Intuitive movement: how Glenfiddich is rethinking luxury
William Grant & Sons’ Glenfiddich is reshaping the nature of luxury via a mix of new whiskies and its Aston Martin Formula One collaboration.
“Innovation has always been part of Glenfiddich’s DNA,” says Brian Kinsman, malt master at William Grant & Sons (pictured above). “The distillery was founded by people who weren’t afraid to take risks; that spirit still guides us today, and is a driving force behind Glenfiddich’s status as the world’s most awarded single malt Scotch whisky.”
Kinsman, who has a chemistry background, has long been fascinated with the science and technical side of how spirit and wood interact to create different flavours. As his blending experience has strengthened, so too has his passion for exploring new flavour possibilities in Scotch.
“We’re constantly exploring, whether through cask finishes, new maturation techniques, or collaborations that challenge how people think about single malt,” he shares. “But it’s never innovation for its own sake. It has to add depth or enhance the flavour in a meaningful way. At the same time, we’re embracing new technologies and digital tools where they genuinely help us make better whisky. It’s that blend of curiosity, craft and respect for our heritage that keeps us moving forward.”
One of Kinsman’s most recent creations was the Glenfiddich XS range, a trio of single malts aged for 15, 18, and 21 years. Kinsman says the range was a response to consumer demand and was created to appeal to a new audience of whisky drinkers. “We have been speaking directly to consumers and listening to what they want,” he explains. “The Glenfiddich XS range is a beautiful marriage of traditional Glenfiddich character with a subtle additional layer of flavour from the Sherry finishing casks. Glenfiddich XS is designed to be approachable for newer whisky drinkers by offering a balanced and versatile flavour profile that is rich and intriguing without being intimidating.”
It’s an example of how ‘approachable’ doesn’t need to equate ‘compromise’. Glenfiddich has built a solid reputation on delivering flavourful, quality whiskies – and XS is no different. The range aims to showcase the layers of flavour that can be created through careful, skilful maturation, and utilises a variety of Sherry casks: oloroso, Moscatel, and Pedro Ximénez.
“Every cask has its own personality, and that keeps things interesting,” Kinsman says about remaining inspired about uncovering new flavours in whisky. “We’re always learning, always experimenting, but the ultimate aim remains the same: to create whiskies that feel true to our character while offering something truly new.”
At a time when the Scotch category has been inundated with prestige offerings, Glenfiddich XS is also an affordable option for consumers, with the 15-year-old priced at RRP £58 (US$74), the 18-year-old at £88, and the 21-year-old clocking in at an understandably more expensive £170.
New generation
For Will Peacock, global luxury director at William Grant & Sons: “It is important for us at Glenfiddich to appeal to a new generation of single malt drinkers coming into the category, as well as those that enjoy Glenfiddich regularly. Luxury is less about a specific price point, but the highest quality of craft, liquid and character that creates a wonderful experience for the drinker. Luxury is shifting, especially as young drinkers shape new expectations and rituals.”
Peacock draws on his experience working in the luxury segment of the Scotch market, and says today’s luxury whisky consumers remain discerning, and “value heritage and craft, innovation, alongside the highest-quality whiskies, incredible flavour and increasingly a deeper connection with the brand”.
Glenfiddich XS is not the brand’s only luxury endeavour, nor its only creation to connect with more consumers. At the tail end of 2024, the Speyside whisky brand partnered with Aston Martin Formula One, and kicked off the collaboration with a 65-year-old whisky. Since then, the campaign has extended into global travel retail with the launch of a 19-year-old bottling; it has also produced a 16-year-old whisky, and grew further into a global partnership with British car manufacturer Aston Martin in August this year.
What gives Glenfiddich and the Aston Martin Formula One Team such a strong relationship? “Together, we create moments that neither brand could deliver alone: from immersive global activations to rare whisky releases that celebrate milestones in Aston Martin’s racing history,” explains Claudia Falcone, global brand managing director, William Grant & Sons. “The partnership is not just about sharing logos, it’s about opening new worlds to each other’s audiences, and building something that genuinely sits beyond the category, for those who value the journey as much as the destination.”
Falcone explains how this modern move builds on the brand’s 138-year-old tradition. As she has alluded to, it’s a way for the brand to explore new directions covering design, innovation and storytelling – all of which echo the brand sentiments already shared by Kinsman and Peacock.
Just over a year into the partnership, Falcone states it has “been very successful in introducing Glenfiddich to new, discerning audiences worldwide”. The collaboration has empowered the brand to move deeper into markets such as the US, China, Taiwan, Korea, Nigeria, and the UK through immersive pop-ups and VIP experiences.
“We have seen strong engagement from consumers who value craftsmanship, performance and authenticity, with many discovering single malt Scotch for the first time through this collaboration, giving us an exciting platform to grow the category and welcome new enthusiasts,” Falcone adds.
The brand intends to continue building on this momentum in 2026. Falcone shares: “At The Singapore Grand Prix – an iconic fixture in the race calendar – we activated a city takeover bringing the story of our limited edition releases to life through a series of experiences that stretched from Changi Airport to a four-day takeover of The Warehouse Hotel, where VIP guests were hosted by our malt master Brian Kinsman.
“This is just a taster with events taking place across the globe from South Africa to Taiwan, Korea and the UK. In 2026, we’re excited to build on this momentum and continue offering fans unforgettable experiences that go beyond the racetrack and the whisky worlds alike.”
Kinsman shares her sentiment. He says: “The most important thing is to make whisky feel approachable. Scotch can sometimes seem a bit intimidating from the outside, there’s a lot of history and terminology, but at its heart, it’s simply something to be enjoyed and shared. I’d like to see us, as an industry, continue opening doors to new generations of whisky drinkers.”
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