Grand Prix

Aston Martin And Glenfiddich Bring The F1 Spirit To New York City

Glenfiddich used New York City as its backdrop to launch its 16-year-old Scotch Whiskey in collaboration with Aston Martin F1 with a pop-up in Grand Central Station and a star-studded Tribeca Event.
Kaitlin Tucci|
Aston Martin and Glenfiddich in NYC
Aston Martin and Glenfiddich in NYC | Press Images - Glenfiddich and Aston Martin via M+C Saatchi Group

Luxury collaborations and high-end consumables have become fixtures for sponsorships in Formula 1, with premium brands using its global platform to showcase their craftsmanship and, in this case, taste.

Glenfiddich's collaboration with Aston Martin is just the latest example of this type of collaboration in the racing world, blending racing heritage with a 16 year-old Scotch to bring fans a taste of luxury in the Grand Central pop-up and a star-studded event.

"This collaboration between Glenfiddich and Aston Martin Formula One Team brings together two timeless brands renowned for their heritage, innovative spirit, and relentless pursuit of excellence."
Glenfiddich Scotch Description

The nail that Glenfiddich and Aston Martin hit right on the head? Including both fans and celebrity representatives to enjoy and sample the fruits of their labor in a celebration of the balance of heritage and modern relevance.

Aston Martin and Glenfiddich take over Grand Central Station

It is rare that New York City sees a pop-up to the scale that Glenfiddich and Aston Martin achieved in one of the most iconic hubs of Manhattan.

Over the span of two days, the brands hosted a public activation at Vanderbilt Hall in Grand Central, 'bringing the excitement of the Grand Prix to the heart of New York City'.

The event itself featured activations from Glenfiddich, allowing fans to sample the Scotch straight up or in expertly curated cocktails, and Aston Martin F1 giving fans a look at Lance Stroll's car and compete in a reflex, Batak Challenge.

Glenfiddich Aston Martin Pop Up NYC Batak Challenge
Glenfiddich Aston Martin Pop Up NYC | Press Images - Glenfiddich and Aston Martin via M+C Saatchi Group

It is rare for Formula 1 fans or consumers to see activations of this scale, especially outside of a race weekend, and even more so in a setting like New York City.

The Grand Central pop-up felt less like a marketing activation and more like an experience that didn't just showcase the brands, but made fans feel part of their story.

Glenfiddich and Aston Martin Closed the Celebration in Style

The momentum from the Grand Central activation continued into the evening with Glenfiddich and Aston Martin capping off their collaboration at a star-studded event in Tribeca.

Glenfiddich took over Moonlight Studios on Wednesday night to once again celebrate the debut of the launch, with a guest list that included Chance the Rapper, Brooks Nader, Chanel Iman, Brooklyn Beckham, and Taylor Hill,  among other tastemakers and press.

Chance the Rapper, Chanel Iman, Brooks Nader
Chance the Rapper, Chanel Iman, Brooks Nader | Chris John Millington Glenfiddich X Aston Martin Formula One™ NYC Event via M+C Saatchi Group

The event featured Glenfiddich cocktails specially curated by globally celebrated bars and New York City staples such as Double Chicken Please, Clemente, Martiny's, and Dear Strangers as well as gourmet canapes, Glenfiddich Scotch Samples, and a flair of Aston Martin's Racing's brand and imagery.

For Glenfiddich and Aston Martin this event combined with the pop-up wasn't solely for spectacle. It was a case study of sorts into how brands can blend luxury, lifestyle and motorsports into markets outside of a race weekend.

Aston Martin Glenfiddich VIP Reception
Aston Martin Glenfiddich VIP Reception | Getty Images Glenfiddich X Aston Martin Formula One™ NYC Event via M+C Saatchi Group

Thoughtfully incorporating fans and celebrities into both the racing experience of the Aston Martin F1 Team and the luxury of a Glenfiddich 16 year-old Single Malt Scotch Whiskey is a testament to the perfect balance that brands can strike when operating in the Formula 1 world.

The Latest F1 News

First Look At Romain Grosjean’s Fairytale F1 Return After Five-Year Wait

Former F1 Driver Mick Schumacher Lines Up An IndyCar Test

Max Verstappen To Ditch His Red Bull For Debut At Nürburgring

Charles Leclerc Weighs In On Reverse Grids And V8's

Published
Kaitlin Tucci
KAITLIN TUCCI

Kaitlin Tucci has been a fan of motorsport for close to a decade. Before joining On SI in 2025, she contributed heavily to the marketing and media efforts at FanAmp, a motorsports startup for which she was the Head of Marketing. She has contributed to a number of publications covering series such as Formula 1, IndyCar, IMSA, and more... Kaitlin graduated from the Massachusetts Institute of Technology with both a degree in Business/Marketing and Political Science. She works full time as a marketer at high-growth tech startups while spending her weekends immersed in the world of racing. Kaitlin was raised in Las Vegas, Nevada, but has lived in New York City for the past 5 years with her 'giant chihuahua' Willow. You'll often catch Willow watching races alongside Kaitlin, but unfortunately she doesn't have enough airline miles to join her at the track just yet.

Home/News