Posts Tagged: whiskyfest Results 6
When WhiskyFest announced in 2011 that it would move to a weekend format, the Forward noted that it would be abandoning traditionally-observant Jews who made up a significant proportion of the attendees.
October has come, and the warmth of the summer has fled those parts of these United States that only carry it seasonally. While Florida and California continue to sip their sparkling white wines, other regions are looking forward to that most enticing of prophylactic belly-glows: whisky.
The largest whisky event of the year took place last weekend at the Marriott Marquis. Stretching from sundown Friday to a later Saturday night, WhiskyFest NY was attended by hundreds of aficionados of the pungent malt. Sadly, I couldn’t make it this year, but I managed to stop by the first so-called “Whisky Jewbilee” run by Single Cask Nation just before the weekend.
The extra nights refer to no Hanukkah miracle, but the (expensive) extension of WhiskyFest New York. As I reported on November 11, in response to heavy demand for tickets Malt Advocate has decided to move WhiskyFest from a Tuesday night to a whole weekend and to rename it WhiskyFest Weekend New York.
With a $675 price tag and a Friday night start time, it seems like the demand and the demographic for next year’s event will be different from previous ones. Granted there are many more sessions to attend and granted you can also sign up for a “Grand Tasting” on either Friday or Saturday night for around the same amount as the 2011 event ($175 if you book before July), but it seems there’s no hope for Sabbath-observant Jews trying to make it to a “Grand Tasting” on a week when Sabbath does not end until 6.30pm.
Convincing ten straight men to talk seriously about an artisanal product for half an hour is like pulling teeth: Convincing 2,000 straight men to pay over $100 each to discuss nuances in its process and product for three or four hours on a Tuesday night, is marketing gold. And that’s the genius of WhiskyFest New York (and Chicago and San Francisco) — getting a crowd of men to approach a premium, gourmet product as if it were baseball.