Glenfiddich and Aston Martin F1 launch GTR campaign
William Grant & Sons-owned Glenfiddich has launched a global travel retail (GTR) campaign with the Aston Martin Formula One team.
The campaign focuses on the launch of Glenfiddich 19-year-old, a limited-edition single malt created in partnership with the Aston Martin Formula One racing team, exclusively for the GTR channel.
The launch follows a global partnership announcement between the single malt brand and Aston Martin, and the reveal of a 16-year-old limited edition last month.
Rufus Parkinson, GTR regional managing director for William Grant & Sons, said: “This campaign truly encapsulates the spirit of innovation and excellence that unites Glenfiddich and the Aston Martin Formula One team. We are thrilled by the potential of this partnership and the impact it will have on the world of single malt whisky.
“By creating a distinctive new offering, we are not only elevating the travel retail experience but also driving footfall and deeper engagement for the whisky category.”
A series of global activations for the campaign are planned to take place from this month (September) until the end of the year.
These activations will take place across 18 key airports, including Singapore, London Heathrow, Amsterdam, Delhi, Mumbai, Incheon, Abu Dhabi, Doha, Dubai, Taipei, Guangzhou, Beijing, Shanghai, Hong Kong, Los Angeles, New York, Istanbul and Frankfurt.
Changi activation
The campaign launched with an exclusive flagship activation at Singapore Changi Terminal 3, running until 11 October. The timing aligns with the increased foot traffic from travellers ahead of the Singapore Grand Prix in October.
The activation showcases the debut of Glenfiddich’s 19-year-old Limited Edition and the GTR première of the Glenfiddich 1959, which pays tribute to the year Aston Martin entered Formula One. Only seven bottles of the 1959 vintage exist worldwide, with the sole allocation for GTR available exclusively at Singapore Changi Airport.
At the centre of the dedicated space in Changi is a full-scale replica of an Aston Martin Formula One car, set against a digital backdrop inspired by the Scottish Highlands.
Guests at the outpost can sample the limited edition alongside dark chocolate. Each purchase includes a complimentary engraving and gifts such as a cap.
Hung Jean, managing director of airside concessions at Changi Airport Group, said: “Changi Airport is honoured to be the first travel retail destination to launch this one-of-a-kind experience, where the timeless craftsmanship of Glenfiddich meets the precision and power of the Aston Martin Formula One team.
“As the roar of F1 excitement builds and we welcome global travellers to Singapore, Changi aims to make every journey unforgettable. This immersive pop-up is more than a retail experience – it’s a celebration of performance, innovation, and discovery, right here at Changi Airport.”
In addition to the limited-edition release, the activation aims to highlight the broader Glenfiddich single malt portfolio, focusing on the rare and premium expressions of the Glenfiddich Grand Series Collection.
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