Glenfiddich Launches Experimental Series to Global Travel Retail
TFWA World
Exhibition & Conference sees the official launch by William Grant &
Sons of the Glenfiddich Experimental Series to Global Travel Retail (Golden
Village Go2). Launched initially to selected domestic market in September 2016
with phenomenal success, this new range combines the brand’s passion for
pushing Scotch whisky boundaries and collaborating with trailblazers beyond the
world of whisky. Designed to inspire unusual and unexpected variants, the series
has seen the launch of two initial releases: the Glenfiddich IPA Experiment and
Project XX (pronounced twenty).
The Glenfiddich IPA Experiment marks the world’s first
single malt Scotch whisky finished in India Pale Ale (IPA) craft beer casks. Glenfiddich
Malt Master, Brian Kinsman created the Glenfiddich IPA Experiment in
collaboration with a local Speyside craft brewer, who shares a passion for
innovative flavours. They worked together to create a zesty IPA that would
season the whisky casks. Brian is the
pioneer behind this new single malt Scotch whisky imbued with zesty citrus and
tangy hops from the oak casks that had previously held a bold Speyside IPA. In the process of Glenfiddich crafting a new
whisky for the Glenfiddich Experimental Series, the pair also created a brand
new IPA craft beer.
Project XX is the result of one of the most ambitious
malt experiments of its 130-year history; a
collaboration between 20 whisky experts and
Glenfiddich’s Malt Master, Brian Kinsman, who developed one unexpected,
extraordinary whisky by bringing together 20 very special single malts.
Going against normal whisky making conventions, Brian
invited 20 whisky experts from 16 countries around the world, to explore and
each select a cask from a warehouse at the Glenfiddich Distillery. The experts,
from the US, Canada, France, Germany, Taiwan, China, South East Asia, Ukraine,
Brazil, England, Scotland, Mexico, The Netherlands, South Korea, Russia and
South Africa, descended onto Dufftown to take part in this global experiment;
the ambition to create one remarkable single malt, by combining the curiosity
and knowledge of these global experts.
This freedom of choice resulted in a 20-strong
collection of some of the most unusual whiskies from Glenfiddich’s unrivalled
stocks, chosen from aged malts matured in port pipes to ancient sherry butts
and first fill bourbon casks. Brian skilfully produced the final variant,
expertly married together in a small batch vatting, to create a remarkable
final liquid.
Glenfiddich’s
Malt Master, Brian Kinsman said: “The Experimental Series builds on Glenfiddich’s
long tradition of innovation and takes us to new levels of experimentation in a
way no distillery has ever done before.
“The idea behind the Glenfiddich IPA
Experiment was quite unusual but one we were passionate about – we wanted to
really play with the flavours to see what we could create. Glenfiddich’s first
whisky finished in IPA craft beer casks is testament to us challenging
ourselves to produce something vibrant and unusual. The result is a liquid
with a zesty citrus note followed by soft, sweet vanilla and a hint of fresh
hops. The innovative flavour comes from carefully hand-selecting the right malt
whiskies to complement the extra hoppy notes.
“Project XX
bucks the tradition of malt whisky being chosen and vatted by only a Malt
Master. The 20 whiskies selected include some of our most astonishing whiskies
chosen for their taste profile and rarity, and it was an exciting challenge to
marry them together in a way that did justice to the original sources. The
final liquid was exceptional – and a special tribute to each individual cask
the malts came from. Glenfiddich Project XX is a recreation of that initial small vatting. It has the warm
summer fruity character of a classic Glenfiddich but then its ‘multiple
personalities’ are revealed as the flavours of candyfloss, cinnamon spice, almonds
and rich port tannins kick in with the odd hint of liquorice.”
Supported by a 60
second ad which launched the Experimental Series to key markets in the UK,
Europe, Asia and America, the Glenfiddich IPA Experiment has become William
Grant & Son’s fastest growing single malt for a decade, with uptake beyond
all expectations.
Says William Grant & Sons GTR managing direct Ed
Cottrell: “We’re delighted to be able to offer the Glenfiddich Experimental
Series to global travel retail following the official launch at this year’s
TFWA World Exhibition. Both expressions perfectly match our remit to offer
travelling consumers unique and innovative products that will provide a new
kind of malt whisky experience.
“Brian has once again surpassed himself in producing
two totally remarkable liquids that are both perfect for the travel retail environment
and which lend themselves to some fantastic activation possibilities. Glenfiddich
Project XX is a liquid that will intrigue and appeal to single malt enthusiasts
all over the world, while the Glenfiddich IPA Experiment has already proved its
appeal and interest to whisky and beer drinkers looking for the unusual and
vibrant.”
The Glenfiddich IPA Experiment and Glenfiddich Project
XX will roll out to global travel retail from November 2017, with a Recommended
Retail Price of £40 and £45 respectively.
A GTR exclusive packaging format is planned for 2018.
