Glenfiddich Festival Experiment #3 Returns to Celebrate Bartenders Across the UK and Beyond

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This weekend saw the return of the legendary Glenfiddich Festival Experiment for round three. Bigger and better than ever before, this year’s festival welcomed more than 1,200 members of the on-trade from around the world to celebrate the bartending industry.

The private two-day festival was first launched in 2017 as a thank you to the Scottish hospitality industry for its continued support of Glenfiddich, and to celebrate the brand’s experimental nature. Since then it has tripled in size to become the UK’s largest festival for the on-trade community, with tickets coveted by bartenders everywhere.

Guests were treated to immersive entertainment and brand experiences designed to help drive forward their own ability to experiment and push the boundaries in their careers, whilst still keeping the appreciation for the hospitality industry at the heart of the celebration.

This year the festival opened its doors even wider, welcoming guests from across the UK and even a few from further afield. More than 450 bartenders from London, Newcastle, Manchester, Liverpool, Leeds, Bristol, Brighton, Cardiff and Dublin joined the party, along with an international contingent from around the world. Scottish Brand Ambassador Mark Thomson and National Brand Ambassador to England & Wales Alex Walker were joined by their global counterparts from South Africa and the US to help host this now iconic celebration.

Year three brought more education than ever for attendees, with coopering demonstrations and talks from Malt Master Brian Kinsman on the Main Stage, who lifted the lid on his role, the brand and the industry in a live Q&A. Guest speaker Fabiano Latham, UK Reyka Ambassador, discussed ‘Adventurivity’, in the Tipi Lounge, coaching guests on maintaining health and wellness in the hospitality industry. Guests had the chance to take part in whisky tastings led by the Glenfiddich Brand Ambassador team in a dedicated tasting tent and 450 lucky festival-goers had a chance to tour the Glenfiddich distillery in all its glory.

The Main Stage saw Glenfiddich Festival Experiment Veterans Twin Atlantic take to the stage for their third year, whilst Franz Ferdinand gave their debut headline performance with fan favourites including Take Me Out and No You Girls. Other acts to grace the big top over the two days were: Fatherson, The Snuts, Be Charlotte, and The Ninth Wave.

Twin Atlantic said: “It’s great to be part of something that’s so closely associated with excellence in Scotland, and it’s really exciting to see a new idea for a music festival start to really take off.”

The Tipi Lounge, with panoramic views overlooking the Glenfiddich distillery hosted live comedy from Christopher Macarthur-Boyd and Paul Pirie as well as musical performances from: Hyyts, VanIves, Walt Disco, Aaron Smith, Tom Hamilton, Bongo Steve, and Gordon James & The Power.

Both nights finished in style at the Forest Stage which saw late-night sets from Spencer Mac and Jeremy Healy as well as DJ battles between Glenfiddich Brand Ambassadors from the UK, US and South Africa.

Across the festival site, bartenders found themselves on the other side of the bar being served with a selection of Glenfiddich cocktails, with crowd favourite the Stag Colada providing tropical vibes with its lime, pineapple and Absinthe flavours blended with Glenfiddich Our Solera 15. A wider selection of amazing food was provided by The Pitt’s independent street food vendors including The Buffalo Truck, Ròst Eats and The Fire Pitt.

Turtle Higgins, bartender at Abandon Ship in Dundee, commented: “The Glenfiddich Festival Experiment is one of the highlights of the year for many people within the industry. I’ve been lucky enough to see it grow from its first inception and the amount of work that goes into organising behind the scenes is mind-boggling! The festival is a testament to Glenfiddich and how much they want to make this the best possible experience year on year. And the music? I’m still smiling two days later… every band was amazing!”

Mark Thomson, Glenfiddich’s Ambassador to Scotland, commented: “As a Glenfiddich Ambassador, I want as many people as possible to experience the brand and its maverick ethos of pushing the boundaries. The Glenfiddich Festival Experiment has grown from 350 bartenders in its first year to over 1,200, retaining the same purpose throughout; to have fun and educate. This year’s festival had both in abundance and I couldn’t be more proud of not only how all the guests interacted and enjoyed the event but of every member of the team that made it so special.”

Alex Walker, National Brand Ambassador, commented: “Attending my first Glenfiddich Festival Experiment was a huge honour. It’s fantastic to be able to say thank you to our wonderful industry friends from across the country and around the world. And to see how it has grown into the biggest festival of its kind is truly mind blowing.”

#GlenfiddichFestivalExperiment

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Glenfiddich Elevates Flagship Range With Sophisticated Redesign

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Glenfiddich, the World’s Most Awarded Single Malt Scotch Whisky, pays homage to its origins in the Valley of the Deer with a striking new package design for its 12 and 15 Year Old iconic whiskies. The new packaging will be rolled out in the UK and US to begin with from 18th June 2019, with Small Batch 18 Year Old following suit in 2020.

The bold new look celebrates Glenfiddich’s maverick beginnings and family-run heritage and combines it with a more sophisticated and elegant design. The 12 Year Old has been given a refined makeover and is now known as the ‘Our Original Twelve’, as a clear nod to the brand’s signature expression. Whereas the 15 Year Old is rebranded as the ‘Our Solera Fifteen’, as a more overt celebration of the Solera system, which is a true innovation in the whisky industry. The redesign provides a fresh and distinctive new look, creates standout and is intended to appeal to current drinkers as well as entice those around the world who are new to the brand and category.

Glenfiddich means “The Valley of The Deer” and its location in Speyside, Scotland, is where William Grant, Glenfiddich’s visionary founder, turned his dreams into reality in 1887 by hand-building the distillery with the help of his seven sons and two daughters in a single year. In honour of the brand’s home, the new design now features this clearly defined valley, cut into the face of the glass, to give a more chiselled profile. The iconic Stag symbol, embossed in gold, also proudly sits within the V of the valley shape. William Grant’s signature is gold emblazoned on the bottle top.

Claudia Falcone, Glenfiddich Global Brand Director said: “We wanted to emphasise Glenfiddich’s special provenance and unique heritage with this stylish new design, drawing cues from the special place where our liquid is produced. Our flagship range of expressions are some of the world’s best-selling and most awarded single malts, so it was really important to reflect the undoubted quality of the liquid with a stunning and contemporary look.”

Ifan Jenkins, UK Marketing Director comments: “We are delighted that the UK has been chosen as first to market for the iconic new Glenfiddich packaging. As the number one single malt whisky in both Scotland and across the UK, Glenfiddich is a flagship brand that we are immensely proud of and we will continue to push the boundaries with our beautiful new visual identity and disruptive activations.”

Glenfiddich’s signature malt, ‘Our Original Twelve’, is matured in the finest Oloroso sherry and bourbon casks and uniquely married in oak tuns for at least 12 years, to give a beautifully balanced nose complemented by refreshingly rich and complex notes of fresh pear and subtle oak. The Glenfiddich 15 Year Old, now proudly called ‘Our Solera Fifteen’ is a single malt innovation first pioneered in 1998. The Solera system marries whiskies matured in sherry, bourbon and new oak casks. Always kept at least half full, the Solera Vat creates a harmonious whisky with deep layers of warm spice, honey and fruit, that gets richer and more complex every year.

Glenfiddich’s Malt Master, Brian Kinsman added: “These whiskies are crafted to ensure the highest quality taste and flavour, the complexities of which are influenced by the River Spey and surrounding landscape. It’s great to honour this provenance and the historic home of Glenfiddich in such a refined way.”

The new packaging has been designed by award-winning East London design agency HERE design.

Available in retail outlets from Tuesday 18th June 2019, Glenfiddich Our Original Twelve has a recommended retail price of £38 and Glenfiddich Our Solera Fifteen has a recommended retail price of £42.

Unwrapped – The Other Side of Bartending

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William Grant & Sons’ UK Brand Ambassador team will be hosting the first ever Unwrapped: The Other Side of Bartending event in Edinburgh on 29th October. This event, exclusively for bartenders, features a series of talks aiming to support modern bartenders find their legacy within the industry and equip them with tools, knowledge and insights beyond jiggers and shakers. This will be followed by immersive brand experiences and an evening bar takeover where all proceeds will go to charity partner SANE.

Unwrapped’s focus is centered on Brand Ambassador-led talks, designed to be thought-provoking, engaging and specifically relevant to the on-trade; providing attendees with new skills and perspectives, as well as the opportunity to network with like-minded peers and old friends. Sessions will cover subjects ranging from how to keep up team morale and the power of storytelling, to exploring the link between nature and creativity. Following the talks, Alessandra Brugola from the drinks industry charity, The Benevolent, will introduce their latest campaign #notalone.

Unwrapped will be held at Assembly Roxy, and will include immersive brand experiences in the afternoon – from entering the miniscule yet momentous world of Hendrick’s Gin Tini Martinis to making and photographing Monkey Shoulder’s Lazy Old Fashioned.

On Monday evening, a full William Grant & Sons bar takeover at The Voyage of Buck will take place, where the entire UK Brand Ambassador team will get behind the bar to raise money for SANE. The charity partner was chosen by the Brand Ambassadors due to its focus on mental health – a key topic within the bar industry.

Cocktails on the night will include:

The Disaronno Cherry Apple – Disaronno, fermented cherry, 30/40 and soda. Created by Three Sheets, London.
The Balvenie Pina Colada Specs – The Balvenie Caribbean Cask, Coco Lopez, pineapple Juice, cream, milk and a dash of Angostura bitters.

Fabiano Latham, Reyka Vodka UK Brand Ambassador says: “Unwrapped is a great opportunity for all the brand ambassadors to share experiences and insights from the industry, as well as the passion we have for our brands. We want to create a benchmark for industry training programmes by delivering an engaging and interactive event where on-trade teams can come together and truly benefit in years to come.”

Lachlan Rooney, Manager at The Voodoo Rooms Bar says: “The William Grant & Sons team is coming to town with what looks to be one of the most incredible series of seminars to grace the city since Tales on Tour. Bartenders best bring a notepad and pen for the series of talks and activities that could truly make a tangible difference to a career and the local bar community. From practical engagements to empathetic advice on building yourself as a brand, the event covers every aspect of bartending that you’ve never even thought about. With free food, drinks and transport alongside priceless career advice it’s not one to miss out on.”

Unwrapped agenda: Monday 29th October

UK Brand Ambassador Talks 11:00-15:30

Mark Thomson, Glenfiddich Brand Ambassador to Scotland presents: The power of storytelling
Fabiano Latham, Reyka UK Brand Ambassador presents: Adventurivity – exploring the link between nature and creativity
EmmaLi Stenhouse, Sailor Jerry UK Brand Ambassador presents: How to be your world’s best bartender
Alwynne Gwilt, The Balvenie UK Brand Ambassador presents: How to train your nose
John Wayte, Monkey Shoulder UK Brand Ambassador presents: /bar:ography/
Sasha Filimonov, Hendrick’s Gin UK Brand Ambassador presents: How to be newsworthy
Calum Fraser, Premium Spirits Specialist presents: Keeping good spirits in good spirits
Rod Elsamieh, Disaronno UK Brand Ambassador presents: From bartender to bar owner – the tips and tricks to opening your own bar
Stephanie Rainbow, Tia Maria UK Brand Ambassador presents: The courage to be happy
Alessandra Brugola from The Benevolent will introduce their new campaign #notalone

Brand Experiences 15:30-16:30

To attend, please email wgsuk.events@wgrant.com or speak to one of the BA team

Takeover at The Voyage of Buck, 19:00 till 11pm

WG&S Takeover with the UK Brand Ambassadors behind the bar with all proceeds taken over the course of the evening being donated to charity partner, SANE. The party is open to everyone, 18 years old and over.

The Glenfiddich Festival Experiment Returns to Dufftown

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The Glenfiddich Festival Experiment is back. What started as a thank you to 350 members of the Scottish on-trade in 2017 is gearing up for a bigger and better round two. Hosted at the single malt’s spiritual home in Dufftown, Glenfiddich will be opening its doors to 850 members of the hospitality industry and beyond.

The two-day festival includes a stellar line-up of music acts, with Razorlight and Example taking to the main stage, as well as last year’s crowd favourites Twin Atlantic making a return, all supported by up-and-coming Scottish artists across the weekend. The full line-up will be revealed in the lead up to the festival.

As a backing track to the main stage, there will be non-stop entertainment throughout the festival. Additional artists can be found at The Forest Stage, along with an incredible selection of local street food vendors from The Pitt, distillery tours, live comedy from Gary Little and Leo Kearse, and a newly added Acoustic Lounge.

Mark Thomson, Glenfiddich’s Ambassador to Scotland, commented: “Last year the Glenfiddich Festival Experiment was just that, an experiment. We honestly had no idea how the event would go, but the result was truly epic. So it was a no brainer to bring it back in 2018. This year is going to be bigger and better than ever, so if you want to attend, get in touch!”

Gwilym Cooke, Senior Brand Manager at Glenfiddich, added: “Experimentation is at the heart of all we do, and bartenders play a key role in bringing our experimental story to whisky-lovers across the country. The Glenfiddich Festival Experiment is our way of thanking bartenders for their continued support of our brand, and we’re happy to be able to host them for another year of festivities at our home in Dufftown.”

This year’s festival is open to members of the on-trade from across the UK and anyone interested in attending The Glenfiddich Festival Experiment #2 should contact their local Glenfiddich representative.

The Glenfiddich Festival Experiment #2 will take place at the Glenfiddich Distillery, Dufftown from Sunday 9th – Tuesday 11th September, 2018.

Glenfiddich Fire And Cane Sparks The Unexpected

Glenfiddich - Fire and CaneGlenfiddich – the world’s most awarded single malt Scotch whisky – launches the fourth concept in its Experimental Series with Glenfiddich Fire & Cane, a smoky whisky finished in sweet rum casks.

Fire & Cane is inspired by the early innovation of Glenfiddich Malt Master Brian Kinsman, who in 2003, first ran peated spirit through the Glenfiddich stills, birthing the concept. Fire & Cane boldly marries smoky whisky with non-peated malts that had been maturing side-by-side in bourbon casks, highlighting Glenfiddich’s sweet and fruity signature style. Taking it a step further, Kinsman finished the whisky in Latin rum casks to produce a surprising and unexpected overlay of flavours with added caramel toffee sweetness.

“This new single malt truly encapsulates the spirit of experimentation. We started with a question – what would happen if we did something with peat that we had not done before? The answer is an unconventional and unexpected whisky, one that is truly surprising,” said Glenfiddich Malt Master Brian Kinsman. “During the tastings, some experienced the unusual smoky notes, while others tasted toffee flavours – this phenomenon can be attributed to the Scotch spending three months in sweet rum casks. It’s a bold combination, which I’m sure will appeal and intrigue single malt enthusiasts as well as those looking to try something new and different.”

The fire of the newest expression in the Experimental Series provides an explosion of campfire smokiness with oak and peaty notes, finished with lingering woodiness. The cane provides long-lasting sweetness by merging rich sweet toffee with green fruit character, baked apple, and toasted marshmallow with soft spice. Rum casks also help balance the dryness of the phenols and drive sweetness. Furthermore, by exclusively using naturally sweet American oak – sourced from the Kelvin Cooperage in Louisville, Kentucky – Fire & Cane is certified kosher.

Glenfiddich Experimental Series combines the brand’s passion for pushing Scotch whisky boundaries whilst unlocking new possibilities in the true spirit of experimentation. Other releases in the series include the Glenfiddich IPA Experiment, Glenfiddich Project XX and Glenfiddich Winter Storm.

Fire & Cane comes in a coloured glass that seamlessly transitions from a black/brown base to clear glass displaying the world’s favourite single malt Scotch whisky. The bottle was designed to showcase the juxtaposing flavours physically with the shift in colour.

Glenfiddich Fire & Cane is available in the US from July with a recommended retail price of $50, and available in the UK from October 2018.

https://www.glenfiddich.com/fire-and-cane

The Glenfiddich Burns Night Experiment

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On January 25th, Glenfiddich hosted ‘The Glenfiddich Burns Night Experiment’ at ProVision Studios in Hoxton. In partnership with innovators from beyond the whisky world, Glenfiddich pushed the boundaries of Burns’ Night traditions to celebrate the life of Scotland’s most famous poet.

Experimenting has always been at the heart of Glenfiddich. It is by keeping an open mind that they continue to challenge the rules of single malt – a philosophy which led to collaborating with like-minded individuals to develop the Glenfiddich Experimental Series. This Burns night, Glenfiddich brought the spirit of experimentation to life through collaborations with Adam Handling, Chef Owner of Frog by Adam Handling, and Matt Whiley, founder of cocktail bar, Scout. Adam’s ethos of marrying flavours with mind-boggling culinary techniques created dishes that challenged the assumptions of a typical Burns supper, and Matt’s cocktail menu combined Glenfiddich with his love of foraged ingredients, house ferments and British produce.

The evening was hosted by Stephen Rutherford, Glenfiddich National Brand Ambassador, who brought Robert Burns’ work to life alongside spoken word artists, Loud Poets. The collective of contemporary poets paid homage to Burns whilst showcasing their own artform, which challenges the frontiers of traditional poetry.

Adam Handling commented: “It’s a real pleasure to partner with Glenfiddich to bring a flavour of Burns Night to London this January. I’m loving the opportunity to give my modern British twist to traditional Scottish dishes, using some of my favourite fresh, seasonal ingredients.”

Matt Whiley commented: “Collaborating with others who have such a deep knowledge of their ingredients and craft is always an incentive to take on new projects, and that is why working on The Glenfiddich Burns Night Experiment was a no brainer. I have loved experimenting with the Experimental Series whiskies and I can’t wait to see them being enjoyed on the evening in an unexpected way.”

Stephen Rutherford, Glenfiddich National Brand Ambassador, said: “As the world’s most awarded single malt, Glenfiddich is continuously looking to push the boundaries of whisky making and The Experimental Series is the most recent example of this. Therefore, what better place to bring the brand’s experimental DNA to life than on an evening dedicated to another of Scotland’s greatest traditions – Burns Night. Robert Burns dared to experiment and broke the mould of 18th century prose. An innovator ahead of his time, his work is still celebrated centuries later across the world, just like the single malts of William Grant.”

Gwilym Cooke, Glenfiddich UK Senior Brand Manager added: “Collaboration is intrinsic to Glenfiddich and we’re delighted that we’re able to bring Adam and Matt’s talent together to create a Burns Night like no other.”

Glenfiddich Adds To Its Experimental Series With Winter Storm

Glenfiddich_Winter_Storm_Icewine_packagingGlenfiddich, the world’s most awarded single malt Scotch, today launches Glenfiddich Winter Storm, a limited edition whisky finished in Ice wine casks. The result is a short, crisp premium liquid imbued with a unique layer of sweetness and complexity.

Glenfiddich’s Malt Master, Brian Kinsman, is always pursuing ingenious innovations in Scotch whisky. This latest expression comes as a result of a trip to Canada in January 2016, during which he visited Peller Estate – a renowned winery in Niagara. Enduring freezing weather, Brian toured the beautiful vineyards, where he learned how the grapes had to be picked by moonlight at -10˚C when they were as hard as pebbles.

Inspired by his experience, Brian returned to The Glenfiddich Distillery in Dufftown, where he started experimenting with several French oak Ice wine casks from the Canadian winery – filling them with various Glenfiddich aged malts for up to six months. Brian commented, “Only the rarer whiskies, those aged for 21 years, could cope with the extra Ice wine intensity. Having more tannins, extracted from years in oak, these malts brought out a uniquely fresh lychee note instead of being swamped by sweetness.” What resulted, was a perfect Glenfiddich 21 year old. The combination of pioneering liquids, the heightened candied sweets and oakiness of Glenfiddich are complemented by mouth-watering tropical fruit notes and underlying wine notes.

Peller Estates VP of Winemaking, Craig McDonald added: “It was a privilege to work with Brian on this experiment. We go to extreme lengths to produce our intensely sweet Ice wine and are always looking for ways to push the boundaries of taste, so I was intrigued to see how it could be used to create a new unexpected whisky. The resulting liquid is a unique combination of the warming soul of whisky and the frozen cold of Ice wine”.

Gwilym Cooke, Senior Brand Manager Glenfiddich UK commented: “Following the successful launch of Glenfiddich’s Experimental Series last year, we’re delighted to introduce the eagerly anticipated Winter Storm, an expression that challenges traditional Scotch whisky boundaries with a radically different taste and look.”

Glenfiddich Winter Storm is the newest expression in the Glenfiddich Experimential Series line up, joining Glenfiddich IPA Experiment and Glenfiddich Project XX which both launched in 2016. Designed to inspire unusual and unexpected variants, Glenfiddich Experimental Series combines the brand’s passion for pushing Scotch whisky boundaries and collaborating with trailblazers beyond the world of whisky. Created from partnerships and collaborations with like-minded experimenters from a wide range of different industries, Glenfiddich Experimental Series unlocks new whisky possibilities in the true spirit of experimentation.

Glenfiddich Winter Storm is available from early October, priced at a RRP of £199, at specialist whisky outlets and prestige retailers including: Harrods, Hedonism, Berry Bros & Rudd, and select on-trade outlets. With a striking white ceramic bottle and beautifully embossed presentation box, Winter Storm is a limited edition expression, and so when it’s gone it’s gone, just like the winter snow.

Read more at http://www.glenfiddich.com/uk/

William Grant & Sons Appoints Stephen Rutherford As Glenfiddich UK Brand Ambassador

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Independent family distillers, William Grant & Sons UK has today confirmed that Stephen Rutherford will take on the role of UK brand ambassador for Glenfiddich, with immediate effect.

Stephen’s new role will see him focus on generating brand awareness, building brand advocacy and bridging communication between the brand and consumers, bars & restaurants, retailers, distributors and press.

Stephen will take over from Mark Thomson who is moving north to focus on Glenfiddich’s home territory as the new Scottish brand ambassador.

Mark said: “I couldn’t be happier about Stephen taking on the national role as I move north to concentrate on Scotland. His joining of an already strong global team of ambassadors puts us in an enviable position within the industry but also offers a modern point of view for the whisky consumer. Plus, he has a great sense of humour- so I know he’ll fit in just fine!”

Stephen said: “I am extremely proud and honoured to be appointed as UK brand ambassador for Glenfiddich. It is a truly exciting time to be getting involved, with some fantastic projects coming up, and the opportunity to work with the amazingly talented team. I can’t wait to get out and about and start spreading the Glenfiddich love.”

Glenfiddich Announces Search For The Next World’s Most Experimental Whisky Bartender

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Following the inaugural launch of Glenfiddich’s search to find the World’s Most Experimental Bartender, Glenfiddich is looking for the next maverick to take the crown. The global search aims to recognise and reward individuals who collaborate with artists outside of the traditional drinks world in order to create a more surprising, inventive drinking experience. The winner will earn a reputation as The World’s Most Experimental Bartender, with their creativity being showcased globally.

Last year, Nathan O’Neill of New York’s NoMad Hotel took the title for his collaboration with Chef John Taube. The pair co-created a new generation of cooked Glenfiddich cocktails, inspired by the sous-vide cooking technique. Sous-vide is a method of cooking under vacuum, locking in moisture and flavour while ensuring an even result. Other collaboration finalists included; ceramics, videography, edible art, cheese making, sound engineering, game creation, cuisine and furniture design.

Following on from the success of last year, the competition requires bartenders to collaborate with a master of another field to co-create something unique, inspired by Glenfiddich. Finalists from countries around the globe, including the UK, will then be invited on an all-expenses-paid trip to the Glenfiddich Experimental Bartender Academy in Scotland, where they will compete to win the priceless opportunity of bringing their idea to life, supported by Glenfiddich.

The academy is an intense and immersive three-day experience where the UK’s favourite co-creators will learn how to make whisky from scratch. They will have the exclusive opportunity to absorb knowledge from Glenfiddich’s distillery experts; from the mash man to the cooper, the still man to the malt master; and these extraordinary craftsmen will share the techniques that have made Glenfiddich the most awarded single malt Scotch whisky today; including an opportunity to meet with our malt master, Brian Kinsman.

Armed with fresh knowledge and tools, the collaborative pairs will then refine their innovation ideas in order to pitch to a panel of judges which will include; Director of Prestige UK – Kirsten Grant Meikle, Glenfiddich Global Brand Ambassador – Struan Grant Ralph, Glenfiddich Malt Master – Brian Kinsman and High Snobiety.

2016’s World’s Most Experimental Bartender winner, Nathan O’Neill, comments, “Collaboration has always been my greatest source of inspiration; particularly watching, learning, and developing skills from other crafts – so this competition was an ideal opportunity for me. We re-imagined the food pairings of the Glenfiddich ancestors, and created a dish that transported guests back to the Scottish Highlands of previous generations. This is a hugely exciting opportunity!”

Glenfiddich Global Brand Ambassador, Struan Grant Ralph, comments, “Our award-winning whiskies are sold in the world’s finest bars, existing in a space where the demand for co-creation has never been higher. This competition is an opportunity for maverick bartenders to extend the boundaries of the whisky industry – collaborating with masters outside of their trade to create an entry that meets both of their passions, while meeting the hunger for a serve that challenges the industry norm.”

The search for the next World’s Most Experimental bartender starts now, with the closing date for entries in the UK being the 12th June 2017. The UK finalists will be announced on 19th June 2017 and will be selected by the Glenfiddich UK Brand Team and UK Ambassador Mark Thomson, before competing in the UK Final on the 12th July.

Global Finalists will be announced in September 2017, and will take part in the Glenfiddich Experimental Bartender Academy in Scotland in November.

For more details on how to enter and for the full terms and conditions of the competition, please visit http://www.glenfiddich.com/uk/explore/experimental-whisky. All entrants must be over 25 years old and have the flexibility to attend a week-long trip to Scotland in November 2017. There is no cash exchange and the place on the Glenfiddich Experimental Bartender Academy is not transferable.

Glenfiddich IPA Experiment Launches In UK On-Trade With Young’s Exclusive

glenfiddich-ipa-and-serveGlenfiddich, the world’s most awarded single malt whisky, officially launches the Glenfiddich IPA Experiment in the UK on-trade starting with 85 Young’s pubs across London.

The Glenfiddich IPA Experiment is the world’s first single malt Scotch whisky finished in IPA craft beer casks. A collaboration between Glenfiddich Malt Master, Brian Kinsman, and Speyside craft brewer, Seb Jones, they worked together to pioneer a new single malt Scotch whisky imbued with zesty citrus and tangy hops from the oak casks that had previously held a bold Speyside IPA.

According to Glenfiddich Senior Brand Manager, Sarah Harding, “Since the Glenfiddich IPA Experiment launched in September 2016 in the off-trade, we have been overwhelmed by the interest from consumers and whisky connoisseurs nationwide due to the unique qualities of this experimental liquid. We are so pleased to be officially launching the Glenfiddich IPA in the UK on-trade with Young’s so more consumers can experience this collaboration between brewer, Seb Jones, and Glenfiddich Malt Master, Brian Kinsman.”

Gillian McLaren, Director of Marketing said “At Young’s we aim to go above and beyond when offering our consumers a range of unique drinks and experiences. We are seeing a growing demand for whisky and as Glenfiddich is one of the most innovative whisky brands in the world, we’re thrilled to be the first managed outlet to stock Glenfiddich IPA across 85 of our pubs. We hope it will appeal to our current whisky drinkers and look forward to educating more consumers on the wonderful world of whisky through our variety of consumer tasting events.”

Young’s will be hosting a number of Glenfiddich IPA Experiment whisky tasting events for customers which will run from 17th January until 17th March 2017. These include:
– January 18th (7pm-9pm): GLENFIDDICH IPA MASTERCLASS @ WHITE BEAR, KENNINGTON
– February 23rd (7pm-9pm): GLENFIDDICH DECONSTRUCTED @ DOG & FOX, WIMBLEDON

To find more information about the events and Young’s Whisky Tide campaign, visit http://www.youngs.co.uk/.

Glenfiddich IPA is part of Glenfiddich’s innovative Experimental Series, a new range that combines the brand’s passion for pushing Scotch whisky boundaries and its collaborations with trailblazers from the whisky world and beyond.