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Munich Whiskey Market at FOOD & LIFE 2017 – FOOD & LIFE 2017 is in full swing. After the „Advance notice of FOOD & LIFE 2017“I have already told you about the Day 1 of the trade fair on January 29, 2017 As reported, yesterday, on the third day of the trade fair, the pre-opening of the Munich Whiskey Market took place. The market, which is open today and tomorrow, December 2nd and 3rd, 2017, in Hall C3, spanning a generous 2,650 square meters, is open to visitors. I was fortunate enough to attend the pre-opening and would like to give you a brief overview of the Munich Whiskey Market.

Food & Life 2017Munich Whisky MarketFoto: Marcus Schlaf, 01.12.2017

Michael Gradl – the expert on all things whisky

The Munich Whiskey Market of FOOD & LIFE

For the first time this year, the Munich Whisk(e)y Market will take place as part of FOOD & LIFE 2017. This event is suitable for the absolute whisky expert, the pure connoisseur and hobby whisky fan, as well as anyone who wants to learn more about whisky and whiskey and deepen their knowledge.

Today, Saturday, December 2nd and Sunday, December 3rd, 2017, over 20 select exhibitors are presenting around 300 different, exquisite whiskies from renowned brands, offering a glimpse into the diverse world of fine whisky aromas. Visitors can sample, fill their own bottles, and purchase whiskies on-site – both classics and limited-edition treasures are available. During the opening ceremony, I toured the hall, going from stand to stand, having everything explained to me in detail, and sampling here and there. I also had the opportunity to speak with Michael Gradl (owner of Gradls Whiskyfässla – a must-see!) from Nuremberg, who was, of course, dressed in a kilt – the undisputed expert at the Munich Whiskey Market. (If you have any questions, be sure to speak with Mr. Gradl while tasting the whiskies; he can tell you everything about whisky and whiskey, alcohol by volume, whisky quality, proper tasting techniques, and much more.).

The fair is very popular. No wonder, given the selection.

The exhibitors on site

On-site, you'll find a station with baguettes and snacks, as well as a live band playing Scottish music. The market's main focus, however, is the approximately 20 stalls, primarily staffed by producers rather than retailers. Offerings range from Scottish specialties like haggis to highlights such as Irish stew at the "MWM Inn," a bottle created especially for the market.

A look at the exhibitors:
– Dieter Kirsch (Kirsch Whiskey – The House of Whiskeys);
– Cadenhead's Whisky Market, with over 700 varieties of whisky, international rums, gins and cognacs in its assortment;
– Irish Whiskeys, specializing in Irish spirits, showcasing new Irish distilleries and independent bottlers on the market;
Whisky for Life;
– Whiskymax – Specialist in Single Malt Whisky and German importer of „Dun Bheagan“ and from the „Tamdhu“ distillery of the Ian Macleod company;
– Whisky distillery „Blue Mouse“;
– Bremer Spirituosen Contor – awarded „Spirits Importer of the Year“ three times and specializing in the import of selected whisky qualities from all over the world;

Over 300 different whiskies await you here.

– Travel cultural tours, which present whisky knowledge in a tourist-friendly way and bring whisky enthusiasts to the scene of the action;
– Woody's – Fine wood products;
– Diversa Spezialitäten GmbH – one of the most modern distilleries in Scotland;
– Sierra Madre GmbH;
– Slyrs Distillery – the distillery from Schliersee with a purely Bavarian whisky, despite its Scottish-Irish-sounding roots. (A must-try! Also available in various Munich bars and restaurants);
– Pernod Ricard Deutschland GmbH;
– Moet Hennessy Deutschland GmbH;

… also on site:
– Rehmbrand Medienservice GmbH;
– S. Riegele Brewery (beer manufactory);
– Prineus GmbH;
– Esther John KG;
– Kondrauer Mineral- und Heilbrunnen GmbH & Co. KG

Available upon entry and as a souvenir to take home.

From fruity and mild to intensely smoky, from single malt to bourbon to rye whisky, there's everything a whisky lover could want. You'll have the most fun if you go from stand to stand with an open mind, ask for advice, and sample the whiskies. The prices of the samples vary at each stand. If you particularly enjoy a whisky, you can, of course, take a bottle home with you, along with some informational material.

A lively live band will provide entertainment.

Of particular interest to whisky aficionados is the exclusive offering at the Munich Whiskey Market (MWM): a 2006 Chieftains Speyside Malt, selected by Ian Macleod and matured in a sherry cask at 66.81% ABV. Additionally, a single cask bottling, the "Munich Edition 2017," is being released by the Benromach Distillery. Act fast, as both are limited to 300 bottles each, and interest was already high on the opening day. I had the opportunity to sample both and learn the proper tasting technique (never with ice, always at room temperature, and always adding water to the whisky to adjust it to your individual taste).

Key facts and further information

Be sure to take advantage of this opportunity and stop by, even if you're not a whisky fan or connoisseur. The topic is great fun even without prior knowledge. If you're already at the trade fair and spontaneously decide you want to visit the market, that's no problem. Simply go to the market, pay €5 (an additional fee on top of the trade fair entrance), and you'll receive access as well as a whisky nosing glass engraved with the event date, which you can then take home with you. Be sure to reserve your ticket for the Munich Whiskey Market in advance, take your time, and discover something new. Learn more here!

+++ This article was created in cooperation with FOOD & LIFE. Thank you! +++
(Image Credits: Marcus Schlaf)

Contact for inquiries

FOOD & LIFE 2017 – Trade Fair for Food, Drink and Enjoyment
Website
Opening hours: November 29th / November 30th / December 1st / December 2nd / December 3rd, 2017 from 9:30 AM to 7:00 PM
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