The Scotch Malt Whisky Society (SMWS) has relaunched in France with an exclusive party in Paris, and announced further developments to make its whisky and events available to more fans across Europe.
The Society staged a ‘Grand Renaissance Party’ in Paris at new partner bar, Beaucoup, to announce the increased range of whiskies and tasting events now available to single malt enthusiasts in France, and across Europe.
The event was attended by members, media and local influencers who sampled a hand-picked selection of rare Society single cask whiskies across the 12 SMWS flavour profiles and food pairings. The event also included the reveal of an exclusive cask, 29.195 Charred Staves and Black Dragon Tea, which is only available to members in France.
The Society has also established four other new partner bars in Paris where a selection of its whiskies will be available and tasting events hosted – Night Flight at Bachaumont Hotel; Gentlemen 1919; L’Esquisse and Les Rouquins.
The SMWS France branch will be led by newly appointed Chief Ambassadors Richard Liogier and Serge Lacombe, with support from three Ambassadors, Cyril Mald, Alexandre Vingtier and William Mercier who will host Society tastings at partner bars in Paris.
In 2017, the Society will expand its activities beyond Paris to a number of other French cities.
Commenting on the Society’s increased activity in France, Internatonal Commercial Manager Mark van der Vijver, said: “We were delighted to celebrate our ‘renaissance’ in France with our party at Beacoup in Paris. France is one of the biggest whisky markets in the world and this event is the first step in an exciting new chapter in our history here.”
Developments across Europe
The event in Paris comes as the Society makes its whisky and events available to more whisky fans across Europe. To support this, the Society has relaunched its website at smws.com to provide an expanded range of services and whiskies to members across the EU, with over 70 rare single cask whiskies online and 20 new singles casks every month.
In the Netherlands, renowned whisky expert Hans Offringa has been appointed as the new Ambassador for the region. Through his many whisky books, media work and events, Offringa is well known locally and across the whisky world.
The Patron of the Whisky Festival Northern Netherlands and Keeper of the Quaich will host monthly tasting events for members and whisky enthusiasts and support the SMWS as it develops its presence in the Netherlands.
Elsewhere, the Society has appointed renowned whisky expert Alain Vervoort as its Ambassador for the Belgium and Luxembourg region. Like Offringa, the Brussels-based authority on malts will host Society tastings and help to promote the Society and its single cask whiskies.
In Germany, the Society is also planning significant growth for 2017 with plans under way to develop a presence in Berlin, Hamburg, Munich, Frankfurt and Cologne and staging more tasting events from October.
On the new developments across Europe, Van der Vijver added: “The Society has been operating for many years across Europe but there’s never been a better time to become a member. We are now offering a wider range of whiskies through our monthly releases, regular whisky tastings and establishing more SMWS Partner Bars, as we extend our activities across more cities in Europe.”
For more information about the Society, visit www.smws.com
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