Following the launch of the latest edition of its Where Next campaign earlier in the year, renowned single-malt Scottish Whiskeymaker, Glenfiddich, treated its Mavericks and strategic partners to an exquisite voyage to Scotland and a tour of the Glenfiddich Speyside Distillery in Dufftown situated in the north-eastern side of the country, on the 2nd of August.
Glenfiddich Mavericks, M.I, Mr Eazi, RMD go on cultural and whisky expedition to Scotland
Designed to give Mavericks — like Mr Eazi, M.I The Guy, Richard Mofe Damijo, Ayinna Nwigwe, Deremi Ajidahun, Ogwa Iweze and other important stakeholders the best of Scotland, the tour submerged all in an experience befitting royalty. This included a rare first-hand experience of Glenfiddich's time-honoured whiskey-making process, as well as a thrilling immersion into Scottish culture.
The tour kicked off with an exploration of the 137-year-old distillery nestled amongst the picturesque hills of Scotland, where the Mavericks were treated to some of the oldest bottles of Glenfiddich Whiskey including the ultra-rare reserves. The brand also treated the Mavericks to a luxurious whiskey-pairing dining experience where they enjoyed some of the brand’s iconic flavours.
Speaking on the initiative, Eddie Madaki, Prestige Manager, Williams Grants and Sons, denoted, “Whiskey making is a time-honoured craft that requires deftness and attention to a ton of tiny details that make every sip a wonderful experience. With this tour, we hope to deepen the appreciation for the expertise and ingenuity that goes into every bottle of Glenfiddich whiskey.”
“Our Speyside Distillery has been the birthplace of many of our unconventional whiskeys. It is also the centre from which our very first casks of single malt whiskies were created. These unique characteristics make it the perfect location to take a dive into the culture and processes that make Glenfiddich’s renowned whiskies stand out,” said Struan Grant Ralph, Global Brand Ambassador, Glenfiddich.
In addition to the tour of the Speyside Distillery, the Mavericks had the opportunity of visiting some of the country’s iconic and cultural landmarks and also enjoyed activities reminiscent of Scotland including clay pigeon shooting, archery and dressing up in the traditional garments of the Scots otherwise known as Kilts.
For Glenfiddich, outperforming oneself, breaking norms and taking risks is at the core of every phenomenal achievement and exciting invention — this forms the pillars of the brand’s ideology, Where Next campaign, and is at the heart of every Maverick.
In celebrating these emboldened individuals, Glenfiddich not only honed its legacy of excellence but also forged a deeper connection with those who, like the Mavericks, understand that true greatness is found in the courage to explore uncharted territories and redefine possibilities. The Where Next Campaign extends beyond a mere tour—it symbolises a shared ethos of breaking free from conventions and venturing into a world of limitless potential. As the Glenfiddich Mavericks return from this remarkable journey, their stories further inspire us all to seek what lies beyond and to savour life's most exceptional moments.
For more information about the Where Next Mavericks campaign, visit:
Founded in Dufftown, Scotland by innovator William Grant, Glenfiddich first ran from the stills on Christmas Day, 1887. Adopting revolutionary methods and practices, Grant’s maverick attitude to whisky production saw Glenfiddich excel for over a hundred and thirty years, becoming the first single malt whisky to be promoted outside of Scotland, and ultimately, the best-selling and most awarded single malt whisky in the world. While Glenfiddich is now sold in over 180 countries across the world, the brand is one of the few single malt distilleries to remain entirely family-owned and is still produced in the same distillery which William Grant and his children hand-built.
William Grant, the founder of Glenfiddich, was one of the pillars of the Dufftown community in 1887. He is most famous for owning his own distillery, but he also had a wide range of interests beyond whisky. He was a Major in the local Volunteer Militia (forerunner of the Territorial Army), which was a popular activity throughout Banffshire in the Victorian era. He was also Precentor (the person who led the singing in church) at their local Dufftown church. As time went on, he was one of the biggest employers in the area.
ABOUT WILLIAM GRANT & SONS
William Grant & Sons, Ltd. is an independent family-owned distiller headquartered in the United Kingdom and founded by William Grant in 1887. Today, the luxury spirits company is run by the fifth generation of his family and distils some of the world’s leading brands of Scotch whisky, including the world’s favourite single malt Glenfiddich®, The Balvenie® range of handcrafted single malts and the world’s third largest blended Scotch Grant’s® as well as other iconic spirits brands such as Hendrick’s® Gin, Sailor Jerry®, Milagro® Tequila, Tullamore D.E.W Irish Whiskey, Monkey Shoulder and, most recently, Drambuie and Hudson.
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