William Grant & Sons brand Glenfiddich has marked the launch of its limited-edition 29-year-old Grand Yozakura single malt scotch whisky with an immersive experience at Harrods which brings to life the beauty and vibrancy of Japan.
Entitled “Tokyo After Dark”, the month-long experience celebrates the launch of Glenfiddich Grand Yozakura, a single malt Scotch whisky finished in casks that formerly contained Awamori, a traditional Japanese distilled spirit.
This new, innovative whisky is inspired by Hanami, the ancient tradition where Japan appreciates the fleeting beauty of nature through the Sakura (cherry blossom) which is best experienced at night when the Sakura are illuminated, known as Yozakura or “night Sakura”.
The “Tokyo After Dark” experience on the fifth floor at Harrods is a luxury reimagining of an izakaya, a traditional style of Japanese bar, for which Glenfiddich has collaborated with King Houndekpinkou, a Japanese-inspired ceramist, to create a mesmerising ceramic expression of Japanese nightlife inspired by the artist’s own experiences of Japan and its culture.
The launch campaign has been delivered by a cross-agency team working with Glenfiddich including Space (Creative), W Communications (PR/Creative/Talent & Event Management), MTArt (Artist Partnership), The Constant Media (Website) and Dentsu (Media).
Awareness driving comms, created by Space, with the invitation to “Get Lost In Tokyo After Dark” include luxury print ads in titles such as Esquire, Tatler and GQ, social media assets across Facebook, Instagram, and Pinterest, and DOOH throughout Harrods.
"Glenfiddich Grand Yozakura exemplifies our brand’s maverick spirit, which is utterly embodied by this unique collaboration. Just like Hanami, “Tokyo After Dark” is a fleeting moment of beauty borne by Glenfiddich single malt scotch whisky and Japanese-inspired ceramic artist King Houndekpinkou. The impressive setting is designed to transport visitors to Tokyo’s vibrant nightlife, while exploring more about the partnership and Glenfiddich’s portfolio."Zoi Fysari, UK Brand Manager at Glenfiddich
The “Tokyo After Dark” experience is open during store hours from 31st May 2023 to 29th June 2023. Alongside this, the Baccarat Bar in Harrods will be serving Glenfiddich Grand Yozakura, five different Glenfiddich cocktails and a specially curated Glenfiddich menu.
Grand Yozakura is the latest release within the renowned Glenfiddich Grand Series; a luxury range of extraordinary single malts characterised by innovative and experimental cask finishing.