The Whisky Exchange debuts show for ‘whisky intrigued’
London-based retailer The Whisky Exchange has revealed further details of its inaugural Welcome to Whisky show, aimed at newcomers to the category.
The Whisky Exchange has hosted ‘one of the UK’s biggest’ dedicated shows, The Whisky Show, since 2009.
The retailer revealed last year that it would host two new London shows for 2025: Welcome to Whisky in April, and Tequila and Mezcal Show (16-17 May).
Welcome to Whisky has been designed for whisky novices looking to learn more about whisky.
The inaugural event will take place at Glaziers Hall in London from 11-12 April.
Featuring around 40 producers from Scotland and the US to Japan and Australia, the show offers an opportunity to taste and learn about more than 250 whiskies.
According to Statista data published in 2024, the UK has approximately nine million whisky drinkers, 2.3m of whom drink whisky weekly.
The show targets the country’s population of 68m people, encouraging potential newcomers and enthusiasts to explore the spirits category.
Welcome to Whisky aims to engage individuals who are intrigued by whisky but may feel overwhelmed by a bar full of bottles or a large event with connoisseurs.
The show offers a schedule of demos and intros into the basics of making and enjoying whisky.
In partnership with mixer brand Fever-Tree, the event also features a whisky highball bar for those interested in cocktails.
The show features 101 stands and an ‘Ask Us’ counter to address common whisky questions.
Tickets for Welcome to Whisky are available from the retailer and The Whisky Show websites, starting from £50 (US$65).
At The Spirits Business Awards 2024, The Whisky Exchange was awarded E-Commerce Spirits Retailer of the Year, while sister event London Cocktail Week was named Best Event.
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