Issue link: http://digital.copcomm.com/i/537687
74 / the tasting panel / july 2015 COVER STORY The Story of the Serve The idea was to create a thoroughly unique, non-cocktail way of presenting and experiencing Glenfiddich single malt whiskies by way of what Bechard has dubbed simply the Serve. It grew out of the desire to connect Scotch sippers, both dabblers and pros, to the myriad expressions from the family-owned single malt producer using different sensory experiences. The end goal is to tease out the particular aromas and flavors in the whiskies, allowing a consumer to walk away with a thoroughly memorable experience and a solid understanding of the Glenfiddich range's individual flavor profiles. As a side bonus, it afforded bartend- ers the opportunity to thoroughly focus on the historic producer and get to better understand the nuances of the spirit. In this way, each Serve communicates the bartender's knowledge—creating, in a sense, an army of brand ambassadors. This is no small feat in a category crowded with both ancient and new whiskies, but there was much practical method—and success—to Bechard's apparent madness. In 2014, 70 bars and their bartenders from across the country competed to create the best, most creative, most memorable manner of serving various expressions of the Glenfiddich portfolio. Six finalist accounts (and two representa- tives from each) were flown to Scotland on a four-day trek to visit the Glenfiddich distillery before ultimately presenting their winning Serves to the judges, includ- ing fifth-generation Glenfiddich family member Kirsten Grant. "This is my baby," says Bechard. "I wanted to get bartenders to Scotland. Going to the place where Glenfiddich is made—it's important." Glenfiddich Central Brand Ambassador David Allardice has teamed up with Dallas chocolatier Chocolate Secrets to create a line of Glenfiddich chocolates designed to pair with the whiskies.