More than two thirds of the tickets sold for Whisky Stramash, which is set to take place in Edinburgh’s Surgeons’ Hall on May 26 and 27, so far have been snapped up by 28 to 40 year olds.
The event will feature molecular experiments focusing on whisky, a murder mystery sponsored by Jura and a cocktail pod with some of the UK’s top mixologist creating whisky-based cocktails.
Darroch Ramsay, founding partner of the event, said it aims to challenge people’s perceptions of Scotch as being “traditional and stuffy”.
“Breaking down barriers and challenging people’s perceptions of whisky is exactly why we’re doing the Stramash,” he said.
“We want people to leave the event having got rid of all the stuffy pretentiousness and ‘it’s what my dad drinks’ [opinion] that goes along with whisky.
“Events like Whisky Picnic have been fantastic at helping change the attitude of the trade and we want to take that further to consumers.
“It won’t be an overnight change, but it all helps in the long-term development of Scotch in the UK.”