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Glenfiddich stag gets a makeover

Glenfiddich is to introduce a new-look stag logo on its bottles and marketing material as part of a makeover of its entire single malt Scotch whisky range.

Glenfiddich’s new stag (right) has been given a more sleek and modern look

The redesign has already kicked off with a new look for its 18 Year Old in domestic markets and 18 Year Old Small Batch expression in travel retail.

As well as introducing a more simplified, stylised stag head, which will continue to look over its right shoulder, Glenfiddich will drop the words “single malt Scotch whisky” from its branding, letting the name Glenfiddich stand alone on all advertising material.

The redesign, which will be gradually rolled out across all products in the range, is part of an overhaul of the Glenfiddich portfolio in travel retail.

Brand owner William Grant & Sons has also revealed plans to simplify its offer in the sector after admitting it had “too many SKUs” available that were “confusing customers”.

Currently its travel retail offering includes the Glenfiddich Cask Collection, Age of Discovery, Glenfiddich 25 Year Old, Glenfiddich Small Batch 18 Year Old and Glenfiddich Nordic Oak.

Ian Taylor, global marketing manager for travel retail at William Grant, said the review would take place over the next two years.

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