Whisky Live - Shanghai

(08/05/09 - 09/05/09)

The rise of China as one of the fastest growing whisky consuming nations has taken the world of whisk(e)y by storm. China has experienced remarkable whisky sales growth from $2.2 million in 2001 to $1.1Billion in 2006. Although this trend is set to continue, whisky and its universe are still poorly understood by the general public within China.

How many brands can a beginner / aspirant / enthusiast actually name? Do they know the difference between whisk(e)y from Scotland, Japan, Canada, America or Ireland? Do they know the source of the peat that gives certain single malts their distinctive flavour?

In the face of recent inroads made by other premium spirits such as Vodka, Cognac, Rum and Tequila, high-quality whisky brands need to be communicating regularly and persuasively in order to avoid becoming marginalised in the quality spirits market. As a multi faceted product, what is the right way to enjoy whisky? Are people aware that whiskies can work well with food, or can be mixed as cocktails without losing their intrinsic character?

In May 2009 the WhiskyLIVE Road Show will be arriving in the vibrant city of Shanghai to showcase the finest whiskies of the world to consumers and global trade representatives. The theme for WhiskyLIVE Shanghai is based around education and enjoyment of the total whisky experience presented in a friendly and informal environment.

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