Cont ent s Unlearn __________________________________ 4 The Experimental Series __________________ 5 Glenfiddich IPA Experiment _______________ 7 Project xx ________________________________ 11 Perfect serves ___________________________ 17 Events ___________________________________ 21 About ___________________________________ 22 Contact Details __________________________ 25
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u n l e a rn whis k y When you have mastered your art and are at the top of your game, there is only one way to push things further – and that is to unlearn everything you know. Open your mind to new and unlikely experiences; think playfully, problem solve through creativity; do all the things that you have learned as an adult not to do. We have mastered our craft and therefore earned the right to innovate and rewrite the rules again. What we are is a maverick – and a maverick is defined by their actions, not their words. The Glenfiddich Experimental Series is the result of unlearning what we know and being who we say we are: the Maverick Whisky Makers of Dufftown
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Introducing
T h e Gl enf iddic h E x p e r i m enta l S eries Glenfiddich, the World’s Most Awarded Single Malt Whisky, today launches the Glenfiddich Experimental Series, a new range that combines the brand’s passion for pushing Scotch Whisky boundaries and collaborating with trailblazers from the whisky world and beyond. 5
The Glenfiddich Experimental Series is designed to inspire unusual and unexpected variants, and today sees the unveiling of two new truly innovative expressions:
#01 GLENFIDDICH IPA EXPERIMENT #02 PROJECT XX
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Introducing the
Gl e n f iddic h IPA E x p er iment th e wor l d ’s f i rst s i n g l e m alt Scotc h w h i sk y f i n i s h e d i n I n di a Pa l e A l e ( I PA ) c raf t be e r c a s k s . 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 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. In the process of Glenfiddich crafting a new whisky for the Glenfiddich Experimental Series, the pair also created a brand new IPA craft beer. To pioneer a brand new malt, the collaborators first had to design and create a new IPA craft beer that would go into whisky casks, which would later be used to finish the first experimental variant. The intensive experimental process involved creating three separate brews of different strengths and levels of hops. Brian seasoned up to nine American oak casks at a time with the IPA brews, varying the time the IPA craft beer spent penetrating into the oak casks, before filling the casks back up with whisky to assess the flavour profiles. Created from partnerships and collaborations with like-minded mavericks from a wide range of different industries, the Glenfiddich Experimental Series unlocks new whisky possibilities in the true spirit of experimentation. The Glenfiddich IPA Experiment is the first in the series which will include a number of unexpected variants over time.
AVAIL ABLE FROM THE 6TH SEPTEMBER IN SUPERMARKETS AND SPECIALIST WHISKY STORES ABV 43%, 70CL, ÂŁ45.00
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b r i a n kins ma n
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“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 new range combines our passion for pushing Scotch whisky boundaries and collaborating with trailblazers in the whisky world and beyond. We’re thrilled to announce the new Glenfiddich IPA Experiment variant, born from our collaboration with a local Speyside craft brewer, and excited about the future possibilities with this Experimental Series.” “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.”
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P rojec t xx 2 0 m i n d s . o n e u n e x p e c t e d w h i s k y. T he r esu lt of on e o f t h e m o st am bi t i o u s m a lt ex per i ments o f i t s 1 3 0 -ye ar h i sto ry. Project XX (pronounced ‘twenty’) is part of the new Glenfiddich Experimental Series that pushes Scotch whisky boundaries by collaborating with trailblazers in the world of whisky and beyond to unlock new whisky possibilities. Glenfiddich Project XX is the result of 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 in Dufftown. The experts have accumulated a wealth of whisky knowledge between them and spend their lives introducing single malts to whisky connoisseurs, enthusiasts and novices, imparting knowledge and information. Many of them are the foremost experts on Glenfiddich in their respective countries. 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. Brian’s ambition was to create one remarkable single malt, by combining the curiosity and knowledge of these 20 experts. This freedom of choice resulted in a 20-strong collection of some of the most unusual whiskies from Glenfiddich’s unrivalled stocks, amassed and carefully nurtured throughout the brand’s 130-year history. After each expert had chosen a single cask of extraordinary liquid, from aged malts matured in port pipes to ancient sherry butts and first fill bourbon casks, Brian skilfully produced the final variant to reflect their individual tastes and interests. Expertly married together in a small batch vatting, the final flavour profile defied even his expectations. Created from collaborations with like-minded mavericks from a wide range of different industries, the Glenfiddich Experimental Series focuses on using unique and innovative production processes to offer a new kind of malt whisky experience.
AVAIL ABLE FROM SPECIALIST DEPARTMENT AND WHISKY STORES IN THE UK FROM SEPTEMBER ABV 47%, 70CL, £50.00
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b r i a n kins man “The final liquid was exceptional – and a special tribute to each individual cask the malts came from. The Glenfiddich Project XX we’re launching today 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.”
M a r k Tho ms o n “There are only a few times in your “whisky life” that you get to do something so creative as to develop a whisky that will eventually carry the Glenfiddich family name – Project XX is one of those rare moments. When the 20 Glenfiddich ambassadors from around the world gathered in Dufftown, they each had their own idea of what they wanted to add to the whisky. This lead us all on a crusade to chose oak casks that reflected the consensus of the group. To witness Brian’s undeniable skill to marry them into something with deep concentrated flavours, yet with such unmistakable finesse and DNA of our distillery, was magical.”
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Perfect serve
#0 1 I PA Exper iment Serve Re co m m e n dat i o n Pour over a 55mm ball of ice, rim the glass with the peel of a blood orange (or normal orange if unavailable), then twist the peel and drop it into the whisky. The citrusy blood orange peel perfectly complements the hoppy notes from the beer for an unexpected delight. Ta st i n g n ot e s The delightful combination of zesty citrus notes followed by soft, sweet vanilla and a hint of fresh hops is as unusual as it is pleasing.
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Perfect serve
# 0 2 p roj ec t xx Serve R ecom m e n dat i o n
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Add a sprinkle of water to the outer lip of a glass, dab the glass lightly into a bowl of sea salt flakes, picking up 2 or 3 flakes. The salt works well with the fruity notes and adds an unforeseen enhancement. Ta sti ng n ot e s The warm summer fruity character you’ll recognise, the distinctive liquorice and candy floss notes you won’t; they’re delicious, but unexpected.
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E vent s Wa n t to ex per ie n c e t h e u n e x p e c t e d? Let us take you on a journey through the eyes of the Maverick Whisky Makers of Dufftown and encourage you to rewrite your own rulebook… EVENT
LO C AT I O N
D AT E
OT H E R I N F O R M AT I O N
Whisky Show
Old Billingsgate 1 Old Billingsgate Walk London EC3R 6DX
1-2 October 2016
Tickets available to buy from www.whiskyshow.com
Experimental Series Launch
The Vinyl Factory 16-18 Marshall Street London W1F 7BE
27-29 October 2016
Consumers will have the opportunity to discover the Glenfiddich Experimental Series themselves next month when we launch an immersive, sensory experience through the eyes of The Maverick Whisky Makers of Dufftown.
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Thursday 27th October VIP/Press event 1pm–6pm Friday 28th October Public day, 1pm–11pm (ticketed, details TBC) Saturday 29th October Public Day, 1pm–11pm (ticketed, details TBC)
We invite you to unlearn what you think whisky through a variety of interactive, edible and ingenious realities. The Experimental Series will inspire you to unlock your previous preconceptions of whisky and introduce you to a new understanding of innovation and experimentation to enable you to unleash the unexpected in the form of two new truly unusual and unexpected whiskies from Glenfiddich. You can experience the Glenfiddich IPA Experiment and Project XX at the Experimental Lab being held at The Vinyl Factory, W1
If you would like to join us at any of the above events, please contact Captive Minds:
For Whisky and Trade press inquires please contact salt communications:
Antonia Fenwicke-Clennell antonia@captiveminds.com 0207 422 8269
Louise Robertson louise.robertson@saltlondon.com +44(0)20 8875 2693
a bo ut EXPRESSION
ABV
RRP(ÂŁ)
STORE
Glenfiddich IPA Experiment
43% 70CL
45.00
Available from the 6th September in supermarkets and specialist whisky stores
Project XX
47% 70CL Non-chill filtered
50.00
Available in selected specialist and department stores from September 2016
ta st i ng not es Gle n fi d d i c h I PA E x per i men t
p roje c t x x
NOSE
COLOUR
A beautifully delicate balance of ripe green apple, William’s pear and spring blossom. Aromatic hops and fresh herbs compliment the characteristic Glenfiddich fruitiness and sweet, vanilla oakiness.
Classic Glenfiddich fruitiness with hints of apple blossom, summer fruits and ripe pear. A beautiful balance of oak with rich creamy vanilla, barley sugar and a hint of liquorice and subtle spice.
TA ST E
NOSE
Vibrant with a zesty citrus note followed by soft, sweet vanilla and a hint of fresh hops.
Vibrant with a zesty citrus note followed by soft, sweet vanilla and a hint of fresh hops
FINISH
TA S T E
Long lasting sweetness with subtle green hops.
A refined and balanced flavour with candy floss sweetness and a rich vanilla oakiness. Deep and mellow, the initial sweetness is complemented by unusual notes of toasted almonds, cinnamon and a hint of crisp tannin FINISH
Long lasting with a lingering sweet oakiness
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a b o u t w i l l i am g r a nt & so ns a n d g l enf iddic h William Grant & Sons Ltd. is an independent family-owned distiller headquartered in the United Kingdom and founded by William Grant in 1887. Today, the luxury spirits company is run by the fifth generation of his family and distils some of the world’s leading brands of Scotch whisky, including the world’s favourite single malt Glenfiddich®, The Balvenie® range of handcrafted single malts and the world’s third largest blended Scotch, Grant’s®, as well as other iconic spirits brands such as Hendrick’s® Gin, Sailor Jerry®, Milagro® Tequila and, most recently, Tullamore D.E.W® Irish Whiskey Recent Awards: I N T E R N AT I O N A L S P I R I T S CHALLENGE 2016
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Distiller of the Year Scotch Producer of the Year Gold: Glenfiddich 12 Year Old Gold: Glenfiddich 18 Year Old Gold: Glenfiddich 21 Year Old Gold: Glenfiddich 30 Year Old Gold: Glenfiddich 40 Year Old Gold: Glenfiddich Age of Discovery Madeira Gold: Glenfiddich Malt Master Gold: Glenfiddich Rare Oak 25 Year Old Gold: Glenfiddich Ultimate Silver: Glenfiddich 15 Year Old Silver: Glenfiddich Age of Discovery Bourbon Silver: Glenfiddich Age of Discovery Red Wine Silver: Glenfiddich Bourbon Barrel 14 Year Old Silver: Glenfiddich Cask Collection Reserve Cask Silver: Glenfiddich Cask Collection Select Cask Silver: Glenfiddich Cask Collection Vintage Cask Silver: Glenfiddich Distillery Edition Silver: Glenfiddich Excellence 26 Year Old Silver: Glenfiddich Rich Oak Bronze: Glenfiddich The Original
SCOTCH WHISKY MASTERS 2016
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Master: Glenfiddich 21 Year Old Master: Glenfiddich 30 Year Old Gold: Glenfiddich Cask Collection Select Cask Gold: Glenfiddich Malt Master Gold: Glenfiddich Cask Collection Vintage Cask Gold: Glenfiddich Distillery Edition Gold: Glenfiddich 15 Year Old Gold: Glenfiddich 18 Year Old Gold: Glenfiddich 25 Year Old Gold: Glenfiddich Excellence 26 Year Old Gold: Glenfiddich Age of Discovery Red Wine Gold: Glenfiddich Age of Discovery Bourbon Cask Gold: Glenfiddich Age of Discovery Madeira Cask Gold: Glenfiddich Ultimate Gold: Glenfiddich 40 Year Old Silver: Glenfiddich Bourbon Barrel 14 Year Old Silver: Glenfiddich Rich Oak Silver: Glenfiddich The Original Silver: Glenfiddich Cask Collection Reserve Cask
SAN FRANCISCO SPIRITS COMPETITION 2016
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Gold: Glenfiddich 14 Year Old WORLD WHISK Y AWARDS 2016
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Silver: Glenfiddich Age of Discovery Red Wine Cask Silver: Glenfiddich Ultimate 38 Year Old Silver: Glenfiddich Cask Collection Reserve Cask Silver: Glenfiddich Cask Collection Select Cask Bronze: Glenfiddich 15 Year Old Distillery Edition Bronze: Glenfiddich Age of Discovery Bourbon Cask Bronze: Glenfiddich 30 Year Old Bronze: Glenfiddich Excellence 26 Year Old Bronze: Glenfiddich Cask Collection Vintage Cask Bronze: Glenfiddich Malt Master I N T E R N AT I O N A L W I N E A N D SPIRITS COMPETITION 2015
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Trophy Best Single Malt Over 15 Years: Glenfiddich 21 Year Old Gold Outstanding: Glenfiddich Age of Discovery Bourbon Cask Single Malt Scotch Whisky 19 Year Old Gold Outstanding: Glenfiddich Speyside Single Malt Scotch Whisky 21 Year Old Gold: Glenfiddich Speyside Single Malt Scotch Whisky 40 Year Old Gold: Glenfiddich Speyside Single Malt Scotch Whisky 18 Year Old Gold: Glenfiddich Cask Collection Select Cask Speyside Single Malt Scotch Whisky
I N T E R N AT I O N A L W I N E A N D SPIRITS COMPETITION 2015
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Gold: Glenfiddich Ultimate Speyside Single Malt Scotch Whisky Gold: Glenfiddich Rich Oak Speyside Single Malt Scotch Whisky Gold: Glenfiddich Speyside Single Malt Scotch Whisky 12Year Old Silver Outstanding: Glenfiddich Cask Collection Reserve Cask Speyside Single Malt Scotch Whisky Silver Outstanding: Glenfiddich Speyside Single Malt Scotch Whisky 25 Year Old Silver Outstanding: Glenfiddich Cask Collection Vintage Cask Speyside Single Malt Scotch Whisky Silver Outstanding: Glenfiddich Age of Discovery Madeira Cask Finish Single Malt Scotch Whisky 19YO Silver Outstanding: Glenfiddich Speyside Single Malt Scotch Whisky 15 Year Old Silver Outstanding: Glenfiddich Malt Masters Edition Speyside Single Malt Scotch Whisky Silver Outstanding: Glenfiddich Speyside Single Malt Scotch Whisky 30 Year Old Silver Outstanding: Glenfiddich Distillery Edition Cask Strength Speyside Single Malt Scotch Whisky Silver Outstanding: Glenfiddich Age of Discovery Red Wine Cask Finish Single Malt Scotch Whisky 19 Year Old Silver Outstanding: Glenfiddich Excellence Speyside Single Malt Scotch Whisky 26 Year Old Silver Outstanding: Glenfiddich The Original Speyside Single Malt Scotch whisky
Click on www.williamgrant.com for more information on the Company and its brands.
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For further information or press inquiries please contact: consumer Captive Minds Antonia Fenwicke-Clennell antonia@captiveminds.com +44(0)20 7422 8269
trade salt communications Louise Robertson louise.robertson@saltlondon.com +44(0)20 8875 2693