World-famous whiskey brand Glenfiddich launches the new addition to the Experimental Series, Fire & Cane.


The world famous whiskey brand Glenfiddich launches the new addition to the Experimental Series, Fire & Cane: a whiskey aged in rum barrels with a light smoke flavour and a pleasant sweetness. The Dutch importer of Glenfiddich has asked Pitch to take care of the launch for the press and influencers. The challenge was to make this launch not “another whiskey launch”, but a party that is fun and interesting for both the whiskey connoisseur and the whiskey novice. As Hotel Sofitel Legend The Grand is a flagship of the Glenfiddich brand, and was therefore the perfect place to introduce the press to the new flavour.


On June 20 2019, we organized the press launch of Fire & Cane on the beautiful terrace in the courtyard of The Grand. The balcony above the terrace was perfect for this launch with 30 guests. Of course we provided a beautiful decoration of the event, where we had a florist decorate the balcony railing with a beautiful flower garland in the colours of Fire & Cane.

In good cooperation with Maxxium, the importer of Glenfiddich and the people of The Grand/Restaurant Bridges, we arranged a great afternoon with about 30 guests present to taste the new whiskey. The afternoon started with a welcome cocktail, of course based on Fire & Cane. Then two Glenfiddich brand managers, Tony and Bram, delivered a Glenfiddich masterclass and tasted 3 different Glenfiddich whiskeys. Then the bar was opened on the balcony (in a lovely June sun) and various cocktails based on Fire & Cane could be tasted at the bar. The kitchen of Bridges (1 Michelin star) has also provided amazing food pairings, which seamlessly matched the served whiskey. A saxophonist/DJ provided a cozy summer atmosphere. Afterwards, all guests received a goodie bag containing 3 samples of Glenfiddich, including of course Fire & Cane, to taste at home.


We look back on a very successful launch. We have provided a nice mix of serious whiskey and beverage journalists, lifestyle journalists, bloggers and influencers. Our client greatly appreciated this, she told us afterwards. The atmosphere during the event was great, thanks to the always professional staff of The Grand/Bridges restaurant.

During the event a lot of guests shared via Instagram (stories) and because of the beautiful photos of Tony Perez, we were able to generate beautiful posts, stories and articles even after the event. We have therefore met our KPIs in terms of PR value for this launch.