"Although this show has never been a numbers game and more about the quality of the experience, we are thrilled to report that nearly 18 000 visitors attended the festival. When you consider that many South Africans are feeling the financial pinch as a result of the economic downturn, this excellent turnout speaks volumes about the growing popularity that whisky is enjoying in South Africa," said Karen Chaloner, co-organiser of the festival.
Since it launched in 2003, the FNB Whisky Live Festival has succeeded in breaking away from the conventional exhibition style show to showcase a fresh take on the world of whisky, and in doing so, constantly attracting newcomers to the festival and the whisky category as a whole.
"In our ongoing efforts to appeal to, and make whisky more accessible to, a wider audience, it's encouraging to see that the number of younger attendees, festival newcomers and women has shown a marked increased across the different cultures that make up our country," said Sian Neubert, co-organiser of the festival.
"It's not that younger adults and women never appreciated whisky and its heritage before; it is the initial taste before you discover your preferred flavour palate and the perceived rules like having to drink whisky in a tumbler, with only a few blocks of ice, which has provided the largest barrier. By throwing away the rule book and showcasing the versatility of whisky, we have unlocked a fascination, passion and growing interest of this golden liquid amongst female and the 25 to 35-year-old age group."
Another strong trend that emerged was that visitors displayed a more responsible approach to drinking, which was reflected by the increase in sales of the designated driver ticket, up by 50 percent in Cape Town and 70 percent in Johannesburg.
"This year we introduced a number of new interactive zones, including the Compass Box Art of Blending Zone, the Macallan Aroma Zone, as well as new-look Pick n Pay Canape and Whisky Tasting Zone, all of which made for a highly educational and interactive show allowing consumers to walk away enriched and inspired by the interaction with the whisky brands and a desire to learn more," Neubert added.
The success of this year's FNB Whisky Live Festival is mirroring global whisky trends - with eight out of Scotch Whisky's top-10 export markets growing in value over the first six months of 2011, according to new figures published by The Scotch Whisky Association (SWA).
South Africa is now the seventh-largest importer of Scotch whisky by value in the world, growing at 24 percent, which is only too well demonstrated by the size of the 2011 FNB Whisky Live Festival and the high calibre of people who attended.
Representation from all over the world continues to highlight how important South Africa is to the rapidly growing whisky market and indicates that South Africa is a market not to be ignored.
"The level of attendance from global representatives was outstanding," said Chaloner.
"A shift from standard whisky to premiumisation, due to the increased level of knowledge, understanding and appreciation of this fine craftsmanship has translated into an increase in whisky value sales year-on-year.
"This is one of the few drinks categories that has such a breadth of flavours to explore from sweet sherry to salty iodine, thus re-emphasising there is definitely a whisky for everyone," she said.
The 2012 FNB Whisky Live Festival will take place from 7 to 9 November, 2012, in Cape Town, and from 14 to 16 November, 2012, in Johannesburg.
For more information, go to www.whiskylivefestival.co.za or email az.oc.lavitsefevilyksihw@tcatnoc. Follow on Twitter at @whiskylive or on Facebook.
