Whisky Live Shanghai 2010

INTRODUCTION

2010 marks an historic year for the city of Shanghai. On 1 May, the World Expo arrives into the city forecasted to attract 70 million people over 4 months. With such an eagerly anticipated event on the horizon, the international spotlight will once more be focused on China.

Overwhelming support both from members of the trade and the general public contributed to the success of the inaugural Whisky LIVE Shanghai in 2009. 21 & 22 May 2010 the world's premier whisky festival arrives back into the city. Last year, some 8,000 people attended Whisky LIVE Shanghai which was themed around the 'Introduction to the World of Whisky.' Mixology demonstrations, live entertainment, VIP tutorials and introductory master
classes all added to the enjoyable, light-hearted festive atmosphere.

With significant steps taken by the category at the 2009 festival, further education of both distribution channels and consumers remain essential for the industry's collective success within this growing and progressive market. The 2010 festival will continue to hold this as its core mission whilst simultaneously exploring the art of tasting, blending, malting, and mixing whisk(e)y in cocktails.

To celebrate the 2010 Expo, Whisky LIVE will also be inviting a small contingent of special guest spirits from across the world including the host nation to showcase at this year's festival.

For more information please visit www.whiskylivechina.com