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IWSC Group becomes ‘leader in whisky’ with acquisition

Events company takes on US-wide event, Whisky Extravaganza in latest growth strategy

Pictured: Allen Gibbons, IWSC Group CEO

London-based IWSC Group says it is now the leading organiser in both the US and UK for whisky festivals, after acquiring US-based Whisky Extravaganza.

The events company, famed for the International Wine and Spirits Competition, has rapidly grown within the food and drinks sector this year as it strives to dominate the food and drink industry.

The acquisition of Whisky Extravaganza takes the number of whisky events in its US portfolio to 15, and IWSC Group says it is now the leading organiser of whisky events on both sides of the Atlantic.

Group CEO of the IWSC Group, Allen Gibbons, said: "We’re pleased to welcome the Whisky Extravaganza into our portfolio; it’s a step that demonstrates our ongoing commitment to helping build closer ties between the whisky industry and those who enjoy its products."

The acquisition comes after IWSC Group launched the Beer Awards in March and acquired the New York Craft Beer Festival in June; partnered with culinary event Cochon555 Tour and entered the arts scene with a partnership with The Art Conference (TAC).

It's newest addition, The Whisky Extravaganza, hosts distilling workshops and whisky appreciation events in 10 cities across the US.

Gibbons added: "The US is the world’s second largest whisky market by volume so the opportunity is considerable. We are keen to continue to tell the story of whisky to enthusiasts and newcomers alike, helping whisky companies to engage with more people on a deeper level; The Whisky Extravaganza takes us further on this journey."

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