London based The Conversion Group (TCG), the leading organiser of whisky events in the UK through its partnership with The Whisky Lounge, has today announced its acquisition of the US based Whisky Extravaganza. The addition of this business takes the total number of whisky events in The Conversion Group’s US portfolio to 15, and secures its position as the leading organiser of whisky festivals on both sides of the Atlantic.

The Whisky Extravaganza was established in 1993 by Madeleine and Alan Shayne and hosts events in 10 cities across the US. Attendees to the events range from newcomers seeking their induction into the ancient craft of distilling to those who already have an appreciation of the art of whisky making.

Group CEO of the TCG, Allen Gibbons, comments: “We’re pleased to welcome the Whisky Extravaganza into our portfolio; it’s a step that demonstrates our ongoing commitment to helping build closer ties between the whisky industry and those who enjoy its products.”

Madeleine Shayne, President of the Whisky Extravaganza adds: “For the past 23 years, Alan and I have had the opportunity of bringing the world of whiskies to the palettes of enthusiasts throughout North America and we are honoured to have the prestigious The Conversion Group take our dream to the next level. We feel The Whisky Extravaganza fits perfectly into The Conversion Group’s ever-growing portfolio of food and beverage events in the USA.”

The Whisky Extravaganza currently holds events in Boston, Chicago, Dallas, Denver, Fort Lauderdale, Houston, Los Angeles, New York, Seattle, and Washington DC. Each event achieves a balance of top quality whisky with a complementing food menu, and provides guests with the opportunity to discuss and debate whisky in all its complexity.

Allen Gibbons concludes: “The US is the world’s second largest whisky market by volume so the opportunity is considerable. We are keen to continue to tell the story of whisky to enthusiasts and newcomers alike, helping whisky companies to engage with more people on a deeper level; The Whisky Extravaganza takes us further on this journey.”