The Valley of the Deer was the first-ever interactive Scotch whisky distillery tour in Malaysia
Glenfiddich, the World's Most Awarded Single Malt Scotch Whisky, brought The Valley of the Deer to Kuala Lumpur from 27 - 30 May 2015 at Carcosa Seri Negara, offering close to 3,000 guests in Malaysia a rare behind-the-scenes look into what goes on at one of the world's most reputable single malt distilleries.
The second instalment in Asia since the inaugural tour in Bangkok last year, this year's showcase took place at a site with heritage and history that is as rich as the brand's and more seamlessly integrated interactive technology to create a truly immersive distillery experience.
(L-R) Celebrity brand advocate Godfrey Gao; Global Brand Ambassador Ian Millar; Regional Commercial Director Agnes Yeo; Regional Marketing Manager Marcus Low; Regional Brand Manager Leaw Sijie; Regional Portfolio Ambassador Zachary Connor de Git
With a growing demand for quality single malts and increasingly sophisticated whisky palates among consumers in Malaysia, the country is an important market for Glenfiddich. Coupled with the fact that Glenfiddich's signature flavours pair beautifully with the lively and complex characteristics of Malaysian food, the country was a natural choice for the next leg of the tour.
Matthew Fergusson-Stewart, Regional Brand Ambassador for Glenfiddich said, "We wanted to create an educational experience for whisky lovers to develop a thorough understanding of our range and better understand the rare skills that go into creating this exceptional single malt. Given Malaysia's growing appreciation for quality and craftsmanship, we hope The Valley of the Deer was well received by fans of Glenfiddich and single malt alike."
While producing Scotch is an arduous process, creating Glenfiddich with its high standards of craftsmanship, is an art of its own altogether. At each stage, Malt Master Brian Kinsman ensures that the liquid meets the highest industry standards. Only the right combination of weather, land, water and aging can create the flavour that is distinct to the Glenfiddich range. This includes carefully selected malted barley and water drawn from the Robbie Dhu spring, a source of soft Scottish spring water.
Guests enter the distillery and through the timeline tunnel
Fergusson-Stewart added, "Glenfiddich believes in inspiring people by nurturing an attitude of self-belief and championing the pioneering spirit in ground-breaking ways. These values we apply to our work have definitely played a role in forming the reputation Glenfiddich has garnered since we began producing our single malts commercially in 1963."
Head Cooper, Ian McDonald, demonstrating to guests one of the world's oldest craft of coopering
The Valley of the Deer took guests on an interactive journey that showcased the making of each cask of Glenfiddich. Through the expert guidance of Ian Millar, Glenfiddich Global Brand Ambassador, and Fergusson-Stewart himself, guests were taken through five key elements of the tour, including:
- The World of Whisky -- an introductory look at the whisky category presented via motion-sensor multimedia displays for an unforgettable whisky education
- The Process Room -- each step of the whisky making process including malting, mashing, fermentation, distillation and maturation was brought to life via replicas and technology
- Live Coopering -- Ian McDonald, Head Cooper of Glenfiddich demonstrated the art of coopering, the process of building, mending and charring the barrels that give as much as 65% of our whisky its flavour as it matures
- Interactive Tasting -- the highlight of the tour for many, this whisky tasting was elevated by the use of cutting-edge technology so guests could control and customize their tasting experience
- The Glenfiddich Archives -- a showcase of the finest and oldest Glenfiddich whiskies in the world, including the oldest known bottling of Glenfiddich and the first 50 year old whisky in the world
Guests interacting with Asia's first tactile multi-touch table
With all the various elements combined, The Valley of the Deer presented an eventful affair for whisky lovers to experience the World's Most Awarded Single Malt Scotch Whisky and the magic that goes into creating "the best dram in the valley".
"Since the inaugural tour in Bangkok last year, The Valley of the Deer has proven to be the best way for us to share and advocate Glenfiddich's heritage and pioneering innovation with each succeeding roll out in several markets worldwide, including Mexico, China, South Korea, The Nordics and Brazil. We're looking to outdo ourselves further with a third instalment in a market to be determined in Southeast Asia next year," said Fergusson-Stewart.