Glenfiddich, the single-malt whisky from William Grant & Sons, is rolling out a fresh campaign to expand how people enjoy whisky.
Called RE:FINED DINING, the pairing-first initiative encourages enjoying whisky with meals—moving it out of bar-only settings and into everyday dining occasions.
As part of the campaign, Glenfiddich is launching compact pairing kits designed for intimate meals. Each kit pairs a sample-sized bottle with a dedicated glass and tasting guidance, curated to showcase different drinking styles.
The program also partners with chefs. Campaign videos featuring chefs Kwon Woo-jung, Bae Kyung-jun, and Austin Kang will be released sequentially, and the restaurants they operate will run promotions tied to the pairing kits.
Glenfiddich will spotlight the initiative on restaurant reservation platform CatchTable and roll out curated pairing menus in collaboration with major restaurants. A William Grant & Sons Korea spokesperson described it as an effort to expand the whisky experience into the dining realm.
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