The event – the biggest of its kind outside London – will take place at The Studio Birmingham on 17 September, from 11am till 6pm. It will be the first time it has taken place in the city, and will be filled with opportunities for visitors to brush up on their whisky wisdom.
Guests will be able to browse the exhibitors and take part in masterclasses, which include a Japanese whisky session featuring examples from Yamazaki and Hibiki; a luxury tasting experience with the UK ambassador of Glenfarclas; and an Ancnoc, Balblair & Old Pulteney masterclass that compares whiskies from three different highland-based distilleries.
Cigar distributor, Hunter & Frankau, will also be pairing Dalmore single malts with the finest Cuban cigars in an area on the venue's roof terrace.
The day will be run by Nickolls and Perks of Stourbridge, one of the UK's oldest wine and spirits merchants, established in 1797. Tim Robbins, marketing and events manager at Nickolls and Perks, said: "We’re delighted to hold the Festival in Birmingham at such a central location; the event attracts more people every time from further afield. This show will boast a record number of exhibitors and we hope that visitors will be impressed by the quality and quantity of what’s on offer, as this is a testament to the relationship we have established with them over many years as independent merchants."
Tickets cost £40 per person and include a branded festival glass, a brochure and a 'dream dram' token which will be exchangeable for a taste of one of the premium whiskies on offer, some worth over £1,000 a bottle.
Heathrow Airport joined forces with brands including Glenmorangie and Haig Club for a month-long Whisky Experience event this spring.
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