Importer and distributor Metabev has introduced its highly anticipated World Whisky Select event in Hong Kong, following its inaugural success in South Korea. The event’s South Korean debut earned it the coveted title of ‘Drinks Event of the Year’ at the prestigious Drinks Business Asian Awards 2023.
Metabev, a key player in importing and distributing with a strong presence across major Asian cities, achieved significant acclaim with the launch of the World Whisky Select initiative. The event premiered at the Hyundai Department Store in Seoul, where it spanned two weeks and showcased a meticulously curated collection of new world whisky brands. The event garnered remarkable attendance, with 50,000 visitors exploring the diverse range of offerings, resulting in revenue exceeding KRW200 million (£120,000).
The successful Seoul launch not only marked the start of Metabev’s global strategy centered around world whisky, but it also propelled the company’s expanding portfolio forward.
World Whisky Select was conceived to educate consumers and businesses about innovative production methods, a spectrum of flavor profiles within new world whiskies, and the rich histories and experiences associated with featured brands. The event incorporated interactive elements, including distillery tours, masterclasses, and campaigns, aiming to deepen attendees’ understanding of these exceptional spirits.
Among the renowned brands showcased in the World Whisky Select portfolio are Wild Turkey from Kentucky, GlenAllachie from Scotland, Milk & Honey from Israel, Stauning from Denmark, Starward from Australia, Bushmills from Ireland, Scapegrace from New Zealand, and Alfred Giraud from France.
The event’s immersive experience in Seoul took inspiration from the airline industry, featuring check-in counters, boarding passes, airplane interiors, and special World Whisky glasses. The resounding success of the South Korean event solidified Metabev Korea’s leadership within the whisky industry.
Building on this triumph, the World Whisky Select experience is now available at Hong Kong’s exclusive whisky bar, Stockton. The bar serves as a platform for VIP guests to explore the curated range through limited-time-only cocktails, further extending the impact and allure of the World Whisky Select initiative.
