A glass was raised to whisky industry stalwarts as the Spirit of Speyside festival was launched.
Tours and tastings got the 2016 event under way before an opening ceilidh in the evening.
And the celebrations will continue at the weekend with a barrel-rolling competition and 10K race as part of the Dufftown Whisky Street Festival on Sunday.
Mote than 500 events will take place between now and Monday, spread right across Speyside.
Before the festivities got started, stalwarts were recognised in an awards ceremony at the opening dinner.
Richard Forsyth, who was the third generation born into the family business in Rothes, was presented with a lifetime achievement award.
Under his leadership the company – which started off as coppersmiths and made pots and stills for the distilling industry – has expanded to have a turnover of more £46million and a workforce of more than 350.
A slump in the whisky industry encouraged the firm to reach into new markets for the paper, oil and pharmaceutical sectors as well as beer, gin and rum.
The firm is now recognised across the world for building distilleries.
Dave Broom’s contribution to the festival was also recognised at the bash.
The journalist writes regularly about all spirits but is best known for his work with whisky and was part of the team which drew-up the single malt flavour map for industry giant Diageo.
Hugh Fraser also picked up an award for being the driving force behind many events in the area.
The Aberlour resident has helped to lift the profile of the region through his involvement in projects such as the Highland Games and getting the town’s visitor centre into community ownership.
Festival chairman, James Campbell, said: “Richard Forsyth has been a business innovator and a great ambassador for Speyside over many years. He has been a great benefactor of Speyside communities, particularly Rothes.
“Whenever possible Dave Broom has attended the festival, participating in many events and sharing his enthusiasm and knowledge with festival-goers.
“Being a community leader in Aberlour, Hugh has worked tirelessly to encourage all to get behind the festival and events. He puts a lot of time into doing this and promoting the festival and Speyside and its distilleries to visitors from across the world.”