As the originator of single malt scotch whisky, family-owned Glenfiddich certainly knows a thing or two about heritage. In recent years, however, drinkers of a discerning taste have come to know the brand as embracing innovation - with classic casks aged in unique ways (like the 14-year-old Bourbon Barrel Reserve) to new products like the IPA Experimental Series. In order to tap into a new generation of whiskey aficionados, Glenfiddich put together a tasting experience called the Single Malt Salon.
The Single Malt Salon series is inspired by actual European salons during the 17th and 18th centuries, but it's probably not quite what you're imagining. A salon during those days was a term meant to describe gatherings of like-minded individuals with the intent of exchanging ideas and fostering inspiration to refine the taste of those involved, and they often happened in secret. Taking this approach, Glenfiddich brought the practice back to life by utilizing Soho House New York, the member's only cool kid hangout for everyone who's anyone, and invited a bevy of influencers and cultural tastemakers to talk about breaking boundaries all while chopping it up over a fine glass of Scotch whisky.
At the center of the Single Malt Salon series is host Josh Peskowitz, a fashion veteran who's no stranger to the brand as he previously launched his own luxury menswear capsule collection inspired by inspired by Glenfiddich 21. Peskowitz is a natural fit to lead the series as each event celebrates a different guest of honor known for challenging the status quo without sacrificing the heritage that culture was built upon.
Coinciding with the start of New York Fashion Week: Men's, the kickoff event was held July 11 with guests like NFL superstar Victor Cruz, Public School style director Eugene Tong, and loads of other fashion and music insiders in attendance. The evening’s guest of honor was Ryan Babenzian, another mover and shaker in the fashion industry having founded footwear label Greats brand, and he wasn’t short on sage advice on the panel topic of the night— second acts. Both Babenzian and Peskowitz experienced dramatic shifts within their professional lives and are now in the “second act” of their careers.
Check out the video above to see everything that was discussed in the event and stay tuned for Glenfiddich’s next edition of the Single Malt Salon series.