News

Glenfiddich and British designer Ahluwalia launch jackets for bartenders

29 September 2023 By Eloise Feilden

Speyside single malt Scotch whisky distillery Glenfiddich has teamed up with a British designer on a new fashion collaboration for bartenders.

Glenfiddich, owned by William Grant & Sons, has announced Glenfiddich Rare Measures by Ahluwalia, a collaboration with British fashion designer Priya Ahluwalia who takes inspiration from her Indian-Nigerian roots.

Following London Fashion Week Spring Summer 2024, the Speyside distillery is honouring UK bartenders with the new clothing venture, and has created just 150 bomber jackets, designed for bartenders up and down the country.

Five winners outside the bartending community will be in with a chance of winning a jacket via a ballot on the Glenfiddich website.

The custom-made garment features Ahluwalia’s iconic wave pattern combined with the original map of the Glenfiddich distillery in Dufftown, Scotland.

“We’ve used the original distillery map as the base design as the centrepiece of the jacket then combined traditional and contemporary materials to represent the brand’s modern values,” the designer said. “I wanted to create something that was true to the Ahluwalia world aesthetic, whilst incorporating Glenfiddich’s history, but most importantly championed its drive to innovate and look forward.”

Mark Thomson, Glenfiddich brand ambassador to Scotland, added: “Glenfiddich is always looking for ways to push the limits of what’s expected from a whisky brand. Similarly, Priya has been breaking boundaries in the fashion industry so partnering with her and the Ahluwalia brand for this first-of-its-kind fashion partnership for Glenfiddich UK made perfect sense. We want to use this partnership and the stunning jacket she has designed to say thank you to the bartending community as we head into what will be the busiest quarter of the year for the on trade; a garment that not only looks great but perfectly embraces Glenfiddich’s rich history.”

The Glenfiddich Rare Measures by Ahluwalia jacket is available in sizes small to extra-large. For more information on how to obtain one of these jackets, bars and bartenders are encouraged to get in touch with their local William Grant & Sons sales representative.

Nicolas Feuillatte welcomes new year with new UK importer

SWR: lighter bottles for entry level wines is 'the wrong message'