A celebration of the meticulous craftsmanship that goes into Glenfiddich's 21yo Gran Reserva.

The Challenge: After maturing for 21 years, Glenfiddich’s single malt is transferred into first fill bourbon barrels that once contained rum from the Caribbean. It’s an innovative approach to finishing whisky, and what makes the 21yo Gran Reserva both luxurious and unique. Trouble is, the Glenfiddich brand doesn’t exactly have a reputation for luxury…

The Idea: Tell the 21yo Gran Reserva story through the lens of UK tastemakers also known for their ‘finishing touch’. We commissioned GarconJon, a leading fashion photographer to create a photo series of 21 craftsmen, and selected four of the most interesting stories to document in longer form.

We cast Glenfiddich's brand ambassador Mark Thomson to interview our four selected craftsmen, specifically focusing on the finishing touch each of them apply to make what they do exceptional.