The IWSC Group is excited to announce the next stage in the development of its whisky business in the US market.
With the shared goal of fostering broader and deeper appreciation of the world of whisky and to strengthen the reach and consumer engagement of our two Whisky brands, Whiskies of the World and The Whisky Extravaganza, we are pleased to announce as of January 1, 2020 we will bring these two great brands together. Creating the foremost whisky tour in the country (with events in 15 major cities in 2020) and delivering even more educational and intense sensory perception opportunities for whisky brands to connect with whisky enthusiasts across the U.S.
The two programs will become one under the Whiskies of the World (WOW) brand and will now be managed and produced by Agency 21 Consulting, the leading culinary events agency and experiential marketing firm in North America.
Over the past two decades, both The Whisky Extravaganza and Whiskies of the World (WOW) have engaged thousands of consumers and have showcased hundreds of brands, offering guests from coast to coast the opportunity to taste superlative whiskies and to meet the outstanding personalities of the whisky world. In combining their teams, into a single powerhouse tour WOW will bring their individual strengths together to create an enhanced experience for both brands and consumers with the leading events in the nation.
“This would have not been possible without the incredible support of our whisky aficionados and loyal partners year after year,” said Brett Friedman, CEO of Agency 21 Consulting. “We‘re are excited to formally merge these two iconic brands and establish the premiere whisky tour in the country.” The event will continue to offer whisky enthusiasts from the novice to the connoisseur the opportunity to explore some of the most prestigious whiskies from around the world, while also growing stronger with more fans and brands at the new-and-improved Whiskies of the World.”
“I’m thrilled to now be working with the team from Whisky Extravaganza so we can add a new level of consumer experience to all of the events and reach a wider audience” – Douglas Smith, Director of Whiskies of the World.
The new-and-improved Whiskies of the World “WOW” tour’s full schedule and city lineup will be announced in January 2020. Please visit https://whiskiesoftheworld.com to learn more.
About Whiskies of the World
As one of the largest whisky tasting events in the US, Whiskies of the World (WOW) gathers over 200 of the most fascinating distilled spirits from around the globe, along with their makers and ambassadors, to give its guests an unforgettable tasting experience. Originating in San Francisco, Whiskies of the World features a diverse portfolio of whiskies from around the world including, Scotland, Ireland, the USA, Canada, Japan and Australia. The event platform is to bring educational and intense sensory perception opportunities to whisky enthusiasts across the U.S. The Whisky Extravaganza will be merging with IWSC’s Whiskies of the World to create the foremost Whisky tour in the country, traveling to 15 major cities for 2020. Over the past two decades, both The Whisky Extravaganza and Whiskies of the World have engaged thousands of consumers and have showcased hundreds of brands, offering guests from coast to coast the opportunity to taste superlative whiskies and to meet the outstanding personalities of the whisky world. In combining their teams into a single powerhouse tour, WOW will merge their individual strengths to forge an enhanced brand and consumer experience for the premier national whisky festivals.
About Agency 21 Consulting
Founded in 2006, Agency 21 Consulting is a dynamic, full-service events and marketing agency, specializing in event management, corporate sales and fulfillment, brand activations and experiences. Headquartered in Miami, with a staff of more than 20 in offices throughout New York, Atlanta, Houston, and Dallas, the company is leading the way in its field, elegantly marrying brand integration, event production and smart marketing strategies. Agency 21’s portfolio includes nationally recognized culinary events and festivals across the country ranging from Food Network & Cooking Channel South Beach & New York Wine & Food Festivals and the Atlanta Food & Wine Festival to Cochon555/ Heritage Fire Tour, Nirvana Food & Wine Festival and Whiskies of the World Tour, among others.
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