BITE Insight

The golden hues of a whisky-filled glass have graced the hands of many an old, suited, business-man. It is a drink that comes laden with preconceptions and stereotypes. But Glenfiddich have set out to challenge the conventional idea of a whisky drinker with the launch of The Experimental Series.

Working with creative agency Space, the 130-year-old brand created a global TV ad to sit at the heart of the campaign. The ad demonstrates the extremes of human intellect, with a focus on mastery and creativity, the two key principals behind Glenfiddich and its pioneering attitude.

The integrated and collaborative campaign aims to re-define whisky for a new generation, encouraging this younger audience to “Unlearn Whisky”. The Experimental Series is an ongoing range of new and innovative whiskies, with the first two released this year.

The two whiskies are the Glenfiddich IPA Experiment, the world’s first single malt whisky finished in IPA (Indian Pale Ale) casks and, Glenfiddich Project XX. The second project invited 20 whisky experts to each choose their own cask, all of which were then blended to create the final whisky. Two short films demonstrate the best serve for each whisky, with accompanying glasses and bar materials.

By helping to introduce a younger audience to the world of whiskey, Glenfiddich are creating a new realm of fans. As their palettes mature, they are more likely to remain loyal to the brand.

The Series is set to run over the next few years, with more exciting launches for the future. Glenfiddich carries the weight of over a hundred years in existence, part of the insight behind the creation of new whiskies: “only by mastering our art do we earn the right to truly experiment”.