Whisky Live! Japan 2011

The well-known whisky fair, Whisky Live! Japan, took place for the 11th time from 18 to 20 February 2011. This year, not only had the venue changed – moving from Odaiba to the ‘Tokyo Midtown’ complex in Tokyo’s Minato ward – but the fair had also been extended to include two public days, bringing the total duration to three days. But perhaps the biggest change was that it formed the highlight of a much more comprehensive nationwide initiative to promote whisky throughout Japan, known as ‘Whisky Week’ Whisky Week will run from February 14 to February 20.

Organiser David Croll said: “We often get asked why we can’t hold Whisky Live in other cities. The simple answer is that, given the amount of time that goes into organizing it (I’ve already been to Midtown about a dozen times this year) and where we are located, anywhere else would be impossible logistically. However, we’re really keen to have whisky lovers from all over the country enjoy something of the Live event, and Whisky Week is an attempt to make that possible. The basic idea is that a bunch of local promotions by bars, hotels, restaurants, retailers and distillers around the country leading up to the Midtown event will all join together to promote whisky simultaneously. We’ve had a great response so far with malt bars, luxury hotels, Michelin-starred restaurants, distilleries, department stores and airport lounges all signing up. We’re hoping for over 100 venues by the time we reach Whisky Week.”

Anthony Wills, who is currently on a promotional tour of Japan, New Zealand and Australia, presented, amongst other things, an exclusive Kilchoman Single Cask Release at the fair – a whisky matured for exactly four years in an Oloroso sherry butt.

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