The Whisky Event 2024 Review

I put my arm through a chocolate fountain at The Whisky Event 2024. As I tried to scrub molten milk chocolate out of a white shirt I realised a few things: The bathroom I was scrubbing in was very nice (especially for a show dominated by tipsy blokes). Also that the smart casual suggested dress code meant I could hide the stain beneath my jacket and get back to tasting.

Organised by The Whisky World and taking place in a Ballroom on Park Lane, this show is at the higher-end of all the ones I’ve been too. It did get a couple of key things wrong, but mastered so much else that I’m willing to forgive it. Does it come close to the starry size of The Whisky Exchange’s annual mega show? No, but it’s a clear challenger. We are dealing here with the upper end of whisky shows in the UK, but we are also dealing with little dots of (chocolate fountain) chaos here and there that stand out where many other shows could get away with it.

I purchased my early bird ticket for the competitive price of £85 well in advance of the event. This early purchase was motivated entirely by the the extensive exhibitor list that only grew as the show crept closer. Variety here is really only second to the aforementioned Whisky Exchange Show with 600 whiskies stacking up against 1000. Even with diligent spittoon use these numbers are vastly more than anyone can really sample, so regardless of your taste you’ll find plenty to love.

This wide selection was dominated by single malt Scotch. Most of the shows I’ve been to over the last year have had more of an “everywhere else” focus. A lot of the big names were present but the real magic came from the strong showing of independent bottlers. I was able to compare and contrast offerings from major distilleries I enjoy like Caol Ila (I tasted 5 in total). There was also a good contingent of distributors filling out the selection with interesting world whiskies too.

We arrived 20 minutes early for the show and were nearly first in line. However, the show was running late. We were ushered inside on the hour but made to check bags and wait in a crowded foyer for fifteen minutes whilst various staff members marched about. Then there was a slow moving queue to get wristbands and glasses before we could start. Most shows will get you through the door and sampling in literally two minutes so it was disappointing to have to wait so long and not be given any extra time at the end of the show.

The show floor was arranged in neat avenues of stands with a shop at one end, bar in the middle, and food at the other. These smaller and standardised stands limit how much experiential flair exhibitors can bring, but they also level the playing field for smaller ones. It’s a trade-off I can get behind even if it means some stands end up utterly rammed with whisky nerds. Beyond the stands, plush carpets and grand lighting really provided the lavish atmosphere without being echoey and loud with all the activity going on. Actually being able to have a normal conversation with ambassadors and producers should be normal, but unfortunately it isn’t always the case.

As always, we’re not here to review whiskies but we call out with each show a couple of the exhibitors that impressed us with the experience they provided. Whether that’s innovative tastings, whisky knowledge or just good laughs.

First up is Duncan Taylor who had brought a selection of their Octave range. I had a Caol Ila and a Strathclyde single grain that were both incredible. As someone who is a sucker for sherry notes and interesting finishes these really hit the spot and it was great to hear from the team in detail about the two I tried and their process.

Second was Hautes Glaces. I wasn’t planning on a deep dive into French rye but they shared a stand with fellow Rėmy Cointreau brand Bruichladdich and the new series of Octomore is always a must try for me. Their Epistémè series feature pairs of whiskies that are designed to show off the massive changes microclimates can make. Here’s the lowdown from them on the pair we tried from their website:

Each of the 2 batches was malted, mashed, fermented and distilled during the summer of 2019 using similar recipes and under similar conditions. Each of the two batches was harvested at maturity in August 2018 and comes from the same variety of rye, “caroasse”.

Getting to try these two whiskies, with grains grown less than 10 miles apart, side by side and seeing the huge differences in the final product was fascinating. Were they similar? Yes. Did I have a clear favourite? Absolutely. It was a lovely diversion before I wrecked my palate with an Octomore.

Unlike most shows The Whisky Event includes a full buffet. The food was okay. We had wanted to eat early but the queues were so bad we didn’t get around to it until two hours in. It was entirely unclear which queues were for which stands and it took a while of queuing up to realise this was a salt beef line and poke, chicken and bao buns were also on offer with much smaller lines. It was in this chaos of crowded stands that, when leaning to grab a tiny tart I was nudged and my arm caught the chocolate fountain. This freely accessible buffet did have an upside, it meant we could dive back in later for more food though lots of key dishes had run out when we returned.

Was any of this food particularly impressive and worth the crowds? No, but it was a substantial step up vs many other festivals which offer nothing and charge painful prices. The show also gave out a cocktail token as another value-add. I didn’t end up using mine but I did have a couple of the complimentary non-alcoholic ones. It was lovely and tropical but incredibly sweet and I ended up adding a splash of Hautes Glaces Eau de Vie to balance that out.

At the store I picked up Kyrö Oloroso Finish with a show discount for £46.66. Whilst my purchase doesn’t factor into the review I must add that I had a hell of a time paying for it. The discount voucher I had from the Kyrö stand was not one the store knew about. At first they turned me down outright but after an awkward wait whilst various managers were fetched my voucher turned out to be real. Otherwise the stock was great and the prices on the items I looked at matched the website with discount code given on entry that was valid on the site too. The free delivery option at the show was also a boon and set at £50 which is an amount far lower than most specialist websites would demand.

The price tag is high for The Whisky Event but gives access to a lot of higher end bottlings that don’t make it to smaller shows or are kept under the table. Whistle Pig’s Boss Hog and Vintage Bottler’s 1990 Islay are two examples on the countertop that will set you back £600+. There’s no downside to this except that a complete newbie might come away from their first show realising they have very expensive tastes.

For any whisky fan in London or the surrounding area this is a show to try. If you are coming from further afield or can only pick one then I would recommend the Whisky Exchange Show over this due to the sheer variety. Folks who are starting their whisky journey and blanche at an £85 ticket can try one of the smaller shows around London like Croydon, Harrow or The Whisky Exchange’s new ‘entry level’ show.

Overall the annoying buffet, voucher faff and delayed start were just minor dips in the vibe. The Whisky Event nips ahead of most shows in the atmosphere category overall – upscale, yet relaxed and fun – even if you come home with an arm covered in chocolate.