The Vanguard Series by Fettercairn Explores Synaesthesia
Laura McQuarrie — September 2, 2025 — Lifestyle
References: thespiritsbusiness
Fettercairn’s master whisky maker Gregg Glass experiences synaesthesia and the unique ability to "taste in color," which inspired The Vanguard Series, a set of whiskies that explore flavor through the senses. "I tend to pick up sensory elements, particularly linking colour and texture to the flavour and character of the whisky. I capture that in my tasting notes, which show how the colours I experience change as the flavour of the whisky evolves," explained Glass.
The first two releases in the three-year Vanguard Series introduces a rare 29-year-old and a non-age-statement expression. While fewer than 100 bottles of Vanguard 29 Year Old are available worldwide, the small-batch 46.3% ABV non-age-statement Vanguard shares the result of innovative hybrid cask maturation.
The first two releases in the three-year Vanguard Series introduces a rare 29-year-old and a non-age-statement expression. While fewer than 100 bottles of Vanguard 29 Year Old are available worldwide, the small-batch 46.3% ABV non-age-statement Vanguard shares the result of innovative hybrid cask maturation.
Consumer Demand Drives Foldable and Multi-Screen Devices
Consumers are adopting foldable and multi-screen devices as they seek more versatile and pocketable screen options for enhanced mobility and functionality.
Question 1
Which of the following types of devices have you personally used in the past 12 months?
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Question 2
What are the main reasons you use or chose this type of device?
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Question 3
How likely would you be to choose a foldable or multi-screen device the next time you purchase a smartphone, tablet, or laptop?
Trend Themes
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Synaesthetic Branding — The exploration of cross-modal experiences, as evident in synaesthetic whisky branding, highlights an untapped avenue for creating unique sensory brand identities.
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Hybrid Cask Maturation — Combining different cask types to develop complex whisky profiles opens the door for creating distinctive taste experiences that appeal to niche consumer segments.
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Ultra-limited Editions — Producing highly exclusive, limited-edition products creates scarcity and allure for collectors and connoisseurs, driving demand through exclusivity.
Industry Implications
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Luxury Beverages — High-end spirits like rare whiskies are redefining the luxury beverage market by incorporating unique sensory experiences to differentiate and enhance appeal.
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Experience Marketing — The integration of multisensory dimensions in product offerings signals growth opportunities in experience marketing, engaging consumers through immersive sensory storytelling.
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Craft Distilleries — Small, craft distilleries are innovating by experimenting with hybrid cask techniques and sensory branding, offering novel products that differentiate from traditional mass-market competitors.
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