just competing for space on the calendar or for the “punter’s dollar”, but – most critically of all – they’re competing for the exhibitors. The reality is that, for many brands and distributors, there’s only so much time, staff, and stock you can devote to this form of marketing and promotion.   It costs money to take out a stand at a show; it costs money (in one form or another) to pay your rep to man that stand for two or three days; and it costs money to pour out bottles of precious stock to punters who aren’t always wearing their most appreciative hat. Accordingly, brands are becoming increasingly choosy over which shows they’ll be present at, and which ones they’ll give a miss.

For the brands and exhibitors, it simply becomes a value proposition: How much will it cost me to be there, and how much might my brand make back in positive exposure or sales? (If retail sales are part of the equation at the event). Is it a fun and pleasant show to be a part of, or is it a chore? Some exhibitors ask themselves, “Can I afford to be there?” whilst others are obliged to ask, “Can I afford not to be there?” As an exhibitor myself who’s directly represented a specific brand I work for at many different whisky shows, and who’s also represented other brands as a “gun for hire”, I can advise that it’s not always fun and pleasant on the other side of the serving table. (For more on that theme, you can read this article Whisky fairs – from the other side of the table).

As a result of some of the above, we’re seeing some shows attract and maintain a lot of support and engagement from industry (i.e. the brands and exhibitors), whilst other shows struggle.   One particular “success story” is the biennial Dramfest in New Zealand which has a remarkable and enviable record of attracting brands and luminaries to its stalls. Considering it’s perhaps the longest possible distance from Scotland for any whisky show, the calibre of the “talent” that flies out for it is testament that they’re doing something right. And looking after their exhibitors is nine-tenths of that equation.

Of course, new models are now emerging, particularly out of Asia. A rising trend is the “charge per dram” shows, where there’s a modest entry fee, but you then pay a dram price for each individual whisky you try. Not surprisingly, such models lend themselves to older, rarer whiskies, and attract a more “cashed-up” crowd. Whisky Exchange’s “Old & Rare” is one example, others include WhiskyNow Hong Kong, Whisky Fair Takao (in Taiwan), and Chichibu Whisky Matsuri.

If you’ve not been to a whisky show previously and you’re planning on attending one shortly, you would do well to read this survival guide first: Heading off to a whisky show? Read this first!

And if you’re an “old hand” at such events, you may even have started to feel they’re getting passè.  For the sake and health of the industry – at all levels from production to retail – can I encourage you to keep lending your support.  As this article goes to print, whisky shows and tastings all around the globe are being cancelled in the context of the COVID-19 virus pandemic.   Whisky festivals will obviously be “on hold” for the next while.  If and when they come back on stream, let’s get behind them.

Cheers,
AD

Got any comments to add?  What makes a whisky festival good for you?  What do you look for, and what do you aim most to get out of them?  Scroll down below to add your thoughts….

Australian whisky – It’s got an image problem

What does Australian whisky taste like? One of the biggest problems for the Australian whisky industry – actually, it’s not a problem, it’s simply a mistake – is that a lot of people try to pigeonhole Australian whisky with a crude, base descriptor. To be fair, other whisky categories have the same problem: According to “the rules”, Scotch whisky is peaty; Irish whiskey is light; American whiskey is sweet; Japanese whisky is expensive, etc, etc. You get the idea.

Of course, such generalisations and stereotypes can often be wide of the mark, but the reality is that both consumers and marketers rely on such pigeonholes, and once these things stick, they become incredibly hard to shift.

So how do you describe Australian whisky? What does Australian whisky taste like? What’s a one-size-fits-all, catch-all statement that’s vaguely applicable? I’ll answer that in just a moment, but first some preceding comments to soften the blow…

Continue reading “Australian whisky – It’s got an image problem”

Facebook whisky groups – the good, the bad, and the petty

From the earliest days of the internet, whisky “interest groups” formed and started having dialogues.  In the old days of bulletin boards, chat rooms and lists, whisky groups were established, gathering even more weight, size and momentum once forums facilitated better user experiences and capabilities. In fact, whisky forums became their own little worlds, far outgrowing the little communities they started out as.

Continue reading “Facebook whisky groups – the good, the bad, and the petty”

19 rules for how to survive and get along in an online whisky group

You’ve probably been part of an online whisky forum or a Facebook whisky group when the conversation suddenly turned south and things got ugly.  Whisky people are generally all a great and friendly bunch but, occasionally, it doesn’t take much to trigger some keyboard warriors and to bring out their dark side.  Accordingly, here’s a list of rules, tips, and pointers on how to get along and play nicely in an online whisky group…

Continue reading “19 rules for how to survive and get along in an online whisky group”

The whisky lover’s travel guide to Whistler

Like whisky?  Like skiing or snowboarding?  Travelling to Whistler anytime soon?   Here’s your helpful and comprehensive Whistler travel guide for combining whisky and Whistler, as well as a whisky guide book for skiers transiting through Vancouver…

(If you’re an Australian reader, there’s a slightly different version of this article written specifically for Aussie skiers which you can read here.  If you’re from anywhere else in the world, read on…)

Whilst planning your skiing holiday to Canada, any whisky lover who heads overseas always has the same questions: Where are the best whisky bars? Is there a distillery I can visit?  What are the best local whiskies?

So, with all that to set the scene, this article is specifically aimed at that small niche of people who (i) love skiing; (ii) love whisky, and (iii) are heading to Whistler!

Continue reading “The whisky lover’s travel guide to Whistler”

The whisky lover’s skiing guide to Whistler (Aussie version)

Like whisky?  Like skiing or snowboarding?  Travelling to Whistler anytime soon?   Here’s your helpful and comprehensive Whistler travel guide for combining whisky and Whistler, as well as a whisky guide book for skiers heading through Vancouver…

(This version of the article is adapted specifically for Australian readers.  If you’re from elsewhere around the planet, read the international version here).

If you’re a keen Australian skier or snowboarder, it won’t be too long until the constraints and limitations of the Australian snow fields catch up with you and the lure of the overseas skiing resorts beckons. Some head to New Zealand; an increasing number are heading to Japan, but it seems the vast majority of Aussie skiers head to Whistler, Canada.  Indeed, so many Aussies work the ski resort over the winter, the place is affectionately known as Whistralia.

At the same time, any whisky lover who heads overseas always has the same questions: Where are the best whisky bars? Is there a distillery I can visit? What are the best local whiskies?

So, with all that to set the scene, this article is specifically aimed at that small niche of people who (i) love skiing; (ii) love whisky, and (iii) are heading to Whistler!

Continue reading “The whisky lover’s skiing guide to Whistler (Aussie version)”

Some flak for whisky flipping

Whisky flipping.  It’s the ultimate physical response to that vexatious question, “How much is this whisky worth?”  Nevertheless, the answer to the question is pretty simple: A whisky is worth whatever someone is prepared to pay for it.

One of the most contentious and ire-inducing phenomena to appear in whisky circles in the last 15 years has been the rise of the whisky flipper.   Not familiar with the term? It’s applied to someone who obtains a whisky at retail price (typically when the product is first launched or made available) and then, within a short timeframe, re-sells it on the secondary market at a significantly higher price. More often than not, the re-selling occurs once the original retailer’s or supplier’s stock is sold out, thus cashing in on a product that is no longer available through the original channels.

Continue reading “Some flak for whisky flipping”

Glenfarclas 105 versus Aberlour a’Bunadh

Glenfarclas 105 versus Aberlour a’Bunadh. Do you have a favourite? Have you already decided on a winner? Did you actually taste the two back-to-back to arrive at your conclusion? Does any comparison of the two simply come down to brand loyalty, or is there something objective we can measure?

If there’s a rivalry amongst the whisky producers, it would best be described as “friendly”. While the likes of William Grant & Sons and Pernod Ricard duke it out for the biggest selling single malt in the world (i.e. Glenfiddich and Glenlivet respectively), both companies know that, firstly, sales need to be considered across their full portfolios, and that their blends (e.g. Grants, Chivas, and Ballantines) are where the real volume is. Secondly, that what’s good for the category is good for everyone in the category. In other words, as long as the rising tide is floating all boats, then things are pretty rosy.

If there are rivalries amongst the brands, they’re being driven by consumers and punters, and they have their origins in the chatter on social media and in whisky forums. And so, in the Speyside stakes, we have Glenfiddich 12 versus Glenlivet 12. Over on Islay, we have Lagavulin versus Laphroaig. And for those who love their cask-strength sherry monsters, we have Glenfarclas 105 versus Aberlour a’Bunadh.

Both whiskies are cask-strength; both are natural colour; both are heavily sherried; and – in Australia, at least – both carry the same price tag of $140. (Equates to US$96 / 87 Euros / £75).  That’s what they have in common, so let’s look in detail at how and where they differ….

Continue reading “Glenfarclas 105 versus Aberlour a’Bunadh”

Islay – Its distilleries and its whiskies

[Updated 2024] With Islay’s smoky, pungent, peaty whiskies gaining increasing popularity and traction around the globe, and with whisky tourism to Islay growing, now is a great time to come to terms with the island and its whiskies. Here’s a unique and new way of presenting Islay’s critical information….

Continue reading “Islay – Its distilleries and its whiskies”

Too much information?

Is there too much whisky information flying around these days?  Are we becoming overwhelmed – or distracted – by excessive information about each release that ultimately obscures our appreciation and enjoyment of the whisky?  Has whisky trivia become too trivial?

Earlier this week, I was re-writing the Whisky & Wisdom “Whisky Quiz” which I refresh and update semi-regularly.  Designed and intended as a fun way for whisky drinkers to test their knowledge, the questions certainly separate the novices from the hardcore enthusiasts.  (If you’d like to try Whisky & Wisdom’s latest Whisky Quiz and put your whisky knowledge to the test, you can try our quiz here).  My rule is that the questions have to come off the top of my head – that is, I rely on my own knowledge, and I don’t research or go looking for impossible questions.  I figure that if I know the answers, then other people must know them, too.  However, whilst conceiving the questions and answers this time around, it became very apparent to me just how much information is out there and available to today’s whisky drinker.   And I pondered:  Is there too much information? 

Continue reading “Too much information?”