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Whisky Advocate Is Launched

September 21, 2011

Newly redesigned and renamed, the former Malt Advocate magazine begins new era

In 2010, M. Shanken Communications acquired Malt Advocate, a well-established magazine for the whisky enthusiast and sponsor of the WhiskyFest events across America. Under the direction of John Hansell and Amy Westlake, the magazine has now been retooled for a wider consumer audience.

“With the new redesign and broader-interest articles, we hope to greatly expand our readership,” John Hansell told SND. “The magazine now has a luxury look and feel, similar to its sister publications Wine Spectator and Cigar Aficionado.”

The newly renamed Whisky Advocate has hosted tasting events across America for many years, attracting thousands of whisky lovers. The next WhiskyFest will be held in San Francisco on October 7, followed by a WhiskyFest in New York on November 1. The New York event has been sold out for months.

The redesigned Whisky Advocate was introduced to wine and spirits industry executives last night at the Market Watch Leaders dinner at the St. Regis Hotel in New York. Marvin R. Shanken, chairman of M. Shanken Communications and host of the dinner, said he’s very excited that the company portfolio now has its own spirits magazine for consumers. “We plan to make major investments in this title, because we think the time for a whisky magazine is now,” he said.

“In recent years, whenever I would visit wine shops across America, I would see big window displays and vast selections of whiskies,” Shanken added. “When I asked retailers why they stocked so many whiskies, their answer was always the same: because they sell. I then asked who was buying them—particularly as so many of them are high-priced. Their answer: the same people who buy fine wine.”

The newly redesigned Whisky Advocate will include stories related to the good life for whisky lovers, including unusual bars and restaurants, travel to locations where great whisky is made, and associations with other fine products, including cigars. “The interest level and market for single malts and whiskies in general is booming,” Shanken said. “The opportunity for Whisky Advocate is unlimited.” Subscribers should go to: www.thewhiskyadvocate.com.

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