How Glenrothes is Distilling Custom Art & Real-Life Experiences in NFT Drop

Paul Ross, president and CEO of Edrington Americas photo credit Amy Anaiz

The rarefied and refined The Glenrothes distillery is launching its latest whisky with unusual fanfare. 

Not only is the no-frills Rothes, Scotland distillery offering a micro (168 bottle) batch of 36-year-old Single Cask Scotch Whisky for the elevated sum of $3,600 a bottle, it is doing so with an interactive non-fungible token (NFT) artwork, and never-before-offered in-real-life experiences attached to it. 

The distillery sees the NFT as an opportunity to honor Glenrothes’ roots, while striding confidently into the future, says Gregory Cozzolino, marketing director of Breakthrough Brands at Edrington, Glenthrothes’ parent company.

“While we value tradition, we’re always looking for new ways to innovate at The Glenrothes,” says Cozzolino. “This NFT brings together a nearly century-and-a-half-old distillery with the frontier of technology in our ongoing pursuit to look beyond the norm and the known. This is the first-ever NFT within the Edrington portfolio.”

NFTs are designed to be fraud-proof digital certificates of ownership and authenticity, held on the blockchain. Increasingly, producers in the alcoholic beverage space are becoming increasingly interested in NFTs, as a hedge against fraud, and as a way to attract consumers who may not necessarily be ready to pony up $3,600 for a bottle of whisky. 

But this release, Cozzolino says, is about much more than just a fraud-proof bottle of whisky. 

“The NFT provides owners the chance to attend experiences that delve deeper into the story of The Glenrothes,” he says, “omc;idomg experiences in New York City, around the world and of course, the chance to visit The Rothes House at The Glenrothes Distillery in Rothes, Scotland.”

Glentrothes and other producers seem to be onto something. Currently, the NFT market is worth an estimated $22 billion. 

But the key to a successful NFT drop seems to be in finding a hook. In the past year or so, several bold-faced wineries have debuted NFTs, including Robert Mondavi, Glenfiddich,  Yao Family Wines, Chateau Angelus, and Penfolds. (Read our piece on Mondavi’s drop and Glenfidich’’s offer).

Glenrothes art photo credit Amy Anaiz

Glenrothes’ Art and IRL Hook

The hook for Glenrhothes is art and access.

Every single bottle of whisky will be served with a black-and-white custom artwork by the famed New Yorker illustrator Maddie Dai. (She also, Cozzolino says, has spent a great deal of time in New York City and Scotland, and is a whisky enthusiast). The work will reflect the distillery’s home in the Scottish Highlands and New York City, and will be featured on the bottle packaging, and as an NFT received by bottle purchasers. 

Glenrothes was less forthcoming with details regarding the experiences collectors will have access to, but did reveal that several would take place in Manhattan, and possibly involve a private tour of the almost two-century-old Scottish distillery, which is not open to visitors. 

About the Whisky & The NFT

Collectors will receive a bottle whisky from an individual cask identified years ago as distinct. Like all of the distillery’s Single Cask releases, this one aged on-set in a sherry-seasoned refill hogshead cask. 

“This wonderful liquid has all the typical fruity character of The Glenrothes as well as notes of fresh almonds which are often apparent in our older editions,” notes Rampling. “There is also a unique fragrance to it, including hints of rose oil and gentle spice, which are a product of its aging in this particular cask.”

Those lucky enough to taste it will find aromas of ripe peach, candied peel, sweet ground ginger, fresh almonds and a hint of rose oil fragrance. On the palate, they will find tropical fruit and orange zest, balanced with vanilla sweetness, light oak and gentle spice. The finish, Rampling reveals, is richly sweet, fruity and gently fragrant. 

The NFT will live on the blockchain Solana, and is available at select retailers and online through ReserveBar.com. When buyers purchase the NFT, they’ll receive Dai’s illustration as an NFT, which will be stored on the blockchain. 

For those who are thirsty for a nip of Glenrothes, but can’t shell out the $3,600, every Thursday in May, the producer is hosting underground jazz nights with Dai’s art on display at 54 Irving Place. They’re free, but you have to sign up. 

Will there be more opportunities to experience Glenrothes IRL around town? We hope so: watch this space.