Whilst perusing the stands at the FNB Whiskey Live Festival, that took place earlier this month, we bumped into a crowd that were handing out some very stylish looking magazines.  The magazine is AQUA VITAE, and it is going to be launched in South Africa soon!  Luxury Cape Town had a chat to John Gillespie regarding the magazine…

Q: What does the name mean/represent?

A: Aqua vitae is an alcoholic beverage that is distilled rather than fermented) also known as the water of life. The word ‘whiskey’ is an Anglicisation of the ancient Gaelic term “uisce beatha” which translates as “water of life

Q: What is you magazine’s mission?

A: Aqua Vitae is the region’s first and only magazine catering for the discerning whisky enthusiast.  Infinitely sophisticated, Aqua Vitae is much more than a mere guide to whisky: it’s a passport to a superior being. While educating the market and keeping whisky connoisseurs informed in equal measure, Aqua Vitae also brings you everything you need to know on how to get the most out of life. With elements of style, grooming, etiquette and investment advice, Aqua Vitae is a bona fide coffee table essential. Delivered in a stunning, high-quality perfect bound format, Aqua Vitae is the epitome of good taste.

Q: How does each issue reflect or represent you magazine’s core values?

A: Aqua Vitae is a totally new concept in the Gulf magazine market. In fact, it’s not really a magazine at all – it’s a definitive guide to a life of refinement and gratification.  As such, on a bi-monthly basis, Aqua Vitae covers all one needs to know in order to enjoy life’s little pleasures, more often. Delivered direct to a named, select group of high-spend individuals in and around the UAE, Aqua Vitae knows its reader inside out with a distribution that boasts.

Q: How large is your reader base?

A: Aqua Vitae is hand distributed to 15,000 known whisky buyers every two months and as such, is delivered direct to your target market.

Q: Is the magazine international in scope?

A: Very much so… we cover all aspects of the beverage industry, but our focus will always be whisky.

Q: Is the magazine presented in other languages?

A: Will be looking to launch the Russian edition for Moscow  late December 2010.  We also have proposals on the table for Beirut, Lebanon and Melbourne, Australia 2011.

Q: Is there a basic ‘formula’ for each issue?

A:  The Shot
The focus here is on whetting the appetite when it comes to talking about the best malts and blends that money can buy. Revolving around an in-depth look at one of the world’s leading distilleries, Aqua Vitae takes you behind the scene and speaks to master blenders and noses to reveal what goes into every bottle. With additional features on investment, recommended hostelries and columns from industry personalities, this is more than a good read; it’s an aficionado’s tour of whiskies past and present.

The Look
Because drinking fine whiskies goes hand-in-hand with sophisticated living, Aqua Vitae has dedicated features on how to look your very best. From designer fashion shoots to how to accessorise a tailored suit, to grooming yourself and dressing up your home and buying the latest supercar that you just have to get on the list for, The Look delivers on every aspect of looking and feeling the part.

The School
They say perfection is a hypothetical concept… but Aqua Vitae’s very own finishing school is guaranteed to get you a bit closer to achieving it. From how to host the perfect business lunch to the etiquette of dinner conversation and beyond, The School fills you in on all the society do’s and don’ts that you never knew existed.

Q: How has the magazine changed since it’s first publication?

A:  Each volume of Aqua Vitae comes with three core segments: The Shot, The Look and The School…

Q:  Where is the magazine currently available?

A:  The Magazine is available across the GCC, Dubai, Abu Dhabi, Qatar, Bahrain, Maldives, Seychelles and DFS Abu Dhabi airport  & Dubai Duty Free airport.

Q:  Why have you chosen South Africa as the magazine’s next destination?

A:  According to the Scotch Whisky Association, South Africa is the fifth largest Scotch market by volume in the world. Last year’s FNB Whisky Live visitor breakdown further confirms that whisky is fast becoming the tipple of choice amongst South Africans, and that the profile of whisky drinker is changing to include more women, and younger, upwardly mobile adults. With 73% Cape Town Whisky Live visitors aged below 45, this reinforces that whisky is on its way to being an affordable luxury that is more approachable and suits the lifestyle of many younger South Africans.

We believe it is time to introduce ourselves; Aqua Vitae’s central theme is education of the market in the appreciation of the finer things in life; not just the ‘water of life’, but all its associated pastimes.

Q:  When will this be available in South Africa?

A:  Most likely the second quarter of  2011.

Q:  What would you say to me if you were going to try and sell this magazine to me?

A:  To introduce the publication to you, Aqua Vitae is Dubai’s most exclusive drinks and lifestyle magazine that features only the finest things in life. The primary focus is on luxury spirits along with fine wines and where to find the very best bars and restaurants in which to enjoy them.

In addition to this we celebrate the most innovative design, fascinating business icons and characters associated with the fine arts. Diverse travel features thus far have included Speyside in Scotland and the uber exclusive Chedi Hotel in Oman.

The vision of Aqua Vitae is to cast a wider net and larger reach by having a dedicated online platform specifically for Aquavitae.

For further information visit the Aqua Vitae website.