The Glenfiddich Aroma Lab in Harrods has customers sniff out their whisky preferences with custom scents

Scottish whiskey maker Glenfiddich has thought of a unique way to let customers discover its products via smell. In collaboration with Emmanuelle Moeglin, founder of the U.K.-based Experimental Perfume Club, customers explore their “whiskey palates” through six aromas that were custom-blended by Moeglin for Glenfiddich.

Working with Glenfiddich malt master Brian Kinsman to create a spectrum of scents that embody the notes present in the company's whiskeys, Moeglin created the aromas so that customers can identify their own “ideal whiskey style” by choosing three out of the six fragrances. These preferences will then be used to match customers to one of 14 Glenfiddich whiskeys sold at the luxury retailer Harrods, which recently re-arranged its Fine Wines and Spirits Room to categorize product by scent and flavor profile rather than brand.

“Collaboration is intrinsic to Glenfiddich and we’re delighted that we’re able to bring Brian and Emmanuelle’s unique sensory activation to life in one of the world’s most iconic stores,” Sven Rutherford, Glenfiddich brand ambassador, told The Spirits Business.

Glenfiddich


Lead Image: Glenfiddich via Facebook

Scottish whiskey maker Glenfiddich has thought of a unique way to let customers discover its products via smell. In collaboration with Emmanuelle Moeglin, founder of the U.K.-based Experimental Perfume Club, customers explore their “whiskey palates” through six aromas that were custom-blended by Moeglin for Glenfiddich.

Working with Glenfiddich malt master Brian Kinsman to create a spectrum of scents that embody the notes present in the company's whiskeys, Moeglin created the aromas so that customers can identify their own “ideal whiskey style” by choosing three out of the six fragrances. These preferences will then be used to match customers to one of 14 Glenfiddich whiskeys sold at the luxury retailer Harrods, which recently re-arranged its Fine Wines and Spirits Room to categorize product by scent and flavor profile rather than brand.