Opening new markets, one pour at a time.
First Pour takes award-winning Australian craft whisky to new international markets. Our inaugural showcase is Whisky Live South Africa 2026 — and positions are strictly limited.
Opening new markets, one pour at a time.
First Pour takes award-winning Australian craft whisky to new international markets. Our inaugural showcase is Whisky Live South Africa 2026 — and positions are strictly limited.
attendees across
3 sold-out nights
shop sales
at the 2025 event
total media value
generated
Australian whiskies
ever showcased here
The Opportunity
South Africa has one of the most passionate and sophisticated whisky communities on the African continent. Consumers are educated, engaged and actively looking beyond Scotch for the next great discovery.
Australian craft whisky — with its antique casks, coastal maturation and world-class medal pedigree — is precisely what that market is waiting for. The problem is that no Australian producer has ever been there to tell the story.
First Pour fixes that.
"Australian craft whisky has never been showcased at Whisky Live South Africa. We are going first — and we are taking you with us."
Whisky Live Johannesburg is South Africa's largest and most prestigious whisky festival. VIP lounge and masterclass sessions sold out across all three nights in 2025. The audience is 68% aged 35–54, affluent and actively seeking premium discovery.
How It Works
Your brand represented across all three nights of Whisky Live Johannesburg. First Pour manages pouring, brand storytelling and consumer education. You pay a representation fee. We handle everything at the stand.
Warm introductions to South African premium whisky retailers and distribution partners — not cold outreach. Whisky Live SA organisers have committed to a minimum of three premium Johannesburg retailer introductions for First Pour.
Once retail relationships are established, First Pour acts as the consolidated export conduit. Orders collated from multiple partners into single batch shipments — reducing freight cost and complexity for everyone.
First Pour Johannesburg
STANDARD
1 expression
A$2,500
First export market exploration
PREMIUM
2 expressions
A$4,000
Actively pursue distribution
EXCLUSIVE
3 expressions
A$6,000
Maximum first-mover positioning
Australian distillers may reclaim up to 50% of fees via Austrade's Export Market Development Grant (EMDG). Freight is coordinated by First Pour and billed separately at cost, pro-rata to your expression count.
Why First Pour
First Pour's founder was born and raised in South Africa. He knows the premium whisky retail landscape, the key buyers and the media landscape personally. This is a warm market entry, not a cold one.
Official representation rights secured. Whisky Live SA organisers have committed to retail introductions and media support. First Pour has confirmed access to Cliff Central Radio — one of South Africa's most influential media platforms.
Every First Pour showcase is deliberately small. Six producers, each representing a genuinely different style and story. No two brands compete on the table. Being selected for First Pour is itself a signal of quality.
First Pour Johannesburg is the beginning of a trading relationship, not a one-off appearance. The consolidated export model means your bottles keep coming back to South Africa after the festival ends.
Brett Levy
Founder, First Pour • South African-born, Australia-based
Brett has deep personal roots in the South African premium whisky community, a prior career as a talk show host on Cliff Central Radio in Johannesburg and a professional network that spans both countries.
He has spent years working with Australian craft producers and understands the pressures, ambitions and commercial realities of small distilleries trying to grow beyond their domestic market.
First Pour is built on a belief that Australian craft whisky is world-class and deserves a world stage. Whisky Live South Africa 2026 is the next step toward making that happen.
Apply Now
Positions are strictly limited to ensure every brand receives proper attention. Contact Brett Levy directly to discuss your expressions, confirm your tier and secure your position in First Pour Johannesburg 2026.
PHONE
+61 481 192 068