Back to basics in marketing whisky

Stylish innovation and a focus on educating the consumer have been key factors in the success of the show and this year it will feature new angles to enhance the consumer experience and grow their whisky knowledge and passion. The Back to Basics Zone will be developed each year at the festival and this year, the focus will be on the art of making Scotch whisky with an interactive journey where consumers can visually see the whole process from start to finish. International whisky writer and consultant, Dave Broom will lead short presentations in this area throughout the festival.

To find out more about the Lexus Connoisseur's Experience, the Salticrax Sensory Zone and much more, log on to the website.

South Africa is now the 5th largest Scotch whisky market by volume and the 8th by value and is now worth over R2.8 billion rand per annum with a 30% growth in the premium sector. This year, the festival will witness the largest contingent of international whisky representatives that South Africa has ever hosted.

And if you really enjoy yourself, Good Fellas, the chauffeur service, will be on hand to ensure that you get home safely.

The FNB Whisky Live Festival runs from Wednesday 7 to Friday, 9 November 2007 from 18h00 – 22h00 at the Sandton Convention Centre.

For more information log onto: www.whiskylivefestival.co.za. For bookings: log on to www.computicket.com or phone 083 915 8000.

Regret no persons under the age of 18. The FNB Whisky Live Festival encourages responsible drinking.