Glenfiddich supports South Pole charity challenge

glenfiddich spiritA limited-edition bottling of 29-year-old Glenfiddich has been released to celebrate the brand’s sponsorship of the UK team in the Walking with the Wounded South Pole Allied Challenge.

First Drinks secured a cask of the whisky to produce 250 bottles of the special limited-edition Spirit of a Nation, with 200 released across high-end and specialist accounts at a recommended retail price of £1,000 per bottle.

Originally filled on February 14, 1984, the Glenfiddich malt whisky was first aged in a refill sherry cask before finishing for three months in an American oak cask.

It honours Team Glenfiddich, a group of four wounded servicemen and women who will leave the UK on November 17 to race to the South Pole to raise funds for charity Walking with the Wounded. The team includes expedition patron Prince Harry.

Coinciding with the start of the expedition, First Drinks’ new multi-platform campaign, “Every Step of the Way”, includes city centre digital advertising boards, London Underground billboards and half-page advertisements in national newspapers.

In the on- and off-trade, First Drinks is running a promotion offering a free expedition water flask to consumers who buy a dram or a bottle of Glenfiddich.

Glenfiddich senior brand manager Sarah Harding said: “Hand-selected by malt master Brian Kinsman, Spirit of a Nation is an exceptional and extremely rare Glenfiddich and a testament to the world’s most-awarded single malt Scotch whisky.

“Releasing the special edition now is an ideal way to honour the courage and strength of Team Glenfiddich, and we’re proud to be donating the proceeds to Walking with the Wounded.

“As well as supporting the charity, we have launched an integrated advertising campaign to support the South Pole Challenge and generate awareness for Walking with the Wounded.

“It also supports our customers with a big presence around the critical Christmas period. The campaign reflects the passion, integrity and pioneering spirit that goes into every bottle of Glenfiddich.”

Two bottles of Spirit of a Nation were presented to Team Glenfiddich before their expedition at a press conference in London’s Trafalgar Square on November 14.

One is to be opened on arrival to the South Pole, while the other will be signed by the team and returned to the UK for auction, with proceeds donated to the charity.

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