The Whisky Exchange presents this year’s most exciting global celebration of rum, Rum Show 2021.

Set to make its debut across three days of virtual tastings and talks from 29 to 31 July, the show invites attendees to dive deep and explore the complexities of rum led by legends of the industry.

The show has been created by The Whisky Exchange – the leading spirits retailer and educator known for its award-winning annual shows: Whisky Show, Whisky Show Old & Rare, Cognac Show and Champagne Show – and will bring producers, experts and rum lovers together from across the globe.

The Rum Show offers the ultimate virtuaI experience, jam-packed with educational masterclasses, exclusive tastings and immersive experiences. Individual sessions will be conducted by renowned experts, industry bodies and personalities, and the show will be hosted by Dawn Davies MW of The Whisky Exchange, celebrated award-winning spirits writer Dave Broom, and rum aficionado and Black Tot brand ambassador Mitch Wilson.

Davies has helped rum fans navigate the category with a new system of classification for rum, launched in 2019, and feels that this show has been long overdue: ‘Rum is a passion of ours and we have wanted to do a show for a long time, and this is the right time. The rum category is on the rise and we want to be at the forefront of this movement. This show will allow us to bring the world of rum together to inspire and introduce new customers into the category to enjoy this amazingly diverse spirit. As a friend of mine says “if you are drinking a rum and not smiling, you are not drinking the right rum!’

Attendees will be able to savour some of the world’s best cane spirits and mix up a storm at home with a range of Perfect Measure spirit and cocktail tasting packs. These will be available to buy via

Anticipating that the hospitality industry will be back up and running in July, Davies is also hoping to partner with London rum locations to bring about a physical element of the show. More details to follow in due course.

Tickets are just £20 and can be purchased online at Tickets include participation in all online sessions, chat with brand ambassadors, producers, cellar masters and educators as well as access to the On-Demand Show Playlist to catch up on all the masterclasses. A £5 discount will also be available for ticket holders on all show tasting sets.


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