Whisky Live Paris, how it become the world's most important spirits event

15 luglio 2025

Since its launch in 2004, Whisky Live Paris has grown steadily, drawing an ever-increasing number of exhibitors from around the world, along with passionate visitors drawn to whisky, rum, mixology and a wide array of spirits and liqueurs. Today, it stands as the largest and most influential event in the industry. Let’s retrace its journey with Thierry Benitah, Director of La Maison du Whisky and the visionary behind the event.

Whisky Live Paris officially began in 2004 and celebrated its 20^th anniversary last year with record-breaking attendance. But as Thierry Benitah explains, “When I joined La Maison du Whisky in February 1995, my first goal was to better understand who our end customer was. At the time, we were a retailer with one store, my father was still running the company, and we didn’t have the tools we have today: no internet, no social media. So, to better understand our clientele, I decided to organize a tasting event in early autumn, between September and October, just before the holiday season: the Paris Whisky Festival. We used our customer file and sent out paper invitations – yes, it was still done that way!”

“We were stunned when, instead of the 500 people we expected, 1,500 showed up. Only Jean-Marc Bélier and I were in charge of organizing it – he managed the Paris store at the time – and it was a bit of a nightmare: we had a beautiful, large hall, and we had to personally open bottles and serve guests.”

The first event was such a success that Thierry and La Maison du Whisky decided to make it an annual appointment. Attendance grew steadily, reaching over 22,000 visitors in 2024.

At the time, the French trade show scene was virtually non-existent, and the Whisky Festival was one of the few events to gain national traction. In 1997, the launch of the website whisky.fr became another key growth driver for La Maison du Whisky.

In 2003, the festival moved to the Palais de Tokyo, a spacious high-profile venue that offered ideal conditions for expansion.

“The year before, we had signed a deal with Paragraph Publishing for the French edition of Whisky Magazine,” Thierry recalls. “One of the reasons is, Paragraph also organized Whisky Live in London and Tokyo, so they suggested changing the event’s name from Paris Whisky Festival to Whisky Live Paris. It was a great opportunity because Whisky Live had a broader audience, greater recognition, and sounded more international. That’s how the first official Whisky Live was born in 2004.”

The whisky.fr website was crucial for ticket sales at that time: “We didn’t sell much online then, but surprisingly, 80% of Whisky Live tickets were sold through the website. Today, we use a professional ticketing service, and most people buy through our ticket partner. It’s a completely different world: what happened between 1995 and 2004 tells the story of the transition from a non-digital to a digital age.”

With Whisky Live and La Maison du Whisky growing in tandem, Thierry clarifies: “La Maison du Whisky grew with Whisky Live, and Whisky Live grew with La Maison du Whisky.” He adds more on the event’s content: “Originally, Whisky Live was at least 90% whisky, reflecting the 2004 French market. It was truly our event: a space to express our vision of the spirits market. Our focus was on premiumization: niche products, limited editions, unique experiences. Back then, world whiskies from non-traditional producers outside Scotland and Ireland were rare. Just five years later, they made up 20% of the show.”

The event’s evolution was constant, and so was the audience’s growth: “At first, Whisky Live was primarily for consumers, with a few top-tier French retailers. Key partners like Diageo, Pernod Ricard and Moët Hennessy were already part of our ecosystem. As we grew, we went from 1,000 to 2,000 clients, extending the event from two to three days. Fifteen years ago, we added a professional-only day, a necessary step as we moved into wholesale and supermarkets. Major external brands, especially competitors, were particularly attracted by professional-only days in order to connect with cavistes, bartenders and distributors.”

By 2010, Whisky Live’s competitive edge was clear: “We had a big platform that allowed us to operate B2B and B2C, creating multiple layers. The event, that was originally whisky-only, now includes rum, tequila, mezcal, cocktails and even saké. The common thread remains La Maison du Whisky, so it’s not a neutral connection. That’s why we ensure coherence and relevance for everyone, not just us.”

Finding the right venue has also been crucial, according to Thierry: “Now that we’re at La Villette, we have much more room to grow. It’s structured like a village, offering more comfort and space.”

One of Thierry’s favorite memories is, however, from another location: “The first time we held the event at Palais Brongniart – France’s stock exchange – was emotional for me. I started my career there as a trader. The fun part? The VIP room was exactly where I used to work.”

Another vivid memory involves the debut of the Cocktail Street: “We recreated the ambiance of Tokyo’s iconic Trench Bar with a mini replica, in partnership with the bar and Nikka, our main brand.”

Innovation at Whisky Live never stops, often anticipating trends. Last year saw the launch of Patio des Agaves: an experiment aimed at introducing the agave category to the still-emerging French market.

“We also held the first French Drinks Award, our first competition ever. Whisky Magazine UK, which organizes the World’s Drinks Awards, asked us to manage the French segment. The whisky award ceremony was held in the Eiffel Tower: a spectacular setting. We’ll repeat it this year, expanding to all French spirits categories: cognac, armagnac, calvados, liqueurs, gin. That’s not easy in France, especially with cognac and armagnac. We’ve also created a new area, called Pavillon France, inspired by the World’s Fairs. Today, French spirits, especially organic and local ones, are trendy among younger generations.”

The Pavillon France will become a strong communication platform, attracting new brands and fueling further growth. “I’m sure the media will love this new dimension; French spirits are a hot topic right now.”

Changes are also coming to the VIP section, where high-end spirits are showcased, as it will expand by 500 square meters. “These tickets, priced from €130 to €200, sell out in a few weeks. Last year, we sold 2,600 VIP tickets: 1,500 for Saturday and 1,100 for Sunday. On Monday, the day reserved for professionals, all areas are open. The Rum Gallery will also receive a refresh.”

Thierry is also pushing for a more curated Food Market: “So far it’s been street food-heavy, and I believe we need a more gourmet approach. This year, we’ll introduce a larger food stand with tables, next to the market, serving dishes paired with cocktails or spirits. Three chefs will rotate daily.”

The Cocktail Street, the lively outdoor zone that is open to non-ticket holders too, will feature a Japanese-style bar from Kyoto.

Another major 2025 addition will take place in the Auditorium below La Villette. With 300 seats and a double entrance (from inside the venue and at street-level), it will be open even to those not attending the main event. “We’ll host four different events there from 6:30 to 8:00 p.m. On Friday, before Whisky Live officially opens, we’ll hold the French Spirits Award ceremony. On Saturday and Sunday we will unveil world-exclusive launches of a whisky and a rum: major moments, although we can’t reveal too much just yet.”

The program will continue and finish with the Kura Master, the first saké sommelier competition in France, which will be held on Monday. “This is very important for us, as it will attract sommeliers and restaurants to Whisky Live.”

And of course, there will be space for Velier: “On Saturday and Sunday, from 12:00 to 6:00, we’ll turn the Auditorium into a Movie Theater, screening videos from Velier’s discovery journeys that spotlight unknown regions, cultures and authentic spirits.”

A staple of Whisky Live remains its Masterclasses, which feature the industry's top names and are always kept under strict confidentiality until launch.

The dates for Whisky Live 2025 are September 27 – 29, at La Grande Halle de la Villette.