Glenfiddich has launched the Art of Glenfiddich, a new partnership with art platform and gallery Rise Art. The collaboration will offer Glenfiddich customers the chance to rent art from Rise Art's collection, which includes work by Damien Hirst and Pure Evil.
With a purchase from Glenfiddich's Time Re:Imagined or Grand Series collections, whisky lovers can access a rental experience from Rise Art, with opportunities to bring artwork from the gallery for up to three month, depending on the whisky expression purchased.
Tiers within the offering range from a one-month rental from an emerging artist to a three-month rental, collection and installation, an art advisory session, and more. The opportunity is available through retailer the Whisky Exchange.
Glenfiddich and Rise Art said the partnership as an opportunity for whisky drinkers to immerse themselves in the experience of drinking whisky paired with art, while also making art more accessible by bringing it out of galleries and into domestic spaces.
Scott Phillips, co-founder of Rise Art, said: “What’s truly exciting is the diversity of profiles across various price points. We can create playful pairings with emerging artists or curate something extraordinary at the high-end with globally celebrated names. Art has this incredible ability to shift our perspective—allowing us to see the world through someone else’s eyes. With these pieces on the wall, people can sit, drink, and reflect deeply on the artist’s practice. It’s about sparking imagination and challenging how we perceive the world around us.”
Mark Collins, head of whisky at William Grant & Sons, which owns Glenfiddich, said: “The launch is a category first, which is hugely exciting for Glenfiddich and its consumers. By tapping into consumer demand and the perfect blend of contemporary, progressive partners in Rise Art and the Whisky Exchange, we’ve made access to some of the world’s most celebrated artists a reality for our art-curious consumers.”
The Art of Glenfiddich is available via the Whisky Exchange with specific Glenfiddich purchases between 5 December 2024 and 28 February 2025, subject to availability. For more information visit theartofglenfiddich.com.
