“Luxury is a word often associated with perfumes, cosmetics and handbags… but not whisky,” confesses Ed Cottrell, managing director, global travel retail of William Grant & Sons. And they’re trying to change this perception with the launch of the Glenfiddich Grand Cru 23 year-old-whisky; in partnership with DFS, its Singapore debut took place at Changi Airport Terminal 3 on September 5, in an experiential pop-up boutique that runs until October 8.

Cottrell adds that this expression is their entrant into the whisky luxury space. “We’re not the first two do it, but we’re trying to do it better.” Which is why they’ve tapped into their precious 23-year-old reserves aged in American and European oak casks to create this gem.

For the final touch—which breaks the conventions of whisky-making—these were finished in French cuvée casks that were used to hold sparkling wines. He didn’t state where the casks were from, only that they were sourced from “a specific region in the northern part of France”.