Category Disrupting Serves for Glenfiddich
Space Supports Global On-Trade Launch of The Glenfiddich Experimental Series
Space has developed two brand new product serves and a supporting campaign, including experimental films, for a new product launch from the world’s most awarded single malt scotch whisky brand, Glenfiddich.
Glenfiddich is launching the first two expressions from the Glenfiddich Experimental Series, an ongoing range of experimental whiskies that is the result of the distiller collaborating with trailblazers from the whisky world and beyond. Designed to inspire unusual and unexpected variants, the Glenfiddich Experimental Series will develop new and exciting variants for whisky drinkers, enthusiasts and those new to the category.
The first two whiskies, Glenfiddich IPA Experiment and Glenfiddich Project XX (pronounced ‘twenty’) are being launched globally this October in the on and off trade, targeting 30 to 45-year-old males. Space, which has a broad-reaching creative remit, has developed a series of communication tools designed to hero Glenfiddich’s maverick spirit and determination to rewrite the rules of the single malt category with its new range.
Space has developed two disruptive new serves for the whiskies to appeal to the target market in on-trade accounts. Glenfiddich IPA Experiment, which was developed by the brands’ malt master, Brian Kinsman, and Speyside craft brewer Seb Jones, is served with a slice of blood orange peel to perfectly complement the hoppy notes from the beer. Glenfiddich Project XX, the result of 20 of the brands’ Ambassadors each choosing a cask for Kinsman to marry into one exceptional whisky blend, is served with sea salt on the rim of the glass to enhance its summer fruit and candy floss notes.
The first activity – two hero films shot in reverse to land the experimental message – has been produced by Space to make the serves famous across the on-trade and Glenfiddich’s social media channels. Space has also developed new glassware to accompany the serves, plus a beer tap Glorifier for the Glenfiddich IPA Experiment bottle as well as other POS materials.
The Glenfiddich Experimental Series launch is set to be Glenfiddich’s biggest activity of the year.
A Glenfiddich spokesperson said: “We wanted a launch strategy for the Glenfiddich Experimental Series that was in keeping with the ambition we have for the brand. Glenfiddich prides itself in being a trailblazer in the history of malt whisky, and this is an important new chapter for us. Everything about the Glenfiddich Experimental Series steers clear of traditional conventions of whisky. Its appeal is to a new group of customers who are looking for something a bit different, and that adds an element of theatre to their evening. The Glenfiddich Experimental Series is it.”
Jason Nicholas, Managing Partner at Space, said: “It is an honour to be chosen by Glenfiddich to support the global launch of the Glenfiddich Experimental Series. Working on a brief with category disruption at its heart and alongside a client looking for brave creative solutions, has been a real privilege.”