Whisky Live Festival opens in Soweto, preceded by SoWhisky Academy

In a run-up to both festivals, the SoWhisky Academy will teach the art of whisky connoisseurship at by-invite-only events, hosted every second Thursday. The first evening was on 18 July 2013.

Soweto history of whisky

Soweto has long had a strong historical association with whisky, 'a drink reserved for the wealthy'. It goes back to the "jiving" 1950s when the era of Miriam Makeba and Hugh Masekela sent blues and jazz down the streets of Sophiatown, to the current optimism of young trend setters in the aspiring middle class who can be found enjoying whisky at their favourite "chill out" spots over the weekend.

The inaugural FNB Whisky Live Festival in Soweto will take place at the University of Johannesburg Soweto Campus from 24 to 26 October 2013. Capturing the intrinsic values of Sowetan culture, the festival will be transformed into a new-look whisky lifestyle 'village', offering elements of jazz, fashion, Shisa Nyama outlets and true Sowetan hospitality.

Local restaurants, such as Back Room, Nex Dor and Wandie's Pub, will host whisky lounges. The key focus will remain on whisky education and recruiting new whisky drinkers. Core elements of whisky education, integral to the success of the Sandton event, will be incorporated into the mix.

"We are very excited to celebrate 11 years of the festival in Sandton and to announce the addition of the Soweto venue this year," says joint founder, Sian Neubert. "The continued growth of the event demonstrates the increasing demand for premium whisky experiences and related luxury products in the South African market and we are proud to be expanding the festival to Soweto. Sowetans have been commuting to the northern suburbs for years, yet returning to Soweto at weekends. Now it is time to showcase whisky in their hometown."

Academy of taste

Select South African whisky lovers and those who are curious and tentatively exploring the world of whisky will be treated to exclusive whisky tasting evenings in the build-up to the annual festival.

The SoWhisky Academy tastings celebrate the best whiskies from around the world and are hosted at upmarket venues - from the Tag Heuer boutique in Sandton City, to Nex Dor and Back Room in Soweto and the 131 Herbert Baker boutique hotel in Pretoria.

The rapidly growing numbers of whisky consumers in South Africa have highlighted the need for a programme that demystifies whisky for the curious, and builds on the whisky hype of the festivals for the connoisseur. The intimate educational tasting sessions aim to help consumers better understand and appreciate the different whisky brands by providing them with a platform to engage closely with the various brand ambassadors while tasting the whiskies.

"It is vital for us to find new and innovative ways to engage and interact with whisky consumers. The SoWhisky Academy will offer invited guests a more personalised experience of the whisky brands and the educational element will ensure that everyone - connoisseur or new-to-whisky - learns something new," says Neubert.

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