William Grant & Sons has released details of a ‘car in a bottle’ installation that will feature later this week in the UK for its single malt scotch whisky flagship, Glenfiddich.
The brand, which has been a sponsor of the Aston Martin Formula One team since November 2024, will unveil the concept at King’s Cross station in London on Thursday (22 October). Running for three days, the activation comprises a 15-metre-long bottle of Glenfiddich that contains a replica Aston Martin F1 car.
The marketing move marks the UK release of the second limited-edition bottling of Glenfiddich & Aston Martin Formula One Team 16-Year-Old. With a per-bottle SRP of GBP75 (US$100), the iteration has gone on sale this month.
“Bold in scale and intricate in execution, this one-of-a-kind installation brings together two worlds defined by precision, patience and an enduring drive to go beyond expectation,” the brand owner said.
In results from the 12 months of calendar 2025, shared voluntarily late last month, William Grant booked a near-4% decline in sales, with the privately-owned group admitting that “external pressures” had impacted performance “across many of the company’s key markets”, but underlining its “confidence in the long-term fundamentals of the spirits industry”.
