The two bartenders, both from Scout cocktail bar in London, created four scents which were blended to represent the aroma of Glenfiddich 21. The idea would see consumers experience the fragrances before moving on to tasting the whisky.
“I am delighted to win the UK round of the Glenfiddich World’s most Experimental Bartender competition,” Said Roche. “Especially due to the fact the other entrants were so creative and inspiring.
“Glenfiddich has always held a special place in my heart, and hopefully this is the beginning of a long-term relationship between myself and the brand. It would mean the world to me to bring back the gold in November to make Scout, and London proud.”
The global competition aims to reward individuals who collaborate with disciplines outside of the traditional drinks world to create more surprising and inventive drinking experiences, inspired by Glenfiddich.
The panel of judges, included Glenfiddich UK Brand Ambassador, Mark Thomson; Glenfiddich senior brand manager, Gwilym Cooke; Drink Up London founder, Hannah Sharman-Cox; and Wired Gear & products editor, Jeremy White.
Glenfiddich UK brand ambassador, Mark Thomson, added: “Charles and William’s entry really got to grips with combatting the nerves some people can experience when it comes to trying whisky.
“By reimagining the process of tasting, selecting and enjoying whisky through scent, they have opened up the potential to reach a whole new group of would-be whisky lovers. The commercial opportunities are endless and it was ultimately this that sealed the deal for the judges.”
The two UK winners will now go to the Glenfiddich Experimental Bartender Academy in Scotland with other winners from around the globe for a three-day experience and to compete in the global final.
As well as competing, the bartenders will learn how to make whisky from scratch and meet Glenfiddich’s distillery experts.
