Enroll in Dewar's Academy of Whisky
The school you've always wanted to go to

You can't teach old dogs new tricks ... or can you? Despite China's storied history, whisky is a relatively new drink in these parts, which is why Dewar's is planning to show it the best-tasting trick seen in recent years. As part of its launch into the Chinese market, this Scotch-maker is pumping up patrons with an educational showcase to teach drinkers how to properly appreciate special label Dewar's 12. Luckily for us, they've pulled out all the stops, offering hands-on whisky labs, a 3-D interactive classroom and an indulgent bar and lounge for connoisseurs.

If you're eager for a night of fun and drinks, and are lucky enough to be extended a classroom or VIP event invitation, then head to the New Factories. The interior appears to be something out of a sultry art exhibit. Several walls are lined with amber curtains and the rooms are minimally decorated in deep red, eliciting a modern feel that compliments the framed photos of whisky hung along the walls. Creator Mark Harfield explains the atmosphere as "a juxtaposition between traditional old world gentleman's club and modern contemporary edginess." And, one must admit, he's more than achieved this vibe.

Visitors head into the "classroom"–a group of desks wedged in a corner of the exhibit surrounded by a panoramic three-sided television screen–where they watch the interactive lesson taught by video guides. "Students" can pose questions to a flesh-and-blood brand ambassador afterwards. The material thankfully skips over the math and history and goes straight to science and art–that's to say, the science of whisky production and the art of refined tasting.

After the presentation, saunter over to the bar and sample one of the Scotch whiskies on hand, either on the rocks or in a whisky-based cocktail. Quiz one of the bartenders on all-things Scotch (whisky) or analyze the whisky production process as you make your own blend, complete with lab coats and test tubes. What better way to spend the night than an educational drinking forum? Check out here for more information, photos and a chance to snap up one of the invites to the upcoming CW VIP event.



Posted Aug 15th 2007 11:47a.m. by shanghai_cw
filed under Features

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