Whisky Live Singapore 2016 presented by La Maison du Whisky, is the 7th edition of South-East Asia’s premier whisky and spirits tasting event with its biggest show yet, showcasing close to 300 expressions and over 60 whisk(e)y and spirit brands for guests.
Earlier’s Interview with Mathieu Musnier, GM of La Maison du Whisky
- How has the whisky appreciation scene grown over the years in Singapore / Southeast Asia?
Whisky and spirits enthusiasts in Singapore have been very dedicated in the exploration and growth of whisky appreciation. The general understanding and knowledge about whisky and craft spirits are already advanced among these fans, and will without a doubt rival those from traditional markets very soon.
There 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. A growing number of distilleries have also been eyeing the growth of the middle class in Asia.
Additionally, we noticed that with the younger generation, whisky is no longer a typical ‘masculine’ indulgence. In some events, we have actually more women coming to us and they are very eager to learn.
Whisky Live Pop Up Cocktail Bar
- What can guests anticipate or expect from this year’s Whisky Live event?
We are very happy with the line-up of distilleries this year. There is a significant increase in exhibitors, especially big and iconic distilleries such as Macallan, Kilchoman and Littlemill who has joined us this year for the first time. Whisky Live is about discovering the big stars of tomorrow and seeing established distilleries from a new perspective, and I believe that we have reached that goal this year.
Singleton Whisky Experience
Macallan Singapore Ambassador | Randall Tan
- How do you ensure that this event stays interesting and exciting for the increasing number of guests attending the event each year?
It is important to grow, improve and offer new attractions each year. For 2016, 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 in Singapore, we welcomed prolific Whisky writer Dave Broom to Whisky Live.
Fish and Chips with Whisky Tatar Sauce | Chicken Satay with Whisky Infused Pickle | Mini Beef Slider with Whisky BBQ Sauce | Chicken Finger with Togarashi and Seaweed Powder with Whisky Wasabi Mayo | Potato Head’s Cheesy Sausage Bun
Executive Chef of the Capella Hotel Singapore Chef David Senia has also curated a very special menu for our guests which we believe will bring their experience with whisky to a whole new level. Potato Head Folk will also offer tasty burgers for a small fee.
On the cocktail front, crowd-favorite Monkey 47 has prepared a very intense weekend with some of the island’s best bartenders, and 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.
The Balvenie | Single Malt Whisky from Speyside Scotland
The Balvenie | Engrave Your Initials Book Collection
Balvenie x James Stroud Exhibition
- 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?
We always had a large female attendance due to the casual approach that Whisky Live offers when it comes to experiencing and appreciating whisky. 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.
Birdy’s Brew | Birdy’s handcrafted cold brewed coffee concentrate is made from 100% Arabica beans sourced direct from farms in Colombia and Sumatra.
Whisky Live has a very educational feel to it and everybody is free to interact with the makers at the booth and ask as many questions as they like. We expect this year’s Whisky Live to garner the same turnout, and of course it would be fantastic if there would be more female attendees!
Chalong Bay Rum | A truly original handcrafted rum using sustainable production that binds the traditional French art of distillation with the rich sugarcane heritage of Thailand.
Don Papa Rum | A premium aged small batch rum from the isle of Negros Occidental, the Philippines.
Dictador Rum Whisky
- How has Whisky Live catered to the rise of women appreciating whiskies?
Women do not attend the event just to keep their other halves company; they are passionate about learning, and sometimes they can be even more dedicated to developing their understanding of whisky than their male counterparts.
Trying out the massage with Vaniday’s Country Manager
Additionally, we also recognise that spending an entire day going around and experiencing whiskies can be daunting. 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.
Nikka Japanese Whisky
- Asian whiskies have been rapidly gaining popularity in recent years, bagging awards at an international scale. What do you think it signifies in terms of market trends?
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.
Aberlour | Highland Single Malt Scotch Whisky
There are whiskies from more than 20 countries currently available in Singapore and there is an increasing number of enthusiasts who are willing to discover products from these markets, knowing that the next golden nugget might come from the most unexpected location. Whisky Live is no exception as we welcome great whiskies coming from traditional whisky markets (such as Scotland and Ireland) as well as new ones (such as Taiwan and India).
Famille Vallenin Tercinier | Hunter Laing and Company Ltd | Benromach | Little Mill
- Do you foresee more Asian-made whiskies at Whisky Live in the near future?
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.