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The GlenAllachie Distillery pop-up in Seoul

15 May 2024

Billy Walker in Seoul

Master Distiller Billy Walker recently visited Seoul in collaboration with Metabev, our official importer and partner in South Korea. An extensive and exciting schedule was planned, involving numerous YouTube, press, and Social Media interviews, including GQ Korea and Drinking MJ.

Kicking off the few days spent in Seoul, Billy Walker hosted two VIP masterclasses at the Conrad Hotel. Each masterclass involved 210 participants, where Billy showcased the GlenAllachie core range alongside the White Heather and MacNair’s Boutique House of Spirits portfolio. To add to the excitement, guests were treated to a unique opportunity to sample some exclusive whiskies, including the GlenAllachie 30-year-old and an unreleased Single Cask, which will be bottled in commemoration of the occasion. The evening allowed Billy and Andrew to unwind at a VIP dinner for guests of Metabev.

Billy Walker in Seoul

The following days were focused on a monumental and spectacular GlenAllachie pop-up at The Hyundai Shopping Centre in Seoul, which Metabev invested heavily in to create an impressive and immersive experience for attendees. The time and effort that went into the pop-up’s success was second to none, with numerous tasting events and masterclasses that highlighted the exciting and fast pace of the Korean whisky market at the moment, which GlenAllachie is proud to play a part in.

The pop-up was a mini adaptation of The GlenAllachie Distillery and featured a bar, masterclass tasting table, and a dunnage-style cask layout that served the optimum photo opportunity. The design was truly immersive for any visitor. Billy Walker visited over three days and gave GlenAllachie fans the chance to meet him and have their bottles signed. Each day allowed for 20 people to have this unique opportunity, which drove demand, seeing people camp out overnight to make sure that they were one of the 20 that day to meet Billy.

Billy Walker in Seoul

Each day at the pop-up there were numerous tasting events, masterclasses and opportunities to purchase GlenAllachie bottles as well as limited edition merchandise.

We would like to thank Metabev, for facilitating these impressive events and for supporting our whisky in all they do. We look forward to our next visit.