There will be around 30 stands in the Ovalhalle and Area 21 in Vienna's Museumsquartier this weekend (October 17 and 18, 2024) dedicated to whisky. In addition to classic varieties, visitors can also sample one or two unusual creations.
The Vienna Museumsquartier, which is still colloquially referred to as the trade fair palace, especially by the older generation, is currently hosting a small trade fair, the "Vienna Whisky Festival". This is all about the alcoholic beverage that gives it its name. However, the entrance fee only includes three samples, which can be redeemed at very specific stands. For all others, tokens must be purchased at a counter run by the organizer HSG Events. These serve as a kind of "currency" for paying the exhibitors.
The focus is on sales by the exhibiting dealers
The main focus of the stand operators is of course on sales. Small quantities can be taken away immediately, provided they are in stock, against immediate payment (in most cases cash and card payments are accepted in addition to tokens). Of course, larger orders are also gladly accepted and then delivered or, if close to the visitor's home, kept ready for collection. This makes the "Vienna Whisky Festival" a very original trade fair, because in the days before the Internet, exhibitions were always about presenting products and selling as much as possible so that nothing had to be taken back to the company headquarters, because ideally you needed the space for the many completed and signed order forms.
The "Vienna Whisky Festival" is a classic sales fair, but there is absolutely no pressure from the exhibitors. No one is spoken to in an annoying manner and no one is talked into anything. Why should they be? The dealers already make money from every sample, because they are subject to a fee. At first glance it may be confusing, because you pay to enter, but it also has its positive side, because visitors then consume more consciously and do not see such an event as a reserve substitute for the excesses that have been moved to Golden Sands (near Varna), which previously took place on a well-known beach on a well-known Spanish island. In any case, this policy of the organizer HSG Events has had an extremely positive effect on the general standard, which can definitely be assessed positively.
Entrance area could be more obvious
However, there are some points of criticism. For example, the entrance area should be "advertised" in a more understandable and prominent way, because a few barrier tapes, a chip stand and a car parked by sponsor Lexus do not exactly give the impression when walking past that an interesting event is taking place inside. As the saying goes, location, location, location is everything. Exactly, in this location in particular, you can still generate income on weekends from walk-in customers who knew nothing about the event, because tickets are also available at the box office on the evening. But to do this, the entrance area should be made a little more conspicuous and perhaps the operator of the chip stand should be advised, because unlike the Vienna Whisky Festival, they have put up a few folding signs...
Of course, there is also a roll-up from the organizers advertising their event, but it was unlit on Friday evening and placed in such a way that you hardly notice it at all when you walk past. Be that as it may, the two exhibition rooms were still extremely full, if not almost overcrowded. This led to waiting times at the stands at certain points, and of course there were long queues where there were free drinks, but that is really not surprising.
There was definitely no shortage of seating. Compared to the spirit festivals that the same organizer held a few weeks ago in the Ottakringer Brewery, there have been significant improvements. If it gets too warm or stuffy inside, there are also standing tables in the courtyard that invite you to sit together.
Next edition in the Ottakringer Brewery
All in all, the "Vienna Whisky Festival" is an interesting opportunity to get to know one or another exotic and/or exclusive variety. Since it is a sales fair, it is a good idea to think about Christmas now, or a milestone birthday, a retirement or a special celebration. But that is not a must; if you just want to taste, you have to pay for it, but you are not obliged to buy a bottle or anything like that.
The rooms in the former trade fair palace are a bit cramped and, especially given the fact that the Museumsquartier also has much larger halls available, it is a bit questionable why the organizer did not book them. The next edition is scheduled to take place in April 2024 and then in the Ottakringer brewery, where the approximately 30 stands can most likely be placed much further apart so that visitors have more space, which is ultimately an advantage for the exhibitors.
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