The nose, the palate and the finish – these are the three most common terms in whisky tasting. It starts with a scent that entices you, then it inundates and overwhelms your tongue and senses and ultimately, it captivates you with its linger and complexity.
For all whisky and spirit enthusiasts, La Maison du Whisky is back again with it’s 7th edition of Whisky Live Singapore 2016 on the 12th and 13th November 2016 at the esteemed Capella Hotel Singapore. It is Southeast Asia’s most anticipated and biggest Whisky and Spirits show.
The show will showcase close to 300 expressions and over 60 whisky and spirit brands including three main whisky brands making its debut this year – Macallan, Balblair and Old Pulteney. On top of that, there will be masterclasses, a pop-up cocktail bar, a pop-up store and The Collector Room to relish in rare and highly sought-after bottles from across the world.
In commemoration with its 10th anniversary in Singapore, La Maison du Whisky will bottle the last two barrels of Karuizawa –Karuizawa 1965 Bourbon Cask and Karuizawa 1965 Sherry Cask which will be opened for the first time at the show!
We here at Vanilla Luxury had an amazing opportunity to chat with Mathieu Musnier, General Manager of La Maison Du Whisky on what to look forward to this year’s Whisky Live show and the whisky scene in Singapore.
Vanilla Luxury: How has the whisky appreciation scene grown over the years in Singapore / Southeast Asia?
Mathieu Musier: There definitely has been a noticeable rise in the Asian market for the demand of the spirit, and this increasing affluence in Asia creates a demand for high-end whisky for collection, personal enjoyment or even as an investment. In fact, a growing number of distilleries have also been eyeing the growth of the middle class in Asia.
Vanilla Luxury: What can guests anticipate or expect from this year’s Whisky Live event?
Mathieu Musnier: Whisky Live is about discovering the big stars of tomorrow and seeing established distilleries from a new perspective. I believe we have achieved this goal with the line-up of distilleries this year. We have a significant increase in exhibitors, especially big and iconic distilleries such as Macallan, Kilchoman and Littlemill who are joining us this year for the first time. Guests can also look forward to last year’s favorites again, such as Teeling and Nikka.
Vanilla Luxury: How do you ensure that this event stays interesting and exciting for the increasing number of guests attending the event each year?
Mathieu Musnier: Ultimately, we want our guests to enjoy themselves with the best experience at Southeast Asia’s largest whisky and spirits show, thus, it is definitely important to grow, improve and offer new attractions each year. This year, we are proud to introduce our guests to the 4 different zones at the venue for a holistic experience: The main Whisky plateau, the Tasting room (for Rum and Brandy), the Patio (for live experiences and food) and the Erasmus Bond Cocktail zone.
For the first time, we welcome prolific Whisky writer Dave Broom to Whisky Live who will be conducting several masterclasses as well as book signing sessions. We are also excited to present a new bar experience for attendees with the recreation of the extremely talented bar Trench from Tokyo, helmed by Master Mixologist Rogerio Igarashi Vaz.
On the cocktail front, crowd-favorite Monkey 47 has prepared a very intense weekend with some of the island’s best bartenders. Guests will definitely be spoilt for choice with the return of our most popular Whisky Live Pop-up bar where 10 of Singapore’s best bars take turns to make the best cocktail for Whisky Live.
Vanilla Luxury: Is there an increasing number of female attendees at Whisky Live each year? If yes, could you offer an indication of statistics and consumer insights on this group?
Mathieu Musnier: We have always had a large female attendance due to the casual and educational approach that Whisky Live offers when it comes to experiencing and appreciating whisky. Additionally, with the younger generation, whisky is no longer a typical ‘masculine’ indulgence. In some events, we have actually more women coming to us.
From last year’s event, we have seen a double-digit growth in terms of the number of female attendees, and they account for more than 35% of the entire attendance. We expect this year to garner the same turnout, if not, more female attendees!
Keeping that in mind, this year, we have reserved a special room for our female guests with VIP tickets called the Ladies’ Room. This room will feature a special set of complimentary beauty services provided by Vaniday to help them refresh before continuing their tasting journey.
Vanilla Luxury: Asian whiskies have been rapidly gaining popularity in recent years, bagging awards at an international scale. What do you think this signifies in terms of market trends?
Mathieu Musnier: In recent years, many talented distillers realised that they could make great whiskies like how the distilleries from Japan have done as long as they can acquire a good supply of raw materials and a source of clean water in an adequate climate.
There are whiskies from more than 20 countries currently available in Singapore with an increasing number of enthusiasts willing to discover products from these markets. The excitement of exploration stems from knowing that the next golden nugget might come from the most unexpected location. Whisky Live is no exception as we welcome great whiskies from traditional whisky markets (such as Scotland and Ireland) as well as new ones (such as Taiwan and India).
Vanilla Luxury: Do you foresee more Asian-made whiskies at Whisky Live in the near future?
Mathieu Musnier: In the immediate future, I know that existing Asian distilleries will come to Whisky Live in bigger statures. The current demand for these products is often higher than their production capacity and most importantly, consumers really like their whiskies! As for having more distilleries joining the event, only time will tell where the next great whiskies are going to come from.
We are definitely ready to be surrounded by the aromas of whiskys and the twinkle of those bottles; you should be too! We are giving you and your friend a chance to win 1-day passes to Whisky Live Singapore 2016. Simply follow the instructions below! Winners will be contacted on the 21st of October, 2016!
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