'Dram'atic Launch of Whisky Stramash

Whisky Stramash, the new event designed to shake up the whisky industry, was officially launched last week at Edinburgh’s historical Surgeons’ Hall.

As previously reported by Scotland Food & Drink, the inaugural Whisky Stramash – which takes place on 26th-27th May 2012 – combines the popular spirit with unusual elements and experiences and, of course, the opportunity to sample the nation’s favourite tipple.

Whisky favourites such as Dewar’s, Jura and Bunnahabhain, as well as Finnieston, Isle of Mull and Arran Single Malt, have signed up to exhibit at the event, along an array of other top brands.

The event challenges the traditional “stuffy” whisky-associated events and promises to be full of mystery, entertainment, comicality and madcap pioneering.

Scott Martin, founding partner of the event, said: “Working on export Scotch, my business partner and I have been to many whisky events all over Europe and we often felt they were a bit predictable and at times even a bit old fashioned.

“We wanted to stage an event that has a distinct point of difference by presenting the spirit in new, different and innovative ways, whilst giving consumers the opportunity to try a wide range of whiskies from around the world; a modern take on traditional fun.”

Enthusiasts of whisky from around the world will encounter many elements and experiences, including a concoction of molecular experiments, a murder-mystery drama, whisky cocktails and an insight into the gruesome lives of barber surgeons.

Martin continued: “This is a fantastic opportunity for whisky brands to showcase their products to a group of consumers who are interested in something a bit different.”

More information will be revealed in the run-up to the Stramash which will be held in three sessions over the two days:

Saturday, 26th May, 2012: 12pm-4pm and 5pm-9pm and Sunday, 27th May, 2012: 1pm-5pm.

Find out more about Whisky Stramash. For brands interested in exhibiting at the event, please email Scott Martin.

See Scotland Food & Drink's recent article on the event.

More whisky news from Scotland.