On the afternoon of the 22nd, the Glenfiddich pop-up store at The Hyundai Seoul in Yeouido, Seoul. Seventeen people were waiting in line. This pop-up store serves as a venue to announce the domestic launch of the limited-edition single malt whiskey 'Glenfiddich 16 Year' in collaboration with the Aston Martin Formula 1 (F1) team. It is designed to provide an experience beyond simple exhibition, allowing for tastings and food pairings.
At the site, visitors could taste Glenfiddich's key lineup in glasses, including the 16-year limited edition, ▲12-year, ▲12-year sherry cask finish, ▲15-year, and ▲18-year. The 'food pairing set' is available only through reservations at Catch Table, featuring butter sandwiches, seaweed crisps, and jambon served alongside Glenfiddich 16 Year and 15 Year. This arrangement allows participants to experience the harmony of ingredients that pair well with whiskey.
The pop-up store offers limited sales of Glenfiddich 16 Year Limited Edition bottles. A certain quantity is prepared for sale each day. On the first day of the pop-up store, the sales began immediately after opening, and Glenfiddich reported that the available quantity was sold out in an instant.
Glenfiddich means 'valley of the deer' in Gaelic. The Speyside region in Scotland, where the distillery is located, accounts for 60% of the global single malt production. It is known for its smooth and sweet style of whiskey. Glenfiddich has remained family-owned for five generations since founder William Grant built the distillery by stacking stones with his seven children in 1887. Today, it has established the concept of single malt whiskey and has become the world's top-selling brand.
Bae Dae-won, Glenfiddich ambassador, noted, "Whiskey making and Formula 1 may seem different but are quite alike. Just as F1 continuously innovates to reduce time by 0.1 seconds, Glenfiddich adds technological development and innovation on top of tradition to consistently create quality."
Glenfiddich 16 Year Limited Edition is characterized by a sweet maple syrup and tropical fruit aroma, a smooth body, and a spicy finish. Ambassador Bae stated, "The 16 Year limited edition is created by blending three aged spirits made from American oak, providing intense sweetness, while the spirits aged in wine casks add a spicy feel." He added, "The taste of the 16 Year limited edition, combining sweetness and spiciness, is reminiscent of the speed of an F1 machine."
Glenfiddich will run its pop-up store at The Hyundai Seoul until September 1. Additionally, throughout September, it will hold relay promotions at four major whiskey bars in Seoul. Glenfiddich 16 Year limited edition products and special menus will be featured at ▲Babam (1st week of September), ▲1808 (2nd week of September), ▲78 Degrees Gwanghwamun (3rd week of September), and ▲Luvato (4th week of September).
Starting September 5, Hyundai Department Store's Wine Works at all branches (Apgujeong Main Store, The Hyundai Seoul, Trade Center Store, Mokdong Store, The Hyundai Daegu) will launch new pairing menus designed to complement Glenfiddich 15 Year and 16 Year limited editions.