Whisky Live Festival South Africa

Yesterday on the Facebook page  I posted that the FNB Whisky Live Festival has new owners. The festival is huge in South Africa and any major change is something we should look at, closely, to see how this affects whisky lovers.  The uberwhiskychicks – ignore the political incorrectness, I’ve known them for years so can call them that – run a very good show and I’m sure that linking up with the Primedia muscle is going to work wonderfully for whisky lovers here.

Below is the full email release:



Primedia, South Africa’s leading media group, has just announced their version of retail therapy (and, oh, what retail therapy it is!): the acquisition of the Whisky Live Festival. And we’re excited! Read on to find out how Primedia plans to join us in revolutionising the world of whisky – one taste at a time.

“Primedia is delighted to have acquired such a world renowned, prestigious festival brand, and we are looking forward to working closely with the Whisky Festival Live team to take this exciting offering to new markets,” said Geraint Crwys-Williams, Group Commercial Executive for Primedia.

“The FNB Whisky Live Festival is the largest whisky festival in the world, attracting over 18,000 South African brand conscious consumers annually and this transaction represents the first of further steps Primedia will take in the exciting events and entertainment space. Event co-founders and creators, Karen Chaloner and Sian Neubert will continue to remain in charge of running the business in its entirety, but will have access to the multi-assets within the Primedia Group.”

As Karen Chaloner explains, “In order to realise our vision we needed a strong strategic partner to unlock the untapped potential within the business. The marriage with Primedia enables us to do this bringing increased value to all stakeholders. Add to that the fact that this year we celebrate our 10th anniversary, and the timing couldn’t be more perfect to take this already much-loved ‘must-attend’ event to the next level.”

“Our goal is to constantly access new whisky consumers by amplifying and accelerating the scale of the FNB Whisky Live Festival brand through category education and conversion,” explains Sian Neubert. “Event hospitality and the 10-year anniversary after parties will be just some of the innovations incorporated into the FNB Whisky Live Festival lifestyle experience.”

Primedia, a privately owned media group with an established portfolio of businesses within the advertising and content sectors of the media industry and a broad base of assets including radio broadcasting, outdoor advertising, sport, shopping centre, commuter and other out of home media opportunities, is perfectly positioned to help Karen, Sian and the FNB Whisky Live Festival team achieve all that they’ve envisioned in their quest to find the next great dram.

But exactly how will this affect you, the festival-goer?

Here’s just one example of the new offerings you can expect from the FNB Whisky Live Festival partnership with Primedia:

Corporate Hospitality Packages with Warwick Hospitality
If you’re looking for a tailor-made whisky experience, offering pre- and post-whisky entertainment, you can now sign up for one of the new hospitality packages. Geared for corporates and whisky fans, these will cater to groups of up to 20 people.

Packages will get you:

  • A complimentary bottle of whisky for you upon confirmation of your booking;
  • Pre-show whisky tasting and snacks for you and your guests;
  • Free venue parking for you and your guests;
  • Fast track entrance to the FNB Whisky Live Festival Tasting Hall;
  • VIP access to the Whisky Lifestyle Lounge, which includes whisky cocktails, dinner, and a privately hosted Whisky Boutique Bar;
  • A chauffeur-drive home.
  • Plus a WLF 10th anniversary memento

Sound good? No doubt! Look out for further details on our website or email your contact details to contact@whiskylivefestival.co.za and we will email you all the Hospitality Package details.

Plus, if you are looking to make a night of it, tune in next month for an update on the 10th anniversary WLF after-parties on each Friday night of each show. The buzz words are “Glam and Swagger to the power of 10!” Watch this space…