The Whisky Advocate Magazine is Launched

Newly re-designed and re-named, the former Malt Advocate magazine begins a new era

NEW YORK--()--The Whisky Advocate was released today after undergoing a complete redesign with the aim of reaching a broader consumer market for high-end spirits.

“The magazine now has a luxury look and feel, similar to its sister publications Wine Spectator and Cigar Aficionado.”

“With the new redesign and broader-interest articles, we hope to greatly expand our readership,” said John Hansell, the editor of Whisky Advocate. “The magazine now has a luxury look and feel, similar to its sister publications Wine Spectator and Cigar Aficionado.” The magazine’s publisher is Amy Westlake.

In 2010, M. Shanken Communications, which publishes both Wine Spectator and Cigar Aficioando, acquired Malt Advocate, a well-established magazine for the whisky enthusiast and sponsor of the WhiskyFest events across America.

Marvin R. Shanken, chairman of M. Shanken Communications, said he’s very excited that the company portfolio now has its own spirits magazine for consumers. “We plan to make major investments in this title, because we think the time for a whisky magazine is now.”

“In recent years, whenever I would visit wine shops across America, I would see big window displays and vast selections of whiskies,” Shanken added. “When I asked retailers why they stocked so many whiskies, their answer was always the same: because they sell. I then asked who was buying them—particularly as so many of them are high-priced. Their answer: the same people who buy fine wine.”

The newly redesigned Whisky Advocate will include stories related to the good life for whisky lovers, including unusual bars and restaurants, travel to locations where great whisky is made, and associations with other fine products, including cigars and golf. “The interest level and market for single malts and whiskies in general is booming,” Shanken said. “The opportunity for Whisky Advocate is unlimited.”

The Whisky Advocate has hosted tasting events across America for many years, attracting thousands of whisky lovers. The next WhiskyFest will be held in San Francisco on October 7, followed by a WhiskyFest in New York on November 1. The New York event has been sold out for months.

For more information about the magazine and its events, please visit For press materials, please contact Janice McManus at 212 684-4224, or


M. Shanken Communications
Janice McManus, 212-684-4224


M. Shanken Communications