A toast to better whisky experiences

Whisky, wheels and what’s missing...

I have to say, over the past couple of years, whisky events have started feeling… well, a little predictable. Tastings, curated menus (sometimes just a few canapés), and a lot of brand imagery seem to replace the thoughtful, immersive experiences I remember. So when I saw Aston Martin on the invite, I admit I was genuinely excited.

The event took place at Daytona, Africa’s top luxury car destination and brought together Glenfiddich and Aston Martin. Club 1959 celebrated precision, performance, and legacy whisky and motoring as a meeting of minds. Walking in, it was a feast for the eyes: sleek Aston Martins, beautifully displayed whisky bottles and a space that invited dreams of driving or owning a piece of craftsmanship.

Behind the bar, Kurt Schlekter of CAUSE|EFFECT Cocktail Kitchen wowed with signature cocktails inspired by the collaboration. The 1959 Spritz with hand-torched orange peel, the theatrical Whisky Old Fashioned with smoking wood chips and my personal favourite, the perfectly balanced Whisky Sour, all showcased that cocktails can be an art form in themselves.

“Our partnership with Aston Martin is a celebration of artistry and ambition,” said Lifa Bakana, Senior Brand Manager at Edward Snell & Co. “Club 1959 was conceived as a living expression of that ethos, where performance and craft meet to create something extraordinary.” And in some ways, the evening delivered on that promise.

Glenfiddich x Aston Martin launch club 1959. Photo: Supplied

Glenfiddich x Aston Martin launch club 1959. Photo: Supplied

Glenfiddich x Aston Martin launch club 1959. Photo: Supplied

Where whisky events can reclaim their magic

Yet, despite the style and spectacle, certain things felt… a little flat. The tasting of the new Glenfiddich 16 Year Old was quick. Music and atmosphere sometimes clashed rather than complemented the experience. Food trickled in rather than arriving thoughtfully, making the evening feel more functional than curated.

It made me wonder: have whisky events lost some of their soul? They used to be about more than visuals or brand alignment. They were sensory journeys, layered, engaging, and memorable. Which reminded me of the recent Balevenie events that did this beautifully.

Also read: Folding craft into art, a parallel purpose

Here’s what could bring that back

Interactive elements: Workshops on blending, food pairing, or tasting techniques allow guests to participate rather than just observe.

Curated flow: Coordinate music, food, and drinks so each moment builds on the last, rather than distracting from it.

These events don’t need to be big or flashy; they just need thought, artistry and heart. With a bit more focus on the sensory, interactive and human elements, tastings can once again be experiences people remember.

To be fair, this isn’t on the event itself. I’ve simply been doing this long enough to have seen it all. For newcomers or casual enthusiasts, it was a great experience, but I couldn’t shake the feeling that something deeper was missing. But does it need to be deeper?

Because at the end of the day, whisky isn’t just about bottles or branding. It’s about connection and a little magic in every glass.