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Glenfiddich becomes official partner of Aston Martin F1 team
Scotch whisky brand Glenfiddich has entered into a multi-year partnership with the Aston Martin Formula One Team and will launch a unique 1959 expression in honour of the collaboration, db can reveal.
Glenfiddich and Aston Martin have entered into a multi-year partnership, with Glenfiddich set to “redefine exceptional experiences” within the world of F1, db can exclusively reveal.
The collaboration will “bring whisky and motorsport fans together through unforgettable moments at the intersection of heritage and high performance,” says Soren Hagh, CEO of William Grant & Sons, which owns Glenfiddich.
As part of the collaboration, Glenfiddich has crafted an extraordinary whisky in celebration of Aston Martin’s debut in the world of Formula One, which took place in 1959.
Unveiled today at the Las Vegas Grand Prix, the ultra luxury 1959 bottling has been drawn from a rare Sherry butt, and according to Glenfiddich malt master Brian Kinsman it offers “unparalleled depth and complexity”.
Pivotal moment in history
“This limited edition 1959 bottling represents a pivotal moment in history – the year Aston Martin first entered Formula One and won Le Mans,” says Kinsman. “To honour this milestone, we delved deep into the Glenfiddich archives and unearthed this exceptional expression from that very year.
“It is a rare whisky that embodies the essence of this partnership, capturing the spirit of innovation and excellence that both Glenfiddich and Aston Martin have upheld for decades. The bottle is a tribute to our shared legacy, connecting the past with the future in a truly remarkable way.”
Visually, the whisky opens with a deep mahogany hue, hinting at its intense and complex character, says Kinsman. The nose is “richly layered, with notes of oak, aged leather, tannin and beeswax mingling with the earthy essence of a dunnage warehouse floor”.
A drop of water is said to release “waves of sweetness and dried fruit, with whispers of raisins and sun-dried prunes”.
On the palate, there is oaky spice intermingling with cloves, dates, and walnuts, evoking the festive warmth of Christmas pudding and the bittersweet allure of dark chocolate.
Speaking to the drinks business, Søren Hagh, CEO of William Grant & Sons, says that premium spirits are increasingly becoming part of the F1 viewing experience.
“Across the luxury landscape, brands are increasingly entering collaborations with industries like automotive to create multifaceted experiences that resonate with modern audiences,” he says. “With this multi-year partnership, Glenfiddich aims to inspire fans from both brands worldwide, creating a legacy that transcends their respective industries.”
The two brands, Hagh, says, have several things in common: “British heritage, commitment to craftsmanship, and a forward-looking ethos.”
As for when F1 drivers will be able to enjoy a taste of the new 1959 bottling, Hagh adds: “Once race day is over and they are no longer required to compete! Glenfiddich promotes responsible attitudes to alcohol. You should never drink and drive.”
For more on this landmark partnership read our longer feature in the December issue of the drinks business, coming soon.
Formula One team
The Aston Martin Aramco Formula One Team was founded in 1913 by Lionel Martin and Robert Bamford. Its first Grand Prix was in 1922, while the team famously won the 24 Hours of Le Mans in 1959 and briefly competed in Formula One in 1959 and 1960.
Aston Martin returned to the Formula One grid in 2021 under the leadership of Canadian entrepreneur, Lawrence Stroll, and enjoyed its most successful season to date in 2023, securing eight podium positions and 280 points on its way to finishing fifth in the Constructors’ Championship.
For 2024, double world champion Fernando Alonso and Canadian Lance Stroll head a driver line-up supported by Test and Reserve Driver Felipe Drugovich, Stoffel Vandoorne and Team Ambassador Pedro de la Rosa.
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