Glenfiddich launches the Aroma Lab at Harrods

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Glenfiddich is pleased to announce the launch of their Aroma Lab - part of Harrods’ relaunched Fine Wines & Spirits Rooms. Shoppers can explore their whisky palate through six aromas developed specially for Glenfiddich, by classically trained nose, Emmanuelle Moeglin, founder of Experimental Perfume Club.

Emmanuelle Moeglin and Glenfiddich’s Malt Master Brian Kinsman collaborated to create a spectrum of aromas to direct shoppers to their ideal whisky style through the selection of three preferred aromas from a possible six. Through the expert deconstruction of the Glenfiddich range through aroma to create scent profiles– the bespoke aromas reflect, heighten and categorise the key flavours of the Glenfiddich range.

As 80% of what we ‘taste’ comes from our sense of smell, the Aroma Lab will encourage shoppers to explore and educate their own palate through this sense, allowing them to identify their perfect whisky profile.

The fragrance notes were specially created to scientifically navigate and guide shoppers to their personal palate preference, corresponding to one of 14 Glenfiddich whiskies available in Harrods, ranging in price from £36 to £22,850 depending on the malt’s rarity, age and finish.

Emmanuelle Moeglin, founder of Experimental Perfume Club comments: “As the creative director and perfumer at Experimental Perfume Club, I have a desire to bring the wonders of fragrance to a wider audience. Through partnering with Glenfiddich and the experimental combination of our expertise in scent and whisky, we have been able to design a beautiful multi-sensory experience that unlocks new ways for whisky to be discovered.”

Sven Rutherford, Glenfiddich UK Brand Ambassador added: “Collaboration is intrinsic to Glenfiddich and we’re delighted that we’re able to bring Brian and Emmanuelle’s unique sensory activation to life in one of the world’s most iconic stores.”

Tags: Aroma LabExperimental Perfume ClubGlenfiddichGlenfiddich rangeHarrods
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My name is Greg, and I’m a brand strategy consultant, writer, speaker, host and judge specialising in premium spirits. My mission is to experience, share and inspire with everything great about whisky, whiskey, gin, beer and fine dining through my writing, my brand building and my whisky tastings.

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