SMWS re-enters France; expands European scope

The Scotch Malt Whisky Society (SMWS) has relaunched in France and announced fresh plans to make its whiskies and events available to fans across Europe.

Ludovic Dardenay, Beaucoup co-owner; Richard Liogier chief ambassador for SMWS France; and Julien Fouin Beaucoup co-owner, celebrate the relaunch

The Society hosted a ‘Grand Renaissance Party’ in Paris at its new partner bar, Beaucoup, to introduce an increased range of whiskies and tasting events available in France and across Europe.

The SMWS France branch will be led by newly appointed chief ambassadors Richard Liogier and Serge Lacombe, and will be supported by ambassadors Cyril Mald, Alexandre Vingtier and William Mercier.

The Society also established four new partner bars in Paris, comprising Night Flight at Bachaumont Hotel, Gentlemen 1919, L’Esquisse and Les Rouquins and plans to expand activities beyond Paris in 2017 to include a number of other French cities.

Additionally, the Society is set to reach further across Europe, and has relaunched its website to provide an expanded range of services and whiskies to members across the EU, with more than 70 rare single cask whiskies online and 20 new single casks each month.

In the Netherlands, Hans Offringa has been appointed as the new ambassador for the region. Offringa, who is also The Patron of the Whisky Festival Northern Netherlands and Keeper of the Quaich, will host monthly tasting events and support the Society as it develops its presence in the country.

Alain Vervoort has been named as ambassador for Belgium and Luxembourg – and, like Offringa, the Brussels-based expert will host tastings and help to promote the Society.

Germany is set to see “significant growth” in 2017, with plans to develop a presence in Berlin, Hamburg, Munich, Frankfurt and Cologne.

International commercial manager, Mark van der Vijver, said: “We were delighted to celebrate our ‘renaissance’ in France with our party at Beacoup in Paris. France is one of the biggest whisky markets in the world and this event is the first step in an exciting new chapter in our history here.

“The Society has been operating for many years across Europe but there’s never been a better time to become a member. We are now offering a wider range of whiskies through our monthly releases, regular whisky tastings and establishing more SMWS partner bars, as we extend our activities across more cities in Europe.”