Whisky Live is peeking around the corner, and we always make it a point to attend. For many years, it’s been the biggest whisky event in Singapore, and that doesn’t seem likely to change anytime soon.
While we’ve been regular attendees for many years, we haven’t heard directly from the organisers themselves. This year, however, we had time for 5 questions with Mathieu Musnier, the General Manager at La Maison du Whisky. These are interesting times indeed…
With Whisky Live entering its 9th Edition, have you seen any change over the years in terms of your approach to running it? How has it evolved?
Matthieu: Whisky Live has become the annual rendezvous point for all whisky lovers. Significantly it has evolved from a private gathering into a landmark in the event calendar. I believe this is due to a renewed offering. Our focus is to ensure that every year both the scenery and the line-up of whiskies are as fresh and exciting as possible.
This year again we are moving to a beautiful venue, the new Andaz hotel, we are changing to a night format and have an impressive line-up of new and exciting whiskies to try.
With Whisky Live becoming quite regional – in both the countries it now goes to, and the presence of regional spirit producers- what do you think is the differentiating point of the Singapore event?
Matthieu: Whisky Live is a global event run in more than 20 countries, but I believe 2 elements truly sets the Singapore edition apart.
First is the quality of the venue. We put a lot of effort into finding the perfect location. We are very happy with this year’s location that really is in line with previous editions that we had a Capella or the Raffles hotel.
The second key differencing point is the VIP room where us, i.e La Maison du Whisky, release and open a huge array of new exclusive bottlings. This experience has become a must-attend for whisky lovers as it is a unique chance to experience very limited bottlings.
This year, attendees can for example look forward to a 19 year old first sill Sherry Aberlour bottled exclusively for LMDW, a 21 year Ben Nevis sherry bottled at cask strength or a 22 year old Clynelish bottled by The Nectar. All very rare and exclusive whiskies that display very unique flavour profiles.
In recent Whisky Lives, there is a very notable presence of spirits such as rum, gin and even brandy. What motivated this shift?
Matthieu: In terms of exhibitors, Whisky remains the absolute king with more than 70% of the brands showcased.
This year, attendees can for example look forward to a 19 year
old first sill Sherry Aberlour bottled exclusively for LMDW, a 21 year Ben Nevis sherry bottled at cask strength or a 22 year old Clynelish bottled by The Nectar…
Nonetheless, we also want to share what is happening in the other categories and give share of voice to the makers and shakers of the entire industry. The world of rum for example is going through a major industry shift currently with an entire category being born called the Pure Single Rums. These are rums distilled only in pot still in one single distillery, aged only in the location of production and have none of the additives very frequently found in rum. This event can be compared to the start of the whisky Single malts in the 60s and 70s.
The key people behind this, namely Luca Gargano and Richard Seale, are present at Whisky Live and it is a fantastic opportunity for spirits enthusiasts to witness first hand such drastic change.
How do you keep Whisky Lives fresh for the returning audience, as well as make it exciting for newcomers?
Matthieu: Whisky Live remains most and foremost a premium tasting show. As such the quality of the venue and the quality of spirits on display has to stay top notch and fresh every year. This year of Whisky Live Singapore adheres most definitely to that moto with a brand venue in a 5* hotel and an impressive array a new whiskies being released.
What do you see as the biggest draw in this year’s Whisky Live?
Matthieu: The sheer amount of new and exciting new products being introduced in Asia during the show is without a doubt the biggest reason why everyone should attend Whisky live.
For more information about Whisky Live, check out the website here.
