Glenfiddich and Aston Martin toast new partnership

Aston Martin will be hoping to raise a glass to a successful Las Vegas Grand Prix after announcing a new global partnership with whisky brand Glenfiddich ahead of the race weekend.

Both Lance Stroll and Fernando Alonso secured points finishes in Vegas last season and a repeat would certainly be a reason to celebrate Aston Martin’s latest partner.

Planned activities from 2025 onwards will bring the two companies together off track and, while the Glenfiddich logo will also feature on the Aston livery moving forward, it is their shared history that will be honoured at the start of the collaboration.

Glenfiddich, a serial award-winning single malt Scotch, has searched their vaults to find a cask from 1959 – the year of Aston Martin’s debut in F1 – and will now be bottled as a one-off commemoration of the new deal.

“At the Aston Martin Aramco Formula 1 Team, we continuously push boundaries to set new standards, and Glenfiddich embodies that same spirit of perfection and innovation,” said Aston Martin executive chairman Lawrence Stroll.

“The Las Vegas Grand Prix is the perfect stage to debut our partnership, and we’re excited to offer fans an unforgettable experience that transcends the racetrack and whisky world alike.” 

Aston Martin entered F1 during the 1959 season with the DBR4, with Carroll Shelby and Roy Salvadori behind the wheel for the Dutch Grand Prix as well as races in Great Britain, Portugal and Italy.

Glenfiddich and Aston Martin

Photo by: Aston Martin

At a similar time, Glenfiddich was at the forefront of single malt whisky, with the two companies coming together as partners some 65 years later.

“The synergy between Glenfiddich and the Aston Martin Aramco Formula q Team allows us to innovate in exciting ways,” said Glenfiddich malt master Brian Kinsman.

“This rare 1959 bottling captures our shared commitment to excellence and passion, with each detail refined to reflect Glenfiddich’s signature intensity balanced with Aston Martin’s bold spirit.” 

The latest partnership for Aston comes hot on the heels of their agreement with Xerox, which was announced last week.

The deal, which begins next season, will see Xerox assist Aston Martin on and off track with its digital technology solutions across a number of areas, including ‘managed print services, augmented reality and marketing insights'.