The Universal Whisky Experience

By George Manska, CSO, CR&D, Arsilica, Inc., sensory researcher, inventor, entrepreneur

Photos by Debbie Hall, Martine Jordan, Eve Hammond Bushman and Matthew-Lorèn Lindsey

Every year since 2011, high-end whisky drinkers from all over the world converge in Las Vegas to attend the world’s most luxurious high-end spirits event, the Universal Whisky Experience (UWE). Nicknamed the Nth, meaning “to the highest degree possible, intense, immense, or profound,” the event lives up to its name in every respect.

The Nth is the brainchild of real estate developer and avid collector of fine and rare whisky Mahesh Patel. Every detail of this event has been well planned and executed to provide a one-of-a-kind, exciting, and memorable experience. Tasting booths at the main event are staffed by distillers and their brand ambassadors. The main theme is scotch whisky, but American, Irish, and French whiskey distillers, as well as premium cognac and rum producers, are invited to attend.

The event has two distinct phases: the High Roller Experience and the Connoisseur Experience.

High Roller Experience

Two days of tasting and master classes includes: the universal whisky experience

• A total of four exclusive master whiskey tastings with one-on-one whisky ambassadors.

• Private Access to the High Roller Lounge, where you can taste the entire selection of Super Pour Whiskies and attend a legendary bottle unveiling.

• Choices of educational, private master classes include special selection tastings of many rare expressions and discussions on all aspects of spirits, including distilling and aging methodology, history, and new discoveries.

• Network with other discerning whisky aficionados, collectors, and industry legends.

• Gourmet cuisine and epicurean hors d’ oeuvres are prepared by the executive chefs.

• Glencairn cut crystal commemorative tasting glass with etched logo.

• Attendance at the High Roller Dinner and reception.

• Tickets to the main tasting event.

Every year the venue changes and activities may range from outside private dinners at exclusive restaurants, tastings with breathtaking views, or celebrity golf outings. Those who appreciate the luxury and true value of tasting so many collected fine and rare whiskies appreciate High Roller Experience. The personal interactions with personalities who have driven, changed, and contributed so much to the spirits industry worldwide are priceless.

Connoisseur Experience

This experience is three hours of tasting fine whisky and other spirits with distillers, brand ambassadors, fellow collectors, and famous personalities of the spirits world. This event includes an incredible gourmet food buffet, fine wine, champagnes, and specially selected cigars.

Event activities are held in the main ballroom; spirits are so numerous and diverse that one must plan activities before arrival. Visit the UWE website beforehand to note participating brands and determine which spirits must be tasted. Check the pamphlet received at the admittance desk to verify priorities. Station tastings change during the event as new styles or brands unexpectedly appear, and friends’ recommendations take priority, so plan carefully and be flexible to change.

Every year, unique bottles of rare and limited editions are displayed, many priced at well over $50,000 per bottle. Suppose you are a passionate aficionado or known client. In that case, many booths have rare, limited-edition private bottles stashed away for toasting and renewing acquaintances, greeting new friends, sharing stories, or perhaps closing a business deal. Founder Mahesh Patel walks the event to personally welcome as many attendees as possible.

Walking by ice sculptures and spectacular displays of unique or one-of-a-kind bottles, tasting beautifully made spirits, noshing on foie gras and caviar, and listening to the stories and anecdotes from distillers and spirits industry personalities, one suddenly realizes this event is a totally immersive experience on every level conceivable. Nowhere else can one possibly experience the history, intellect, knowledge, camaraderie, vibrant personalities, diversity, exquisite food, indulgent tasting, and enjoyment of premium spirits at a single event. First-time aficionados are hooked immediately and forever and begin planning next year’s return visit during their first main event.

Every attendee takes the Connoisseur Experience seriously, and although spirits flow freely for three hours, deportment is excellent and dignified throughout, blended with intriguing conversations, friendliness, and a pleasant atmosphere until the last closing announcement and grand exodus. We watch the animated conversations spill through the exit into the ballroom corridors toward the ride-share lines. We pause for a moment near the hotel exit to say hello to an old friend we somehow missed during the event and look back to discover many we know with newfound acquaintances who are turning off into the bars, restaurants, and cigar lounges (this year in the Wynn complex) to continue conversations on spirits, life’s adventures, and the event’s memorable experiences far into the wee hours.

PR%F Magazine spoke with a UWE official who offered greater insight and perspectives.

Has the original concept changed over the years?

Actually, not so much. Mahesh’s vision of an ultra-high-end luxury whisky and spirits experience was ahead of its time and is now coming to fruition as the industry and consumer catches on.

What is your current mission statement?

Our mission is to spread the word of rare luxury whiskies and spirits by expanding The Nth Ultimate Whisky and Spirits Experience worldwide.

How has UWE become a positive for the spirits industry?

In the 13 years since we began, we have played a significant role in elevating the premium/luxury whisky and brown spirits categories nationally and globally. Cases in point are the many whisky/spirits offerings at Wynn-Encore with the Nth shows, and Mahesh personally has elevated rare whisky collectability globally.

Are key industry business deals closed as a result of UWE?

Yes, through the Nth shows and Mahesh’s connections, we have assisted and launched numerous spirits brands. This year we launched The Craft Irish Whiskey Company, and in the past, we launched Hazelwood, Bhakta Spirits, and many others.

How do you decide who gets to exhibit?

We are constantly searching for great brands to present. Through our connections, we are approached by many companies, but we are also careful who we bring in. We want established brands with great offerings, and we work hard to find new up-and-comingspirits brands with interesting stories and offerings. Mahesh is passionate about giving these new brands a push.

Has the event helped to promote the spirit of cooperation among different spirits distillers?

Absolutely! The way Mahesh brings together people, industry leaders, and icons at the Nth event has created numerous friendships and bonds. They go back to work and assist each other by sharing product knowledge, ideas, and collaborations.

What exciting things can you leak to us about future events?

Big and exciting things are happening with UWE. We are launching the New Whisky on Wheels event with the Wynn for the Las Vegas Formula One Race in November, and, as we speak, Mahesh is traveling the globe setting up new Nth experiences for 2024, which will include The Nth Bermuda in January, The Nth Dubai and The Nth Singapore in fall.

Since the first Universal Whisky Experience in 2011, I have attended every main event ever held, have benefitted from new business relationships, and expanded my social circle with new friends of diverse careers and professions and countries worldwide. UWE is a priceless experience for all serious spirits drinkers.

For more information, visit universalwhiskyexperience.com.