‘The Art of Glenfiddich’: New Year, New Whiskey, New Wave

There is often thought to be a solitary and lifeless element to whiskey; sunk in dark bars in deep contemplation, or shared between no more than a pair of people. However, Glenfiddich’s recent collaboration with Rise Art aims to challenge this and reinvent the way whiskey is experienced. 

The bright and warm setting of the Rise Art space provides a stark contrast to these beliefs about whiskey. This comes as no surprise, however, given that Glenfiddich and Rise Art desire to cultivate communal experiences that emphasise togetherness. Central to the mission of the evening was the importance of collaboration, and forging new partnerships - even ones which are unconventional. In creating new experiences exemplifying the timelessness of whiskey and art, Rise Art and Glenfiddich cultivate an immersive and collaborative space free from the constraints of convention. 

Glenfiddich needs no introduction as the world’s oldest single-malt Scotch whiskey brand, and neither does Rise Art, having dominated the commercial art scene for some years. Uniting them both is a desire to carve a sensory experience encompassing taste and sight. Viewers are asked to choose an art piece which speaks to them and, in return, receive a whiskey that is evocative of that piece. Courtesy of Rise Art and Glenfiddich, viewers who purchase a whiskey also receive a free rental of that very art piece to complement their home (and beverage). 

Perhaps indicative of broader modern consumption of art, which immerses the body in live digital displays of Van Gogh and David Hockney, there is something ingenious about pairing sight and taste together. Rather than focusing on bringing art to life through movement, Glenfiddich takes the experiential elements of art back to its roots: a moment of personal reflection and indulgence in what we find beautiful. 

Such quiet reflections are certainly indulged in the curation of the gallery. Each art piece is placed with great care on the wall, giving it its own life, and freeing it from any past meanings. The art ranges from grandiose names, like Damien Hurst, to smaller commercial artists. However, from the abstract to the legible, it is clear each piece has been carefully chosen. To accompany this experience, guests are offered a particularly palatable whiskey soda, emphasising the timelessness of this experience. Despite the cutting-edge thought behind the collaboration, there is a duty to pay respect to the classics. 

It is this delicate balance between the classic and the modern that makes these collaborations so relevant. They indulge the roots of their brands and images but are unafraid to adapt and find new pairings of interest. In complementing whiskey and art, a new relationship is forged, one where sight and taste speak to each other as equals and collaboration is welcomed. The night is concluded with a final indulgence in whiskey over 100 years old, a neat reminder of the history of the brand. It also, however, reflects that these past moments are best shared with the present in the value of new creative partnerships.