William Grant & Sons is the latest beverage alcohol brand owner to announce a tie-up with a Formula One race team, with the Glenfiddich single malt set to sponsor Aston Martin.
In the same month that Pernod Ricard’s Chivas Regal blended scotch kicked off an arrangement with Ferrari, Glenfiddich will become a sponsor of Aston Martin Formula Team in time for the Las Vegas Grand Prix this weekend. While specific details – including financials – were not disclosed by the privately-owned brand owner, the “multi-year” deal appears to include branding for Glenfiddich on Aston Martin’s F1 cars.
To mark the news, a single bottle of 1959 Glenfiddich has been prepared, although beyond the iteration’s maturation in ex-sherry casks, no other information was immediately available.
“Glenfiddich promotes responsible attitudes to alcohol,” the company said. “We are excited to explore how our partnership with Aston Martin Formula One Team can create a new, powerful platform to promote the positive choice to never drink and drive.
“Our partners at Aston Martin Formula One Team share our approach and commitment to promote this important message.”
In the 12 months of 2023, the company, which also owns the Grant’s blended scotch and Hendrick’s gin brand, saw its sales increase by 14% to GBP1.96bn (US$2.62bn). The year had been spent “building an increasingly effective and efficient organisation with the capabilities needed to perform well into the future” with a new CEO, Søren Hagh, joining from Heineken in November.
