William Grant & Sons to celebrate Glenfiddich x Aston Martin F1 partnership at TFWA Asia Pacific
In addition to the Glenfiddich x Aston Martin F1 Team collaboration, the spirits company will be showcasing a slate of new product innovations from The Balvenie and Hendrick’s.
William Grant & Sons will return to the TFWA Asia Pacific Exhibition (11-15 May) with a new stand inspired by Glenfiddich’s partnership with the Aston Martin Formula 1 Team (Basement 2, N19).
The collaboration, officially announced in November 2024, brings together two brands synonymous with heritage, innovation and the pursuit of excellence, the company said.
William Grant & Sons will use the event to highlight several key developments within its travel retail-exclusive portfolio. This includes the preview of a forthcoming Glenfiddich release, to be showcased at a private tasting and cocktail reception from 5-7pm on Wednesday 14 May.
According to the company, Glenfiddich and The Balvenie have enjoyed strong growth over the past year particularly in Asia Pacific travel retail. The momentum continued into Q1 2025, underpinned by strategic innovation and new product development, including The Balvenie 12 Year Old Golden Cask and Hendrick’s Sunspell.
The travel retail-exclusive The Balvenie 12 Year Old Golden Cask was aged in traditional ex-bourbon casks and finished in bespoke casks infused with a blend of Caribbean and Scottish-aged rums. The resulting expression offers layers of honey, smooth vanilla and tropical fruit complexity.
Hendrick’s Sunspell was crafted by Master Distiller Lesley Gracie. Inspired by the warm glow of a Scottish sunset, the expression offers a citrus-forward profile infused with warming spices and Hendrick’s signature rose and cucumber blend.
Additionally, the company stated that Monkey Shoulder continues to perform strongly, reinforcing William Grant & Sons’ wider portfolio performance in the region.
“We continue to observe a shift towards premiumisation, with travellers seeking unique experiences and exclusive whisky expressions in duty free,” said William Grant & Sons Regional Managing Director Global Travel Retail Rufus Parkinson.
“William Grant & Sons is well positioned to meet this growing demand with our leading malts and premium gin portfolio, strengthened by standout activation plans across key locations, including the exciting launch of our Glenfiddich partnership with the Aston Martin Formula 1 Team. The continued expansion of our shop-in-shop concept is also ensuring an elevated and immersive shopping experience.”
Visitors to the stand will be served cocktails featuring various brands, including The Balvenie 12 Year Old Golden Cask and Hendrick’s Sunspell, alongside Silent Pool Gin and Glenfiddich Single Malt. 
