World Whisky Select launches in Hong Kong

Importer and distributor Metabev has launched its World Whisky Select event in Hong Kong after its debut in South Korea was crowned ‘Drinks Event of the Year’ at the Drinks Business Asian Awards 2023.

Metabev, an importer and distributor with offices across major Asian cities, achieved success with the launch of the World Whisky Select initiative, an event held at the Hyundai Department Store in Seoul.

Over two weeks, the event showcased a curated selection of new world whisky brands, attracting 50,000 visitors and generating over KRW200 million (£120,000) in revenue.

The Seoul event was the launchpad for the group’s global strategy with world whisky as a concept and expanding portfolio.

World Whisky Select was created to inform consumers and businesses on new production methods and the range of flavour profiles of new world whiskies, as well as giving a platform to the histories and events, campaigns, distillery tours and masterclasses of featured brands.

The portfolio features Kentucky bourbon brand Wild Turkey, and other brands include 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 immersive airline-inspired pop-up in Seoul was complete with check-in counters, boarding passes and passports, the interior of an airplane and special World Whisky glasses.

The success of this event solidifies Metabev Korea’s position as a leader in the whisky industry. Following its success in South Korea, World Whisky Select is currently available at Hong Kong’s exclusive whisky bar Stockton, where VIP guests are able to sample World Whisky Select’s range in a number of limited-time only cocktails.

In other news, we recently spoke to Roger Chan, chairman of Metagroup, who revealed his insights into the burgeoning potential of the Asian market. Read more on that here.