Premium Scottish whiskey brand Glenfiddich has partnered with sneaker designer Chase Shiel to release the ‘Glenfiddich Grand Cru XXIII,’ a bold and black hightop sneaker that celebrates the launch of the brand's newest whiskey, also named 'Grand Cru.'
According to the company, the sneaker's design intends to reflect the sophisticated whiskey-making process used to produce the 'Grand Cru.' For example, because the premium whiskey has been matured for 23 years, Shiel has designed 23 pairs of the ‘Glenfiddich Grand Cru XXIII.’
Dropping an exclusive pair of sneakers is undoubtedly an innovative --albeit unconventional -- decision for a whiskey brand. But according to Ross Blainely, Glenfiddich's brand ambassador, the move represents a new direction for the company as it aims to "push boundaries in how people perceive and enjoy whisky" by "connecting with a lifestyle."
Image Credit: Glenfiddich