Last month Glenfiddich welcomed 350 members of the Scottish on-trade to its spiritual home of Dufftown for the inaugural Glenfiddich Festival Experiment. The private two-day festival was launched as a thank you to the Scottish hospitality industry for its continued support of Glenfiddich, and to celebrate Glenfiddich’s Experimental Series. Attendees experienced a jam-packed schedule of homegrown musical acts, distillery tours, exclusive whisky tastings, live comedy, a silent disco, massages and more.
After a high energy first day, headlined by Scottish favourites Twin Atlantic, everyone was in high spirits, and when the rain clouds came in the next morning, it was clear that nothing was going to dampen the spirits of festival-goers.Embracing the true Scottish weather, guests continued on with the distillery tours and activities, some even rallying together for an impromptu game of football. Just when the rain looked like it was set to stay, the sun came back ahead of an intimate gig by The Fratelli’s in the main tipi, complete with an enthusiastic encore. Mark Thomson, Scottish Brand Ambassador, William Grant & Sons UK, commented, “The festival seemed a good idea on paper, but in reality, it turned out to be a truly fantastic event – even if the weather tried it’s best to spoil that.
The crowd were in the best of spirits throughout and it was clear that nothing was going to stop them seeing this first festival be a huge success. Maybe that’s because they were all Scottish? Or bartenders? Either way I have a huge amount of respect for the industry folk who joined us and thank them for making The Glenfiddich Festival Experiment 2017 as amazing as it was. Michael Wells, Glenfiddich UK Brand Manager added, “We are really pleased with the success of the festival and glad we were able to offer the on-trade such a memorable experience. We launched the Experimental Series a year ago, and with more expressions on the way we really wanted to celebrate this latest chapter for Glenfiddich with the industry, and inspire them to get outside their comfort zones.”