The Telegraph Whisky Experience returns for 2016

The Telegraph Whisky Experience will return to London for its fourth year on 5-6 December.

The Telegraphy Whisky Experience returns for 2016
The Telegraphy Whisky Experience returns for 2016

Taking place in One Whitehall Place, the experience will feature insights from whisky experts, masterclasses and more than 100 whiskies for guests to sample. 

The event will be hosted by whisky connoisseurs Charles Maclean, Neil Ridley and Joel Harrison, and guests will be able to immerse themselves with mini tastings and whisky seminars, which will take place throughout both evenings.

In addition, new whiskies will be launching at the event, including 'The Norfolk' from brand English Whisky and a new expression from Benromach. For the first time, ‘Ancient Reserves’ from William Grant & Sons will feature at the show and guests are invited to try the new Jude's Ice Cream flavour - Hot Toddy.

More than 16 major whisky brands will make an appearance, including The Macallan, The Glenrothes, Balblair, Glenmorangie and Ardbeg. 

The event features two ticket types - The Whisky Experience Ticket and the Masterclass Experience Ticket. The former will include a mini-tasting, access to the private whisky fair, as well as a two-course whisky-inspired meal, created by One Whitehall Place's head chef, and an engraved Glencairn tasting glass.

Those in possession of a masterclass ticket will have access to the 'Around the World of Whisky' masterclass, hosted by Neil Ridley and Joel Harrison, or 'The Macallan Triology Series' hosted by Amanda Humphrey. The 50 first masterclass ticket booker will recieve a limited edition signed copy of Charles MacLean’s Whiskypedia. 

Guests will automatically be entered into a competition to win a private tasting of the Gordon and Macphail Rare Vintage range, hosted by Charles MacLean. The range includes four drams of Glen Grant, Mortlach, Longmorn and Linkwood, spanning from 1949–1972 and priced collectively at £6,000.

All whiskies on show can be purchased by guests at a pop-up shop, supported by retail partners Masters of Malt. 

Last month, whisky brand Jura staged a mystery themed activation at Looking Glass Cocktail Club in London. In September, Beam Suntory devised an experiential strategy to push its latest whisky range.

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