Whisky Festival Shows Spirit to Defy Downturn

With many industries concerned about the effects of austerity, Scotland’s national drink is defying the downturn to gain a greater share of the global market – news that comes as no surprise to those behind the 2012 Spirit of Speyside Whisky Festival.

Figures for the first half of 2011 from the Scotch Whisky Association show that exports of the traditional tipple continued to grow in both established markets and in emerging markets such as Asia and South America in spite of an unsettled economic climate.

This  is leading Festival organisers to predict a bumper year for the event and promise visitors an even bigger and better Festival in May than ever as they prepare to launch the programme of events tomorrow.

The Spirit of Speyside Whisky Festival (3rd-7th May), one of the most anticipated in the whisky world and a highlight of Scotland’s events calendar, also provides a major boost to the Scottish economy with last year’s event attracting 47,000 visits from whisky lovers who injected almost £3/4 million into the national economy.

The five-day Festival attracts whisky drinkers from all over the world as connoisseurs and newcomers alike gather to share their passion for some of the world’s favourite whiskies and enjoy a packed programme activities and attractions in the spectacular setting of Speyside’s whisky country.

This year’s events programme offers visitors the biggest choice yet, with over 270 events already lined up.

Tourism bosses welcomed the news of the Festival programme launch and acknowledged the important contribution the event makes to the industry, with the so-called “distillery effect” having a positive impact on visitor spending during their time in Speyside.

Paul Bush, chief operating officer for EventScotland said: “Scotland is the perfect stage for events, and whisky is one of Scotland ’s great products, which is why the Spirit of Speyside Whisky Festival attracts large numbers of connoisseurs from around the country and overseas.

“The 2012 festival programme includes a wide range of events, which will cater for both whisky aficionados and newcomers to Scotland ’s national drink.”

Devotees of the dram will be poised by their browsers at 7pm tomorrow (Saturday, 21st January) to bag places on an exciting selection of tours, tastings and tutorials at the area’s 50-plus distinguished distilleries and a host of other venues as the 2012 Festival programme goes live and the internet booking system finally opens.

Exclusive events such as the Speyside Whisky School have already sold out in advance and other established and newly-added events are expected to tempt enthusiasts to travel to Speyside from across the whisky-drinking world.

At least half of the Festival’s visitors are expected to travel from overseas as the festival regularly proves popular with tourists from the Netherlands, Sweden, Norway, Germany, France and further afield.

Festival-goers from across the globe come for the authentic whisky experience in Malt Whisky Country where they are treated to a selection of events that showcase the true spirit of Speyside, with workshops, tutorials, tours, instruction, nosings and tastings on offer from some of the industry’s top experts – from blenders to coopers and mashmen to managers.

In addition, there are opportunities to delight in the dram in superlative surroundings – at the top of a mountain or on a train, straight from the cask or in the shadow of a historic castle.

Exclusive tours can be booked at distilleries usually closed to the public – including Glen Elgin, Glenlossie and Mannochmore, Glen Spey, Speyburn and Glenrothes – and visitors can enjoy a dram alongside some of the region’s award-winning produce at whisky and food pairing workshops, and on the popular Whisky and Food Tours.

This year sees the introduction of a Ceilidh Trail, and the Festival atmosphere will be buzzing with the sound of local bands playing in many of the area’s hotels, bars and traditional pubs.

The Festival’s company secretary, James MacPherson, explained that the event would offer more than ever before for both returning visitors and new initiates, with a new Information Hub supplying up-to-date information on Festival events, more music and entertainment, and a host of new creative events to tempt people to return year after year.

He said: “The Spirit of Speyside Whisky Festival is a wonderful celebration of our region’s culture, heritage and unique identity.

“We are delighted to be able to inspire visitors with an authentic insight into such a thrilling whisky festival experience, and we’re excited to be able to announce a number of new additions to the 2012 Festival programme in the coming weeks.”

VisitScotland regional director, Scott Armstrong, added: “Whisky is undoubtedly one of our most valuable icons when marketing Scotland abroad and a huge draw for visitors.

“Not only is whisky so well known and instantly synonymous with Scotland, it is an extremely high-quality product that positions the country very well in the minds of potential visitors from the UK and across the world.

“Figures show that £1 in every £5 spent by a visitor in Scotland is on food and drink-related activity, equating to more than £500 million for UK visitors alone, and events such as the ever popular Spirit of Speyside Whisky Festival make an invaluable contribution to this.

“Supported by EventScotland, the Sprit of Speyside festival provides a fantastic opportunity to showcase Scotland and celebrate one of its most iconic products to a wide range of local people and holidaymakers from Scotland itself, the UK and abroad.”

The programme of events for the 2012 Spirit of Speyside Whisky Festival and online booking system will go live at 7pm on Saturday, 21st January at www.spiritofspeyside.com, with up-to-date content on www.facebook.com/WhiskyFestival or www.twitter.com/spirit_speyside.

Spirit of Speyside Whisky Festival runs from Thursday, 3rd May to Monday, 7th May.

More information:

EventScotland.

VisitScotland.

Scotch Whisky Association.

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