SINGAPORE. William Grant & Sons has launched a high-impact campaign to spotlight the global travel retail-exclusive Glenfiddich 19 Year Old Limited Edition, created in partnership with the Aston Martin Formula One Team.
A series of activations will roll out across 18 key global airports in the fourth quarter. These include Singapore, London Heathrow, Amsterdam, Delhi, Mumbai, Incheon, Abu Dhabi, Doha, Dubai, Taipei, Guangzhou, Beijing, Shanghai, Hong Kong, Los Angeles, New York, Istanbul and Frankfurt.
Launching in stages from September through the end of 2025, the travel retail-exclusive expression brings together the two well-known brands, underlining their commitment to delivering distinctive experiences for travellers.
The campaign kicks off with a flagship activation in Singapore Changi Airport Terminal 3 from 1 September to 11 October, to engage travellers in the lead-up to the Singapore Grand Prix.
Highlighting the Glenfiddich 19 Year Old Limited Edition and the ultra-rare Glenfiddich 1959, this showcase commemorates Aston Martin’s inaugural Formula One year and the whisky’s travel retail debut. The release is strictly limited to seven bottles, with the exclusive travel retail allocation at Singapore Changi.
The display combines a full-scale Aston Martin Formula One Team replica car with a Scottish Highlands-inspired digital backdrop, creating an interactive experience that encourages travellers to take photos while discovering the brand.
Floor markings direct visitors to the photo spot, while dynamic digital screens featuring the Changi 1st to Market logo increase visibility and drive social media engagement.
Another key highlight of the campaign is the Crafts and Flavours Discovery, an immersive sensory experience that allows travellers to explore Glenfiddich’s renowned portfolio, with a premium tasting bar where guests can sample a curated selection of the brand’s single malt expressions.
The Glenfiddich 19 Year Old is served with a dark chocolate pairing.
The partnership merges immersive storytelling, interactive digital elements and displays, reflecting Glenfiddich and Aston Martin Formula One Team’s shared commitment to innovation, mastery and heritage, the company said.
The experience is enhanced by a personalised gifting station, offering complimentary bottle engraving and bespoke gifts with purchase, including an exclusive Aston Martin Formula One Team cap, with additional gifts for Changi Reward members.
This limited-edition release will be showcased alongside the wider Glenfiddich portfolio, with a special focus on the rare and premium expressions of the Grand Series Collection.
Changi Airport Group Managing Director of Airside Concessions Hung Jean 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.”
William Grant & Sons GTR Regional Managing Director Rufus Parkinson added, “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.” ✈
