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Whisky Exchange to host Tequila and Mezcal Show
The Whisky Exchange will launch two new shows in London next year, including its first dedicated to agave spirits.
The UK retailer will host its inaugural Welcome to Whisky show on 11-12 April 2025, and Tequila and Mezcal Show on 16-17 May 2025.
Both events will be held at Glaziers Hall in London, the same location as The Whisky Exchange’s Cognac Show (22-23 March), Rum Show (5-6 July) and Champagne Show (15 November).
The Whisky Exchange will also host its annual Whisky Show at Old Billingsgate in London from 6-8 September 2024.
The new Tequila and Mezcal Show will build on the strength of The Whisky Exchange’s current Tequila showcase, a month-long activation focused on agave spirits in April, spanning its three London-based shops.
Across The Whisky Exchange and wholesaler arm Speciality Drinks, the company has seen a growing interest in Tequila, mezcal and other agave spirits. The retailer saw growth of 34% for Tequila and mezcal combined, making it the fastest-growing category online currently.
The new Tequila and Mezcal Show will also have a strong focus on education.
“I’m super excited about agave,” said Dawn Davies, buying director for The Whisky Exchange and Speciality Drinks. “I think it’s a category that is definitely one to explore. I think people are getting more interested and excited about it.”
Meanwhile, the Welcome to Whisky show has been launched with entry-level consumers in mind, acting as an introduction to the whisky category.
Davies said of the launch of the Welcome to Whisky show: “I’ve outgrown the Whisky Show. I feel in the market there used to be some really good shows that faded into the background that were for beginner whisky. We have to bring the next generation through and for me, it just seems completely obvious to do that.”
The show will be a “beginner’s guide” to whisky, focusing on core products in the category and the production process.
The company said its spirits and Champagne shows have become ‘sell-out successes, reflecting a growing appetite for immersive and educational experiences’.
In March, the retailer reported a 12% year-on-year increase in overall ticket sales for its shows.
Ticket sales for Whisky Show 2024 have also soared, with Friday and Saturday sessions selling out four months ahead of the previous year.