Whisky and Golf Brands Cross the Atlantic

The Glenlivet has announced a partnership with Cabot Highlands, a luxury golf destination in the Scottish Highlands near Inverness, launching ahead of Father's Day with a sweepstakes, retail activations, and new product releases across Canada.

The centerpiece is a contest offering one Canadian pair a trip to play the newly opened Old Petty 18-hole course and Castle Stuart Golf Links, followed by a private distillery tour. Winners will be "among the very first to play the highly anticipated new 18-hole golf course, Old Petty," according to the announcement.

On-Ground Activation

The Glenlivet and Cabot Highlands will host an exclusive experience at Modern Golf in Toronto's First Canadian Place on June 10-11. Guests can book 30-minute sessions between 11:30 a.m. and 7:30 p.m., featuring guided tastings, virtual simulator play of Cabot courses, custom bottle engravings, and limited-edition merchandise.

The partnership reflects "shared Scottish roots and commitment to creating exceptional experiences," according to George Skarpathiotakis, Senior Brand Director at Corby Spirit and Wine, The Glenlivet's distributor in Canada.

"Partnering with Cabot Highland, a destination that shares our deep Scottish roots and our passion for creating unforgettable, world-class experiences, feels entirely natural," Skarpathiotakis said. "By bringing our brands together for Father's Day, we are offering golf and whisky enthusiasts a way to elevate and celebrate the moment in an unforgettable way."

Grace Bergmann, VP Global Marketing & Partnerships for Cabot Highlands, added: "We're thrilled to partner with The Glenlivet, a brand that shares our Scottish roots and commitment to creating exceptional experiences. With Old Petty now open, there's never been a more exciting time to introduce Canadians to Cabot Highlands and the remarkable beauty, golf and hospitality of the Scottish Highlands."

New Product Launches

The Glenlivet is also rolling out its Small Batch Collection with two new aged expressions. The 17 Year Old will launch in select Ontario stores, while the 20 Year Old debuts in Alberta. Both expressions combine different casks to showcase flavor complexity.

Tasting notes for the 17 Year Old describe "wildflower honey" notes on the nose—apple rings, boiled lime confectionery, and honeysuckle—with a "sweet, floral and complex" finish. The 20 Year Old emphasizes "orchard fruitiness" with juicy pears, crisp apples, and sweet cherries, finishing "incredibly fruity and syrupy."

Why It Matters

For spirits and golf marketers, the partnership illustrates a growing trend of category cross-overs targeting affluent male consumers. The activation model—combining e-commerce entry, experiential retail, and premium travel prizes—creates multiple touchpoints for high-value brand engagement beyond traditional spirits retail. The regional product rollout also signals Corby's segmented approach to building distribution for premium expressions.

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Written by FBM Publications Editors