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Issue 104 - The Masters

Whisky Magazine Issue 104
June 2012


This article is 6 years old and some information provided may be time sensitive. Please check all details of events, tours, opening times and other information before travelling or making arrangements.

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The Masters

Joe Bates looks at what's happening in the Asian market

This is Asia's century, or so economic forecasters and social commentators keep telling us. The balance of power within the global travel trade seems to be inexorably shifting eastwards. Many are predicting that 2012 will be the year when Asia finally overtakes Europe as the world's biggest travel-retail market.

If proof were needed of this trend, look no further than DFS Group's recent Master of Spirits II event, which was held at Singapore's Grand Hyatt hotel.

Attended by media and hundreds of invitation-only guests, this gala event attracted the great and the good from the whisky and wider luxury spirits worlds.

The roll call of top brand ambassadors making the long trip out East to give talks, tastings and master classes at this event included Glenfiddich global ambassador Ian Millar, Johnnie Walker global brand ambassador Jonathan Driver, The Dalmore master blender Richard Paterson, and David Cox, director of fine & rare whiskies at The Macallan.

As for the products themselves, some S$1m (£631,600) worth of rare and collectible spirits, wines and Champagnes was up for grabs at the event. Afterwards, DFS Group transferred the collection (carefully, we trust) to Singapore Changi airport's Terminal 3, where they were displayed on the concourse for the entire month of April.

How many of these rare spirits and wines actually got sold on the night has yet to be announced. As this was the second time DFS has put on this show, it is a safe bet that there must have been som...

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