The Experimental Series with Glenfiddich's Regional Brand Ambassador
by Darinee Durai
@ 07 Dec 2017
DD: What was the reason behind Glenfiddich’s decision to come up with Experimental Series?
MFS: Since creating the global single malt whisky category back in 1963, Glenfiddich has always been an innovator in the category. Today, with our vast reserves of aged whisky and the skill of our team including Malt Master Brian Kinsman, we wanted to show that even after 130 years of whisky making, we can still be leaders in innovation and experimentation.
DD: Do you have any insights behind the difficulties that Malt Master Brian Kinsman faced in trying to combine the 20 different whiskies when each has different notes and are aged for varying amount of time?
MFS: Normally our Malt Master will start with an idea in mind and then select the right casks to create what he has envisaged. With Project XX, this power was taken away from him and he was effectively blind. Brian later stated that he would never have thought to select the casks that the 20 Brand Ambassadors selected, but he was exceptionally pleased with how they came together.
Image: Matthew shows the media how to detect the notes of the whisky
How was the percentage of each whisky to be included in Project XX determined?
MFS: With cask selection out of his hands, this was where Brian was able to bring his skill to bear. Having 20 great casks does not mean that they will sit together harmoniously – however, through careful decisions on how to balance the different flavours and aromas from those casks (and they were not in equal parts), Brian was able to create a superb whisky. This was entirely in Brian’s hands and I won’t pretend to know exactly how he does it, but the proof of his skill and experience is evident in the final whisky.
Image: Daniel Goh & Matthew Fergusson-Stewart
DD: What were the more notable whiskies that were in the blend?
MFS: The most interesting cask for me was the port pipe selected by our Canadian Brand Ambassador Beth Havers. I also chose two port pipes in my initial selection, but neither of them was of the standard of Beth’s cask. It was delicious when drunk neat and as the largest component on the whisky, it is distinctly present in the final flavour profile.
Image: Glenfiddich's crew making highballs
DD: You’ve said that each brand ambassador chose 8 whiskies that intrigued them the most. What were your reasons for choosing yours?
MFS: I deliberately chose sets that were of the same age, but aged in different types of cask. This gave me insight into how different casks can change the spirit from one distillery, while removing the variable of age. Each Brand Ambassador chose casks according to their own whims.
Image: The interactive table and walls pasted with information on the Experimental Series
DD: As each ambassador chose 8, how was it decided which of the 8 would go into Project XX?
MFS: This was entirely up to individual Brand Ambassadors, we simply chose the one we liked the most.
DD: What was the inspiration behind the IPA Experiment?
MFS: The IPA Experiment began as discussion between Seb Jones of Speyside Craft Brewery and Brian Kinsman. There are significant similarities and key differences between how beer is made, and it was basically a coming together of two experts sharing knowledge. Over the course of their conversation, the idea was formed – the initiative here was really taken by Seb who dropped by the distillery to have a chat.
DD: Why was IPA the beer cask of choice as opposed to the other beers?
MFS: That’s a great question, but Seb and Brian would most definitely be the best people to answer. However, in my opinion, I believe it was simply about the challenge – as the strong hop notes in IPA had never been used in a Scotch whisky before and can’t have been easy to work with.
Image: Project XX and IPA Experiment
DD: How were the price points decided for both Project XX and the IPA Experiment?
MFS: In recent years, there have been quite a few rather ordinary ‘no age statement whiskies’ come out at rather high prices. This is something we wanted to avoid. There was a conscious decision to ensure that the IPA Cask and Project XX remained affordable to beginners in whisky while ensuring they remained interesting enough for people who have been whisky drinkers for longer.
Image: Daniel Goh sharing about the IPA experiment
DD:How versatile are both Project XX and IPA Experiment in cocktails?
MFS: Like any whiskies, they will work well with some other ingredients, but the wrong ingredients will either hide the whisky or throw it out of balance. Creating the right cocktail with each takes a little bit of patience and experimentation, but it can be highly rewarding.
DD:How many more projects does Glenfiddich have in mind for the Experimental Series?
MFS: We have not put a limit on that. There will be more in the series that will be permanent products in our range and there will be more that will be limited editions. We plan to keep going for quite a while, as new editions in the series are really only limited by our creativity and imagination.
DD:Could you provide a sneak peek on the next project and in addition, what should whisky fans look forward to with the rest of the series?
MFS: I can’t tell you anything about the whiskies beyond the third in the series just yet, but number three is a cracker! It is a limited edition Glenfiddich 21 YO that is aged in traditional oak casks for 21 years, and then finished in Canadian ice wine casks. It is a limited edition because ice wine casks are so rare. We’ll be seeing it at DFS Singapore Changi Airport hopefully in the first half of next year.
Check them out here at:
https://www.glenfiddich.com/ and of course, don't forget to head over to DFS to get a bottle or a box. We won't judge.
