Diageo commenced their annual Whisky Summit in 2016, aiming to promote the development of Scotch whisky in Greater China. The two-day event includes a conference for 250 industry players, three in-depth master classes for about 150 whisky lovers, a celebration gala dinner, and a whole day guided whisky exhibition for about 500 consumers. Liquid Impact was entrusted with the 2017 Summit. Diageo gave us in-depth training on Scotch whisky and we transformed that knowledge into our design for the conference, master classes and the exhibition. The whisky summit was a success, notably the exhibition that changed a hotel ball room into a whisky museum, presenting the production process, flavors, and whisky regions. Diageo products were presented to illustrate the characteristics from each region. It was a sensory tour of whisky, not only educating on whisky knowledge, but also creating tasting and blending experiences for the attendee’s.
