Glenfiddich has launched its latest innovation ‘The Experimental Series’, a range that pushes the boundaries of the entire single malt category.
Independent communications agency Agent99 Public Relations has commenced introducing the first two products in the series through intimate media tastings and influencer partnerships.
The Experimental Series is born from collaborations with like-minded ‘mavericks’ and experts in their fields. To launch the series is the Glenfiddich IPA Experiment, the world’s first whisky finished in Indian Pale Ale casks.
The second innovation is Project XX (pronounced ‘twenty’) and is a unique collaboration between 20 whisky experts selected from 16 countries around the world and Glenfiddich’s Malt Master Brian Kinsman.
“The Experimental Series is not only an ode to Glenfiddich’s creation of the entire single malt category, but a celebration of how the brand continues to revolutionise the industry,” said Mark Little, marketing manager for William Grant & Sons.
“We know that Agent99 understands our unique direction, and will create amazing content to support us to connect with today’s forward-thinking generation of whisky lovers.”
To kick off the campaign, Agent99 hosted an intimate dinner with top tier journalists and their guests at The Old Clare Hotel in Sydney. The Old Clare stitches together two inherited buildings, the Carlton United Brewery Administration Building and the County Clare Hotel.
Entitled ‘Dinner With A Maverick’, the event showcased tastings of the Series (led by Glenfiddich Ambassador Richard Blanchard) as well as a special guest attendee and prominent Australian maverick Dan Gregory (Panellist on the Gruen Transfer and CEO of The Impossible Institute), who presented his insights into what a ‘maverick’ is, and his own journey to becoming one himself.
Agent99 PR will also be hosting a launch for influencers in December. The event will see a selection of influencers invited into William Grant & Sons HQ in an exclusive behind-the-scenes, Willy Wonka-style experience. The event will act as a ‘visual feast’ and creative insight into the Series.
Agent99’s director Sharon Zeev Poole said, “We love working alongside brands that are always pushing the boundaries, and we are so excited to introduce these new innovations to new audiences.
“The event concepts we have created are fully immersive experiences, allowing us to tell the Glenfiddich story, unique discoveries and creations throughout their single malt journey.”
Agent99 has been working across the William Grant & Sons portfolio since early 2015, delivering PR campaigns for The Balvenie, Monkey Shoulder, Glenfiddich, Solerno and Hendrick’s Gin, to name a few.