Spirit of Speyside Virtual Whisky Festival

Spirit of Speyside Whisky Festival is Scotland’s largest whisky festival, but when COVID-19 struck they found themselves unable to host an in-person event. Determined to keep the spirit of the festival alive, they turned to SPEY for help with organising and promoting a virtual whisky festival instead.



We needed to capture the buzz of the festival, but online, and attract whisky fans from all over the world. Using Airmeet, we designed a virtual conference complete with a networking lounge, sponsor booths and over 60 events for attendees to tune into over the four day festival.

We supported this with media outreach, securing 49 pieces of coverage across local, national and lifestyle media. We also published content to highlight key events, working with key influencers to run exclusive ticket giveaways for whisky lovers. And our team ran extensive briefing sessions for the 90 speakers involved to ensure everything ran smoothly on the day.


We proved that a global pandemic was no barrier to running a successful, international event and bringing people together to celebrate a shared love of whisky. Our work helped secure:

    • 700 attendees from 15 countries

    • 800 tasting kits sold

    • 49 pieces of coverage

    • 316k estimated coverage views

    • 18.7 M online readership

    • 125k estimated online views

    • 130% uplift in social media audience

    • Over 1k messages received

    • 290k impressions

    • 482 social shares

    Awards Judging 2019 58