News
There’s a story that we, as a species, first began clinking glasses as a kind of insurance against being poisoned. The thought was that if your opponent was willing to sip from a glass that had touched yours, then it must be safe from sabotage. But this theory has been debunked, and is more likely a crafty myth. The truth is that humans have always, throughout the ages, possessed an innate desire to share celebratory moments, finding poignancy and power in the act of raising a glass.
In fact, the practice goes all the way back to the Ancient Greeks who held up their drinks as an offering to their gods, saluting as a form of prayer. It was a superstition to ensure good health, one that escalated and became nothing short of law by the time the Romans were toasting to the health of Emperor Augustus. Another theory, one penned by William Shakespeare, suggested that a literal piece of toast be placed in wine to soak up some of its unpalatable acidity – thus giving us the ritual we now know as the ‘toast’.
From then, the act of coming together to cheers an occasion has flirted with everything from 16th Century raucous excess to 19th Century ostentatious luxury, to 20th Century prohibition and its secret speakeasy celebrations. However, despite the timely changes, the art and meaning of sharing a drink remains fundamentally the same. It’s an act unable to be converted to a digital experience. It can’t be reframed by A.I. and it’s rather lacklustre over Zoom. It’s a personal moment that brings people together – a human transaction that creates a time worth remembering.
For Glenfiddich, the world’s most awarded single malt scotch whisky, elevating the tradition of connection is as synonymous with their name as their perfectly mellowed, superbly-aged, decadent Scotch. The Glenfiddich Grand Cru is a part of their luxury Grand Series, perfected and bottled for shared occasions. Aged for 23 years, then finished in rare French Cuvée oak barrels for up to six months at the Glenfiddich Distillery in Scotland, this whisky, best served neat and in crystal glassware, is primed to be opened and enjoyed during life’s most significant moments.
Perhaps the moment comes during a New Year’s Eve gathering with friends. A pause in your evening when you stop to contemplate the present, mentally drum up a couple of resolutions and start counting down the clock. At midnight, you’re surrounded by the people you love, and you decide to make a toast. You open a bottle of Grand Cru and pour it into wide crystal glasses. The golden liquid cascades over perfect ice spheres. You hold up your glass and watch as the fireworks refract through its geometric cut design. You realise it’s one of those moments – your friends smiling, laughing next to you as they, too, hold up their drinks; some neat, others on the rocks, some in a cocktail. Then you sip. You take in the sultry notes as each flavour and ingredient immerses itself in taste and aroma. It’s a moment you’ll never forget.
This is celebration by design. Modern magic solidified by a drink worthy of your memories. A new social celebratory ritual with a luxury twist. When history recalls today, it might note that our personal connections had become despondently removed. That we had become more dependent on electronic partnerships than human ones. However, it will note that a few things remained the same. Finding purpose in real social interaction, in celebrating our milestones with the best that life has to offer. Never taking them for granted, and always toasting the moment.
Skilfully crafted. Enjoy Responsibly.
SHOP NOW FOR YOUR NEXT SOCIAL CELEBRATION:
GRAND CRU 23 YEAR OLD SINGLE MALT SCOTCH WHISKY 700ML, GLENFIDDICH, SHOP NOW
