Glenfiddich Deconstructed

written by Melina

At Hel’s Angels we have a long and proud history of working with William Grant and Sons on their Glenfiddich brand. From casting and training Whisky mentors through to designing and producing beautiful sampling trunks, Glenfiddich have trusted us to know what is right for their products.

And last year was no different when they asked us to provide highly-trained staff for a new in-depth sampling experience.  Called Solera 15 Year Old Deconstructed, this immersive session invites whisky lovers to try and recreate Glenfiddich’s award winning 15 Year Old Single Malt.

Our expertise in providing brand ambassadors for a number of years for the brand meant that we already had a core pool of staff who we could consider for the campaign.  However, the in-depth nature of the sessions meant we needed people who felt very comfortable addressing an audience for a sustained period of time. We worked extremely closely with Glenfiddich to cast and train a core group of staff who were able to talk in such detail about the brand – something which doesn’t often happen on brand engagement campaigns.

Guided and served by our mentors, guests learn about the unique ageing process of the 15 Year Old Single Malt, which is matured for at least fifteen years in three different casks, before being mellowed in Glenfiddich’s Solera Vat, a pin tun regularly topped up to ensure a consistently harmonious whisky. They taste samples matured in sherry, bourbon and new oak casks, a privilege usually reserved for those on a special tour of the Dufftown distillery.

Later, guests team up in an attempt to recreate Glenfiddich’s 15 Year Old’s harmonious notes of sweet honey, vanilla fudge and rich dark fruit, by mixing the three different cask samples. They will try to find the perfect ratio of flavours, a secret well-kept by Glenfiddich’s Malt Master.

This fully immersive experience is the perfect occasion for whisky lovers and connoisseurs to learn about the expertise which lies behind every bottle and the history of one of the oldest family-owned distilleries in the world.

These exclusive on-trade events will be hosted in selected venues across the UK throughout 2016.