Traditional Scotch whiskey met the frontier of digital disruption earlier this month, and you’re invited to keep the party going.
The Glenrothes is a single malt Scotch whiskey distilled in the Speyside region and founded in 1879. Now, the centuries-old company moves into the future with an illustrated bottle of 36 Year Old Single Cask Scotch whiskey, each limited issue of which will be paired with an NFT that brings real-world benefits.
The New Yorker illustrator Madde Dai has been tapped to create both the static image on the label, as well as the moving NFT asset. Only 168 bottles of the whiskey will be made and sold, and those who purchase a bottle will gain access to physical events, including a tour of The Glenrothes distillery which is not usually open to the public.
Paul Ross - President & CEO, Edrington Americas
"The Glenrothes is a hidden gem among single malt Scotch whiskies, one with a storied background, prized by those who care to look beyond the norm and understand the rewards that can follow," Gregory Cozzolino, marketing director of breakthrough brands at Edrington, is quoted in a press release.
"Today's release embodies the ethos of what it means to explore beyond what is expected and cherish a deeper perspective, by starting with a complex, beautifully balanced whiskey, then inviting exploration of a bigger world that bridges The Glenrothes and New York City through the vessel of an NFT that our innovative founders undoubtedly would have embraced."
The launch was celebrated in New York City with an exclusive tasting event that put a highlight on the rare spirit and Dai’s distinguished illustrations. Her take on The Glenrothes label and NFT pay homage to her work at The New Yorker and its cartoons’ signature monochrome, 2D structure.
As for taste, The Glenrothes 36 Year Old Single Cask Scotch was aged in a sherry-seasoned refill hogshead cask. It boasts aromatic notes of ripe peaches, candied peel, sweet ground ginger, fresh almonds and rose oil fragrance; and it tastes of tropical fruit and orange zest with vanilla, light oak and gentle spices.
"This individual cask was identified years ago as something special,” says Laura Rampling, master whiskey maker for The Glenrothes. “When it reached 36 years, the liquid was considered optimal in terms of its maturation and flavor development. This wonderful liquid has all the typical fruity character of The Glenrothes as well as notes of fresh almonds which are often apparent in our older editions. There is also a unique fragrance to it, including hints of rose oil and gentle spice, which are a product of its aging in this particular cask."
Marc Beckman - CEO/Founding Partner, DMA United
Should you want to join the party, you can by attending upcoming consumer events held each Thursday of May at 54 Irving Place in Manhattan. Come by from 6 to 9 p.m. to enjoy live jazz music, sips and dancing among a space decorated with Dai’s art. The events are free of charge but first-come, first-serve with signup via Eventbrite.
Matt Wozniak - Brand Specialist, Edrington Americas
Photography by: Amay Anaiz Photography