William Grant and Sons launches campaign supporting its Aston Martin Formula One partnership

William Grant & Sons has revealed a high-profile airport campaign across a selection of key international hubs, marking the release of its latest global travel retail exclusive: Glenfiddich 19-Year-Old Limited Edition in partnership with the Aston Martin FORMULA ONE™ Team.

In Q4 2025, a series of activations is planned globally across 18 key airports, including: Singapore, London Heathrow, Amsterdam, Delhi, Mumbai, Incheon, Abu Dhabi, Doha, Dubai, Taipei, Guangzhou, Beijing, Shanghai, Hong Kong, Los Angeles, New York, Istanbul and Frankfurt.

The release highlights two iconic brands coming together to deliver unforgettable experiences for those who value the journey as much as the destination and will roll out progressively from September continuing through to the end of 2025.

The campaign started with an exclusive flagship activation in Singapore Changi Terminal 3, from September 1 to October 11, timed to coincide with heightened traveler footfall ahead of October’s Singapore Grand Prix. The space unveils both the debut of Glenfiddich 19-Year-Old Limited Edition and the global travel retail première of the ultra-rare Glenfiddich 1959, a tribute to the year Aston Martin made its first foray into Formula 1®.

Only seven bottles exist worldwide, with the sole GTR allocation available exclusively at Singapore Changi Airport.

At the heart of the outpost, igniting discovery and engagement, is a full-scale Aston Martin Formula One™ Team replica car, set against a dramatic digital backdrop inspired by the Scottish Highlands, the home of Glenfiddich, creating a striking photo opportunity. Floor markings guide visitors to the perfect photo spot, while dynamic digital screen content, incorporating the Changi 1st to market logo, enhances visibility and encourages social media sharing.

A “Crafts and Flavors Discovery” sensory experience invites visitors to explore the craftsmanship of Glenfiddich’s renowned portfolio, with a premium tasting bar offering a curated selection of Glenfiddich Single Malt Scotch Whisky expressions, sparking curiosity and deeper discovery of the brand’s signature character. Guests can enjoy the Glenfiddich 19-Year-Old Limited Edition thoughtfully paired with dark chocolate to further enhance the tasting experience.

Immersive storytelling elements, incorporating interactive digital content and engaging displays, reveal the shared vision and values behind the Glenfiddich and Aston Martin Formula One™ Team partnership, defined by a relentless pursuit of excellence, and renowned for heritage, innovation, and mastery.

To complete the shopping experience, a Personalized Gifting Station offers complimentary bottle engraving and bespoke gifts with purchase. These include an exclusive Aston Martin Formula One™ Team cap, with additional gifts available to Changi Reward members.

Alongside the limited-edition release, the activation is designed to showcase the wider Glenfiddich Single Malt portfolio, spotlighting the rare and premium expressions of the Glenfiddich Grand Series Collection.

Hung Jean, Managing Director of Airside Concessions, Changi Airport Group, said, “Changi Airport is honored 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 travelers 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.”

Rufus Parkinson, GTR Regional Managing Director for William Grant & Sons, commented, “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.”