Cover Story
Relaunching
an icon William Grant & Sons embraces it’s heritage by elevating Glenfiddich’s luxury status.
It was the year 1887, in Speyside Scotland, when
towards exploration of new experiences, provenance
William Grant built the Glenfiddich Distillery with
and authentic brands.”
the help of his seven sons and two daughters. This
As the world’s most awarded single malt Scotch
home base of Glenfiddich, which means ‘valley of the
whiskies and Australia’s number one seller in the
deer’, was finished in a single year, turning William’s
category, Glenfiddich is often an easy choice for
dreams into a reality.
consumers looking to trade up to a luxury spirit.
And today, William Grant & Sons (WG&S) is
Its contemporary redesign will help illustrate
embracing this heritage behind the iconic whisky,
this, adding further appeal to an already well-
relaunching with a more sophisticated and elegant
respected product.
design that celebrates its maverick beginnings and family origins.
Three top retail tips 1. A lways stock a range that’s right
Asciak said that Glenfiddich’s reputation: “Signals confidence for shoppers; be they first time malt
The new look has a chiseled profile, featuring a
shoppers trading up from blends, gifters unfamiliar
v-shaped valley cut into the glass with the Glenfiddich
with the category or wanting to impress, or regular
gold embossed stag sitting within. Along with the
malt shoppers seeking trade up options from a known
physical change, they have rebranded the 12 and
brand they can trust.”
for your store and its shoppers. 2. G ive older whisky variants more space, as they respond three
15 year old whiskies to be known as ‘Our Original
Retailers can find significant opportunity in
Twelve’ and ‘Our Solera Fifteen’, respectively being
encouraging customers to move towards luxury
a nod to the brand’s signature expression and their
spirits, especially in the younger generation of
celebration of the Solera system.
shoppers who account for half of all global luxury
times better to display. 3. C onsider a layout by taste and not
Marketing Manager for Whisk(e)y at WG&S,
growth. Glenfiddich’s premium range is a good choice
Kristie Asciak, describes the relaunch as being
to help you benefit from this trend, with products
resonates better
motivated by growing interest in luxury spirits from
ranging from an RRP of $80, through to $50,000.
with shoppers.
both new and existing consumers.
Rollout of the Glenfiddich redesign coincides with
“We have seen consistent double digit growth
World Whisky Day (16 May), supported by a range of
for Glenfiddich,” Asciak said. “It’s being driven
advertising and promotional material over the next
by premiumisation but also an increasing trend,
12 months to enhance brand status and keep relevant
particularly amongst emerging whisky drinkers,
to consumers post-pandemic.
12 | National Liquor News
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region, as this
