three . This was supported by a communications strategy in the months leading up to both events , propagating the story and fostering interest in ‘ Carpathian Single Malt ’.

Alexandrion Group planned two distinct London-based events ; the first was the ‘ unveiling ’ of Carpathian Single Malt Whisky in front of almost 200 guests , made up of diplomatic dignitaries , VIPs , drinks industry representatives and a sprinkling of media on the first evening , followed by a more intimate and dedicated press luncheon the following day .

The ‘ Mountbatten Room ’ of the Royal Automobile Club ( RAC ) in Pall Mall was selected as the venue for the ‘ Unveiling ’ evening and the iconic ‘ Ivy Restaurant ’ in Covent Garden provided the exclusive private dining space for the Press Luncheon .

Both landmark sites ; the former is a private members club dating back to 1897 and the latter has been a fixture on London ’ s dining and social scene since the early 1970s . This cocktail of exclusivity , heritage and social integration , ideally matched the DNA of Carpathian Single Malt and Alexandrion Group ’ s own historical lineage .

The RAC ’ s Mountbatten room is a picture of colonnaded elegance , which was strategically dressed to highlight the ergonomic shape of the bottle ( leading Parisian Design Agency Appartement 103 , member of the Marie Claire Group designed the bottle ) and the soft amber colour of the natural whisky inside . This was achieved with five statuesque totems , up-lighting each bottle sitting atop . The totems were situated either side of the entrance , the main stage and in front of a photo-wall alongside Carpathian-branded hostesses , used to encourage a flurry of social media posts .

The space was divided into three distinct areas , the main body of the room opposite the entrance provided arriving guests space to network in front of the main stage , whilst enjoying

canapes , jazz and Alexandrion Group ’ s own sparkling wines – Rhein Extra Brut Imperial & Rose , the oldest sparkling wine produced in Romania without interruption for over a century and supplier of the Royal House of Romania since 1904 .

Evening of two halves A precise and well-planned schedule allowed for an evening of two halves ; networking and speeches , followed by a ‘ live ’ jazz band , the sampling of the whisky in branded tasting glasses at both bars and a buffet offering an eclectic mix of cuisines .

Alongside speeches made by the founding chairman of the Alexandrion Group , Nawaf Salameh and deputy ambassador of Romania to the UK , Alexandru Dodan , Carpathian Single Malt ’ s global brand ambassador and host of the event , Colin C . Lovering , invited the Master Distiller , Allan Anderson , on stage for a Q & A giving extra insight to the product .

All of this was supported by professionally made videos featuring inspiring footage of the cinematic beauty of Romania and the distillery processes .

What was absolutely key to the success of the event , was two bespoke and branded bars , specifically built for showcasing Carpathian Single Malt .

Shipped over from the inaugural ‘ unveiling ’ event in Washington DC , they were strategically placed either side of the Mountbatten room , naturally separating the space into social and networking areas , providing guests time to interact with the mixologists and to sample all three expressions of the Single Malt : Feteascã Neagrã , Pinot Noir and Madeira .

“ It was an impressive event at the prestigious Royal Automobile Club . The opportunity to sample the whiskies , from branded bars with trained mixologists was a superb idea ,” comments Mike Starling , features editor , TheWeek . co . uk .

To really maximise awareness of the

Below : Nawaf

Salameh at

the Distillery

whisky , the following day a hand-picked group of senior editors converged on the society restaurant ‘ The Ivy ’, Covent Garden .

Once again , the venue provided a private bar area for networking , behind which a 25-person table was prepared with Carpathian Single Malt bottles flourishing the table , ready and waiting for the master distiller ’ s masterclass , leading journalists through each ‘ expression ’ of the single malt , whilst they sampled .

Guests of both events went home with a bottle of Carpathian Single Malt Whisky , branded taster glasses and an impressive impression of Romania ’ s brand new single malt product .

Today , Romania and Single Malt Whisky , not only stand side-by-side but seem to be having a serious relationship , let ’ s wait and see if there will be wedding bells and off-spring . Where Nawaf Salameh is concerned , literally anything is possible !