Glenfiddich Aroma Lab opens in Harrods

William Grant & Sons has launched the Glenfiddich Aroma Lab in luxury retailer Harrods’ new Fine Wines and Spirits Rooms.

The Glenfiddich Aroma Lab is located in Harrods’ fine wines and spirits room

The Glenfiddich Aroma Lab will offer shoppers the chance to explore their whisky palates through six aromas, which were developed specifically for the Speyside brand by Emmanuelle Moeglin, founder of the Experimental Perfume Club.

Moeglin worked with Glenfiddich malt master Brian Kinsman to create a spectrum of scents. Consumers should be able to find their “ideal whisky style” by choosing their favourite three scents out of the six.

The resulting preference will then correspond to one of the 14 Glenfiddich whiskies available to purchase at Harrods, which vary in price from £35 to £28,000.

Sven Rutherford, Glenfiddich UK brand ambassador, said: “Collaboration is intrinsic to Glenfiddich and we’re delighted that we’re able to bring Brian and Emmanuelle’s unique sensory activation to life in one of the world’s most iconic stores.”

Harrods unveiled its new Fine Wines and Spirits Rooms last month, which categorises spirits by flavour profile rather than brand.