The Society staged a ‘Grand Renaissance Party’ in Paris, at a 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.
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| The SMWS announces European expansion plans as it relaunches in France |
The SMWS has also established four other new partner bars in Paris; Night Flight at Bachaumont Hotel; Gentlemen 1919; L’Esquisse and Les Rouquins, where a selection of its whiskies will be available and tasting events held.
The SMWS France, 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 the Netherlands, renowned whisky expert Hans Offringa has been appointed as the new Ambassador for the region. The society has also appointed renowned whisky expert Alain Vervoort as its Ambassador for the Belgium and Luxembourg region.
Commenting on the news, SMWS International 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.”
He went on to say: “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.”
The SMWS is also planning significant growth in Germany for 2017, with plans under way to develop a presence in Berlin, Hamburg, Munich, Frankfurt and Cologne.
Posted by Steve Rush