On Tuesday and Wednesday, Glenfiddich and the Aston Martin Formula 1 team will be hosting a pop-up activation in Grand Central.
The immersive experience will see the Scotch whisky company bring the excitement of Grand Prix to New York and the release of the limited-edition Glenfiddich 16 Year Old collaboration bottle.
Glenfiddich said the activation will see “high-speed precision” merging with whisky innovation. Attendees can sample the 16-Year-Old bottle in signature cocktails or neat, test their skills to see if they have the reflexes of a Formula 1 driver, view the Aston Martin replica car on display, enjoy complimentary Glenfiddich cocktails from branded pop-up bars and more.
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The activation extends throughout Grand Central with its Grand Brasserie and Campbell restaurants offering samplings and bottle engravings with purchase at Central Cellars.
The multiyear partnership between the brands launched the November ahead of the 2024 Las Vegas Grand Prix. The whisky company said the deal brings together “two timeless brands” and their shared commitment to “heritage, innovation and relentless pursuit of excellence.”
“This release marks an exciting milestone in our journey with the Aston Martin Formula 1 Team,” said Claudia Falcone, global brand director of Glenfiddich. “Through this collaboration, we invite enthusiasts worldwide to engage with these iconic brands in bold new ways and create memorable moments that reach far beyond the racetrack.”
The Glenfiddich x Aston Martin pop-up is free and open to the public, for anyone at least 21 years old, and will be open from 3 until 8 p.m. on both days at Vanderbilt Hall on 42nd Street.