South African Whisky magazine for 2011

It will have an initial print run of 10 000 with 6000 being distributed via the top 100 flagship stores of Tops at Spar. The balance will go to top hotels, bars (including golf club bars) and selected venues.

"Our plan is to exploit the fascination that South Africans have with whisky as evidenced by the continued growth and success of annual festivals celebrating the spirit. We'll be producing six issues a year and it's going to have a whisky lifestyle-focussed content - with a distinctly local flavour," said Dowling.

"The magazine has attracted journalists and specialists in their field, including Stuart Johnston as motoring editor, celebrity chef Mike Bassett as food editor with regular contributions planned from Graham Howe, Neil Pendock and Emile Joubert." Rob Cowan, former director of Ramsay Son & Parker (now Ramsay Media) and ex-publisher of Car Magazine, is the business manager and will be handling all the advertising and business strategy.

"We will be looking at whisk(e)y and bourbon, along with whisky from Japan, Sweden, India and other places. Whisky tasting will be a big part of the magazine and we welcome any ideas, submissions or contributions," concludes Dowling.

The magazine will be available as a digital magazine online at www.whiskymag.co.za from February. The social media platforms have also been embraced with presence on Twitter @whiskymagsa and Facebook at Whiskymagazine Sa or Whisky Magazine.