Ah, whisky. Usquebae, usquebaugh, usquaebach, uisge beatha, aquavitae – all these Gaelic and Latin words associated with whisky translate to ‘water of life.’ It’s a fitting name for that precious elixir we all love, and perhaps even more fitting for the name of a whisky event that raises money for a charity that fights to save lives.
A few years ago, Dr. Matthew Lurin, an emergency medicine physician and whisky enthusiast in New York City, decided to create his own whisky event: Water of Life. “My friends knew I could throw a good party, and encouraged me, “ says Lurin. “A few of us sat down over whiskies and cigars, trying to come up with a new show that we all would love to attend. At its onset this was something that I wanted to be fun for everyone involved, and since I already had a full time job, I did not want to do this for my own profit.”
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As many can attest, most whisky events consist of wandering up and down aisles of booths represented by brands pouring out measured selections of their lineup. They do this while attempting to provide sufficient information about what’s being poured as other eager attendees shove sticky glasses in their way, demanding to know which bottles on the table are the rarest or most expensive.
Lurin, a seasoned whisky event attendee knew he had to offer something unique to the experience. “The one problem a few of my friends have with some other whisky shows is that they have gotten so popular that its difficult to get the attention of the ambassadors to ask questions, and often folks are elbowed and pushed away from their desired pours. It reminds me of the old Yogi Berra quote, ‘That place has gotten so crowded that no one goes there anymore.’”
So while there is a thirsty crowd, no one at Water of Life is elbowing each other out of the way – as there are no booths per se. Instead, attendees are each assigned an appointed time to sit at a table with a brand ambassador and taste through as much as they care to of a lineup, all calm and civilized like, until it’s time to move on to the next table. In effect, it’s speed dating with whisky.
“The speed dating format was an essential part of making us different. I had seen the term ‘whisky speed dating’ at a great tasting in Las Vegas, the Nth. This was just one part of multi day event, and included a handful of ambassadors and guests. Immediately my mind started imagining a larger event with several brands and a much larger number of guests all going on their simultaneous dates. A night with hundreds of mini-master classes seemed both ambitious and cool, and our format was born. The term whisky speed dating is a bit tongue in cheek, but since I have always thought part of the reason I go to whisky shows was to learn of potential whisky loves, it actually makes sense. And the fact that each table has unique snacks to pair with their whiskies make the event that much more special.”
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The event space has changed to accommodate a larger crowd, and this venue change also allows for other creative ways to enjoy whisky. Says Lurin, “This year we will be in the incredible IAC Lobby, and have some amazing plans to take full use of the video screens. Ever want to walk through a Scottish distillery, but unable to do so? Maybe you will get a chance at a VR experience. And if not, at least you will get to watch, and drink some wonderful drams. And don’t forget to make your way outside for our live blues band straight from Scotland for your listening pleasure during your dinner break or cigar hour!”
As for the whisky itself, there’s a lot to look forward to. “We have added several American whiskeys, Indian whiskies, Japanese whiskies, Irish whiskies and several Scotches that we have been recruiting for the past few years. New brands, such as Balcones, Glendronach, BenRiach, Glenglassaugh, Paul John, Glen Scotia and Loch Lomond are so excited to join the family that they were among the first brands to sign up for our third edition.” For WOL veterans who might have missed a few drams last year, fear not. Adds Lurin, “As it stands now, it looks like everyone from our prior events are looking forward to returning, with some taking additional tables to promote new whiskies. It’s going to be quite special. One thing I love about the show is that we have the world’s best known brands, as well as many smaller, lesser known wonderful ones, so that there is something for everyone.”
Aside from the speed dating, master classes, and the potential of some high tech whisky imbibing experiences, there are other aspects of the evening everyone looks forward to. The event concludes with a lively auction and raffle that includes some extremely rare bottles donated from private collections. Also, throughout the night, one is bound to run into a friendly soul sharing wee bits of fine nectar that isn’t on the tables.
As the event grows, so does the amount that can be donated to charity. “In our first year we just hoped not to lose so much money that we would not be able to have a second event, and in fact we made a couple thousand dollars in profit. Last year, we made close to $15,000, and this year we are hoping to raise over $25,000. Thanks to the generosity of our brands, our Ultra VIPs, and our Barrel and Copper Sponsors, we are well on our way.”
Drink whisky to fight cancer. If you’re in New York City on May 18th and love whisky, it is doubtful you have something better to do. For tickets and more information, please click here.
