Primedia Revolutionizes the world of whisky

Primedia revolutionises the world of whisky


Johannesburg, 19th April 2012, Primedia, South Africa’s leading media group today announced their successful acquisition of the ‘Whisky Live Festival’, the world’s largest, liveliest and most entertaining whisky festival which takes place in November each year. Regularly held in global cities like London, Paris, Tokyo and New York, the FNB Whisky Live Festival is regarded as the world’s ultimate place to live, breathe, experience and learn to love whisky.


Primedia boasts a significant number of advertising platforms and is very active in the sports marketing and entertainment arenas. With its substantial experience in brand building and experiential marketing, the acquisition of the Whisky Live Festival will be a valuable addition to the Group.


“Primedia is delighted to have acquired such a world renowned, prestigious festival brand, and we are looking forward to working closely with the Whisky Live Festival team to take this exciting offering to new markets” said Geraint Crwys-Williams, Group Commercial Executive. “The FNB Whisky Live Festival is the largest whisky festival in the world, attracting over 18,000 South African brand conscious consumers annually and this transaction represents the first of further steps Primedia will take in the exciting events and entertainment space.  Event co-founders and creators, Karen Chaloner and Sian Neubert will continue to remain in charge of running the business in its entirety but will have access to the multiple assets within the Primedia Group.”


“In order to realise our vision we needed a strong strategic partner to unlock the untapped potential within the business.  The marriage with Primedia enables us to do this, bringing increased value to all stakeholders.  This year, we celebrate our 10th anniversary so the timing is perfect to take the event to the next level.”  said Karen Chaloner


“Our goal is to constantly access new whisky consumers by amplifying and accelerating the scale of the Whisky Live Festival brand through category education and conversion. Event hospitality and ten year anniversary after- parties will be some of the innovations incorporated into the Whisky Live Festival lifestyle experience,” added Sian Neubert.





About Primedia:


Primedia is a privately owned media group and has an established portfolio of businesses within the advertising and content sectors of the media industry. The advertising businesses are located principally in South Africa with a broad base of assets including radio broadcasting, outdoor advertising, sport, shopping centre, commuter and other out of home media opportunities throughout traditional and non-traditional media sectors.


Primedia is also actively engaged in developing products and advertising solutions in the digital arena through the Primedia Digital Division incorporating the Group’s creative, internet and mobile businesses.





Media Queries:


Natasha Terlecki

Head of Public Relations

Matchworld – a Division of Primedia

+2783 677 9090