Interview: Mr Mathieu Musnier from La Maison du Whisky - Men's Folio
Interview, Lifestyle, Wine & Dine

Interview: Mr Mathieu Musnier from La Maison du Whisky

  • By Henry Boen

Running for its seventh edition, La Maison du Whisky presents Singapore’s biggest whisky event of the year: Whisky Live 2016. The event promises to present a line-up of  tastings and masterclasses from different prolific experts in the industry. We had the privilege of interviewing the General Manager of La Maison du Whisky Mr Mathieu Musnier on the future of Whisky Live.

 

How has the whisky appreciation scene grown over the years in Singapore / Southeast Asia?

Whisky and spirits enthusiasts in Singapore have been very dedicated in the exploration and growth of whisky appreciation. The general understanding and knowledge about whisky and craft spirits is already advanced among these fans, and will without a doubt rival those from traditional markets very soon.

There has been a noticeable rise in the Asian market for the demand of the spirit, and this increasing affluence in Asia creates a demand for high-end whisky for collection, personal enjoyment or even investment. A growing number of distilleries have also been eyeing the growth of the middle class in Asia. 

Additionally, we notice that with the younger generation, whisky is no longer a typical ‘masculine’ indulgence. In some events, we have more women coming to us and they are very eager to learn.

Whisky Live 2016 is the 7th installation in Singapore. What can guests anticipate or expect from this year’s Whisky Live event?

We are very happy and excited with the line-up of distilleries this year. There is a significant increase in exhibitors, especially big and iconic distilleries such as Macallan, Kilchoman and Littlemill who are joining us this year for the first time. Guests can also look forward to visiting last year’s favorites, such as Teeling and Nikka, again. Whisky Live is about discovering the big stars of tomorrow and seeing established distilleries from a new perspective, and I believe that we have reached that goal this year.

How do you ensure that the event stays interesting and exciting for the increasing number of guests attending each year?

It is important to grow, improve and offer new attractions each year. For 2016, we are proud to introduce our guests to the four different zones at the venue for a holistic experience: The main Whisky plateau, the Tasting Room (for Rum and Brandy), the Patio (for live experiences and food) and the Erasmus Bond Cocktail Zone.

For the first time in Singapore, we welcome prolific Whisky writer Dave Broom to Whisky Live. He will be conducting several masterclasses as well as book signing sessions. We are also excited to present a new bar experience for attendees with the recreation of the extremely talented Bar Trench from Tokyo, helmed by Master Mixologist Rogerio Igarashi Vaz. Executive Chef of the Capella Hotel Singapore David Senia has also curated a very special menu for our guests, which we believe will bring their experience with whisky to a whole new level. Potato Head Folk will also offer tasty burgers for a small fee.

On the cocktail front, crowd-favorite Monkey 47 has prepared a very intense weekend with some of the island’s best bartenders, and guests will definitely be spoilt for choice with the return of our most popular Whisky Live Pop-up bar, where 10 of Singapore’s best bars take turns to make the best cocktail for Whisky Live. Ultimately, we want our guests to enjoy themselves with the best experience at Southeast Asia’s largest whisky and spirits show.

Asian whiskies have been rapidly gaining popularity in recent years, bagging awards at an international scale. What do you think this signifies in terms of market trends?

In recent years, many talented distillers realised that they could make great whiskies like how the distilleries from Japan have done – as long as they can acquire a good supply of raw materials and a source of clean water in an adequate climate.

There are whiskies from more than 20 countries currently available in Singapore and there is an increasing number of enthusiasts who are willing to discover products from these markets, knowing that the next golden nugget might come from the most unexpected location. Whisky Live is no exception as we welcome great whiskies coming from traditional whisky markets (such as Scotland and Ireland) as well as new ones (such as Taiwan and India).

Do you foresee more Asian-made whiskies at Whisky Live in the near future?

In the immediate future, I know that existing Asian distilleries will come to Whisky Live in bigger statures. The current demand for these products is often higher than their production capacity and most importantly, consumers really like their whiskies. As for having more distilleries joining the event, only time will tell where the next great whiskies are going to come from.

Find out more about Whisky Live 2016 here.