What is the most important challenge in organising the Sopot Whisky Festival – particularly with such high expectations from participants and exhibitors in the premium segment?
The biggest challenge is always to positively surprise both participants and exhibitors. Last year, this was somewhat easier as it was the first time everything was taking place in a new location, so there was naturally an element of discovery and freshness. This year's edition presents us with a different task – we want to give our guests even more.
Interestingly, last year’s event, despite numerous doubts arising before it, proved to be a great success. Therefore, this year our goal is not only to maintain this level but to raise the bar even higher and create an experience that participants will remember for a long time.
2. In the case of the Sopot Whisky Festival, what is more important – a long-term strategy for building the event's brand or a quick reaction to changing trends and guest needs?
The most important thing will always be the reaction to the guests' needs. It is for them that we create the Festival, which is why it is crucial that the people who co-create this brand with their presence – by participating in subsequent editions, visiting our shops, bars, or using the sales platform – are truly satisfied.
Satisfied guests are the best ambassadors for an event. They are the ones who pass on their experiences, and thanks to them, our community naturally grows and becomes stronger year after year.
3. The Sopot Whisky Festival is an event created by people. What is key in building a committed and motivated organisational team, as well as cooperation with partners and brand ambassadors?
Above all, it is crucial to appreciate the team and their work. Dom Whisky is made up of people who have been consistently looking after the brand's image and the high quality of services offered for years.
Although I've only been part of the team for a relatively short time, observing its daily work shows that it's an environment where people motivate and support each other. Each subsequent success provides additional energy to act and makes everyone want to develop this event even further.
4. Do you have your own rule or philosophy that helps you effectively manage such a large and prestigious event as the Sopot Whisky Festival?
The most important thing is well-paced preparations. Proper planning and consistent execution of successive stages are the foundation of success for such a large event.
Of course, in the events industry, unforeseen situations always arise. That's why it's crucial to prepare alternative scenarios – a Plan B, and sometimes even a Plan C. The more potential situations we analyse beforehand, the easier it will be to deal with them when they actually occur.
5. How do you see the future of the Whisky Sopot Festival in the context of growing guest expectations, premium trends, and the increasing digitalisation of the event industry?
The Whisky Festival Sopot will continue to develop into a premium event, combining the highest quality tasting experiences with the unique atmosphere of meetings between people from all over the world. New technologies will also become increasingly important – both in communicating with participants and in the organisation of the event itself.
At the same time, the most important element, which cannot be digitised, will remain – face-to-face meetings, conversations with producers and the shared discovery of the world of whisky. It is precisely this authentic community of enthusiasts that makes the Festival attract more and more people year after year.
Agnieszka Żebrowska, Event Manager, United Beverages Group
