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Glenfiddich launches Formula 1 partnership with Aston Martin
By Shivani Dubey | 21 November 2024 | Food & Drink, Motoring, Sport
Glenfiddich has announced a multi year partnership with Aston Martin Formula One team at the Las Vegas Grand Prix
Glenfiddich, the luxury whisky brand, has entered the world of Formula 1 by announcing a multi-year global partnership with the Aston Martin Formula One team. This collaboration was announced at the Las Vegas Grand Prix on Wednesday.
This partnership will see Glenfiddich and Aston Martin share expertise in design, innovation and craftsmanship, engaging more fans of F1 globally. Together they aim to create a legacy that “transcends industries, setting a new standard for blending passion, precision and quality for those who value the journey as much as the destination”.
To celebrate this partnership, Glenfiddich is unearthing a rare cask from 1959, which pays tribute to Aston Martin’s debut in Formula 1. This exclusive expression is made from an exceptional sherry cask known for its rich intensity. This liquid will be bottled into a commemorative single bottle to celebrate the launch of the partnership, marking a new chapter in the art of whisky and motorsport excellence.
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The 1950s were a pivotal time for Glenfiddich, and this whisky is a key part of the brand’s heritage. At a time when single malts were virtually unknown beyond Scotland, this cask helped lay the groundwork for the category’s rise. Similarly, Aston Martin began its transformation into a global symbol of luxury, innovation and performance and paved the way for the team’s first foray into Formula 1 in 1959, making this a celebrated collaboration.
Speaking about this launch, Søren Hagh, CEO of William Grant & Sons, expressed how this partnership is rooted in “a shared passion for excellence and innovation”.
“Glenfiddich’s whisky-making heritage meets Aston Martin’s iconic presence in motorsport, creating a timeless yet forward-thinking partnership. Together, we’re inspiring a global audience, inviting them to experience a legacy built on dedication and mastery,” said Søren.
Brian Kinsman, Glenfiddich’s malt master, added how this gives the brand an opportunity to innovate in exciting ways.
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“The synergy between Glenfiddich and Aston Martin Formula One Team allows us to innovate in exciting ways. This rare 1959 bottling captures our shared commitment to excellence and passion, with each detail refined to reflect Glenfiddich’s signature intensity balanced with Aston Martin’s bold spirit,” he said.
Echoing these sentiments, Lawrence Stroll, owner and executive chairman of Aston Martin Formula One team said, “At Aston Martin Formula One team, we continuously push boundaries to set new standards, and Glenfiddich embodies that same spirit of perfection and innovation.”
“The Las Vegas Grand Prix is the perfect stage to debut our partnership, and we’re excited to offer fans an unforgettable experience that transcends the racetrack and whisky world alike,” he added.