Whisky Live 2015: Worth the hangover

Nearly 6,000 people attended the three-day festival sampling 350 brands of whisky.

By SARAH LEVI
Nearly 6,000 people attended the three-day festival sampling 350 brands of whisky. (photo credit: SARAH LEVI)
Nearly 6,000 people attended the three-day festival sampling 350 brands of whisky.
(photo credit: SARAH LEVI)
After a successful two-day show in 2014, the Whisky Live Festival returned to Tel Aviv last month, enabling lovers (and would-be lovers) of the drink to learn and enjoy the pleasures of the “water of life.”
No longer are popular brands like Johnny Walker and Jack Daniels enough to please the palates of whisky enthusiasts; variations such as single malt, bourbon and rye are now in high demand by aficionados, and Israel is no exception in that regard.
Whisky Live is an international tour of whisky festivals that touts itself as “the world’s premier whisky tasting show.” There was a strong turnout in Tel Aviv: Organizer and connoisseur Tomer Goren estimated that nearly 6,000 people attended the three-day event, which took place at the Meirhoff Gallery.
For NIS 119, guests gained entry to the event, as well as three tasting tickets and a commemorative Glencairn whisky glass.
It was only natural that this festival would be more ambitious than last year’s. The interest in the drink was so great that the organizers added a third day of festivities, as well as hosting dozens of the world’s premier whisky brands. Overall, guests had a chance to try more than 350 different types from all over the world.
Over the past few years, interest in whisky has spiked throughout the world and created ideal conditions for the global success of this festival.
Idan Bavli, the marketing development manager for Y&D importers (Jim Beam, Isle of Jura and Dalmore distilleries), explained that the reason for the huge peak in interest here had to do largely with the tax reforms on alcohol and spirits that occurred two years ago.
While taxes on cheaper drinks such as beer and arak increased, taxes on more expensive spirits, including whiskies, decreased significantly, making them more accessible to buyers and sparking the interest of many potential whisky- drinkers across the country.
That created a strong base for the first Whisky Live Festival, which not only proved successful, but also shone a light on the nation’s vibrant whisky culture.
On the first day of the event, there was a lively and festive atmosphere, as guests and those working at the festival were in high spirits. It was a real treat to see how this one beverage could bring so many people together.
The event was both fun and enlightening: Each sip and each interaction with vendors and guests taught me a little bit more about this fascinating liquid.
Whisky enthusiasts had the opportunity to attend private “master class” tasting workshops from a number of renowned figures, including master distillers and global brand ambassadors. Most of these master classes highlighted a particular brand or region of the world.
For those looking to treat themselves, there was an upstairs VIP section with an attractive selection of rare and wellaged single-malt scotches.
Guests could also enjoy a variety of refreshing whisky-based cocktails at the bar located among the booths.
ALTHOUGH SCOTLAND and whisky are pretty much synonymous, it was also interesting to see what was going on with Israel’s only whisky distillery, Milk and Honey.
Located in Tel Aviv, this distillery began in 2012 with the hopes of putting Israel on the whisky map. Although the company is still in its early stages, guests had a chance to try a young batch of its “white whisky” (moonshine).
Two types were available: one that was 73-percent alcohol, and another that was 50%. Both were very sweet and showed the early signs of a whisky with a lot of personality. According to founder Roee Licht, the first batch of Milk and Honey’s single malt will be ready in 2017.
Because it’s the country’s sole whisky distillery, a lot is riding on the success of this experiment. As such, the company employed the help of master distiller Dr. James Swan, who specializes in distilling in warmer climates and has been able to help create a distilling process ideal for Israel’s climate.
One of the side effects of the growing interest in the drink is the introduction of whiskies with no age statements. To keep up with demand, distilleries are feeling the pressure to produce more of the beverage, and as a result, younger whiskies are being prepared for mass distribution and consumption. Although this is a heated topic in the whisky community, most aficionados have told me it really has nothing to do with the age or the price, and everything to do with the taste.
That was evident in the results of this year’s “Best in Show.” Over the three days, guests were invited to taste four random whiskies out of 35 unknown to them and judge them on smell, taste, finish and overall impression. After the votes were tallied, the top three whiskies – Cardhu Gold Reserve, Bowmore Small Batch and Singleton Tailfire, in that order – had no age statement, were reasonably priced and were quite accessible in Israel.
With Passover coming to an end, this is a great time to explore and enjoy this magnificent malt.
Slainte!