Whisky Is Alive: The Whisky Live Paris 2025 Review
Rhona, Nic and Mark were back at Whisky Live Paris last week on our annual search for insight. We were keen to see how the world’s whisky brands had reacted to a challenging year. And, in the name of research, to taste the evidence.
Here’s what stood out for us.
With 12 fewer Scottish stands than last year, and with some notable names missing, the floor felt different. With a lot more room to fill, other regions stepped up – giving the event a much more international feel. While Scotland was still the heart, it wasn’t the only beat in the room.
We watched a roundtable discussion with seven Japanese distillers and got a sneak peek into their new national whisky legislation. It felt like a big move for a growing scene. Twenty years ago there were fewer than ten Japanese distilleries. Today there are over 150. That growth has brought growing pains, not least the issue of counterfeit whisky, but these new rules are set to bring order and prosperity. It will take time, but the ambition is clear: to become a whisky powerhouse where integrity matches craft.
For an industry obsessed with innovation there was A LOT of déjà vu in Paris. Many stands were almost identical to last year, with the same set pieces and visual tropes. How many more times can we get away with bottle-shaped cutouts, big neon logos, and rolling fields of barley, before our punters switch off?
Experiential can be challenging in a limited space with high footfall. But even small (and smart) touches at stands made a huge difference. What people wear. What they’re handed. What they taste between tastings. It can take a whisky from ‘just another one’ to ‘THAT one’. Like the Finnish whisky that was ‘born in a sauna’ where the team wore bathrobes and slippers. Or the beautiful little booze-soaked sponge cakes that went perfectly with the pistachio liqueur. We were struck by the lack of digital displays or screens in the main hall, though. A venue rule, maybe. But it felt like a missed opportunity to tell more of a story.
The biggest opportunity to create an experience was at the Masterclasses. Away from the noise of the main hall with a captive audience that CHOSE to be there, it was a perfect chance to connect. Not just a tasting and a Powerpoint. But rather something unexpected that people would remember after endless tastings in the Main hall.
Whisky Live Paris 2025 felt like a year of change and, somehow, no change at all. We had a great time, tasted some great whisky, and saw some really inspiring stuff. But we also saw a lot of missed chances. Across the three days there are so many opportunities for brands to stand out and be remembered.
If you want to talk about sharpening your brand or your presence for next year, or you just want more juicy details – give us a shout. We’re happy to share the inside scoop over a drink or two.