The Standard Bank Joy Of Jazz

The naming of global top-selling single malt brand THE Glenlivet as the official whisky partner for the 20-year milestone of the Standard Bank Joy of Jazz Festival marries the inherent excellence of true originals.

Two decades of hosting musical legends has made the Standard Bank Joy of Jazz Festival South Africa’s foremost event of the genre, and one of the best on the African continent. In a similar way, THE Glenlivet’s heritage as the original single malt and its premium quality have made it the benchmark for excellence among whisky connoisseurs.
“Originality is rare, which is the reason THE Glenlivet partnered specifically with this legendary music festival,” says THE Glenlivet Brand Manager Eugene Lenford. “It’s an association between two great brands that epitomize great history and craftsmanship. Both are true originals.”

This year, the Standard Bank Joy of Jazz Festival featured a star-studded line-up for the auspicious occasion that included Branford Marsalis, The Clayton Brothers, Christian McBride and the Joshua Redman Quartet alongside South African luminaries Abdullah Ibrahim, Hugh Masekela, Caiphus Semenya and Jonas Gwanga. Sharing the limelight was THE Glenlivet and its Original Lounge where visitors rubbed shoulders with performers in a one-of-a-kind setting to enjoy the finest whiskies and delectable cuisine.
“THE Glenlivet is steeped in substance, heritage and authenticity. It’s about deeper and more meaningful experiences that stir the soul and make life more rewarding,” says Lenford. “The festival was the perfect platform to showcase this singular characteristic. It’s also a whisky with cultural relevance that sets out to connect with the world of its consumer – the discerning whisky lover’’.

As for this whisky brand’s reputation as the original single malt, the heritage is based in fact and began in the Scotland vale of Glenlivet. Translated as “valley of the smooth, flowing one”, Glenlivet was famous for its bucolic beauty. But George Smith soon made the region even more famous. He founded The Glenlivet distillery in 1824 and was the first to produce a whisky of such exceptional quality that it was soon widely acknowledged that this is how a malt whisky should taste.
Its quintessentially Speyside style offers a whisky that is slightly sweet, smooth and endlessly sip-able. Today, THE Glenlivet is regarded as the definitive single malt that sets the standard for whisky – a true original.
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