Glenfiddich revamps Cask Collection for Cannes

Glenfiddich has redesigned its Cask Collection series – the brand’s first no-age-statement range of single malts – and is set to debut the “modern and contemporary” new look at the TFWA World Exhibition in Cannes.

Glenfiddich has revamped its Cask Collection series, and will debut the new look in Cannes

The series, which is based on the Solera vat process pioneered by Glenfiddich in 1998, has been reworked by William Grant & Sons to provide “clearer shelf stand out, improved consumer appeal and help better signpost Glenfiddich”.

“Single malts are the fastest growing spirit category in travel retail and, while Glenfiddich Cask Collection has been very well received since its launch into market last year, we felt it would benefit from a more modern and contemporary look which – at the same time – would better highlight the exclusivity and story behind the Solera vat process,” says WGS GTR managing director Ed Cottrell.

The Solera process sees select single malt whiskies married together for at least two months. Each vat is never less than half full and is constantly replenished.

The new wooden vats, created exclusively for the Cask Collection, sit with the original Solera vat in Warehouse 8.

“Solera is such an asset to the brand. The refreshed look marks a milestone for Glenfiddich in highlighting the exclusivity and brand creation story behind Solera in a much more visually disrup-tive way than we have done before,” said Cottrell.

For Select and Reserve Casks, shades of blue were chosen to reflect a “step up” between the two and encourage consumers to trade up, repeated on the labels and foil caps, while the Vintage Cask features copper colouring.

“Blue is a colour that you have to use with the ultimate target in mind,” said Cottrell. “It is universally the most liked colour by both males and females relating to trust, honesty and reliability, strength and unity. But different shades have very different psychological meanings.

“For Select Cask we have used a vibrant blue that aims to recruit younger consumers entering the category from premium blend, bourbon or adjacent categories.

“The deeper blue Reserve Cask colour reflects the richer and more complex nature of the spirit and will appeal to a more mature drinker, while the outer box for Vintage is a darker blue still to distinguish the expression as appealing to those looking for further depth and maturity.”

An ‘Infinity string’ design on the bottle label and outer gift packaging symbolises “the constant dynamic movement of the spirit in the Solera vats” while the complexity of the pattern is said to represent the “personality” of each whisky – such as satin for the “smooth” Select Cask.

“By creating this new impactful design for Glenfiddich Cask Collection we are continuing to assert leadership of the single malt category, recruiting a new wave of premium whisky drinkers across GTR and inspiring existing consumers to trade up,” added Ed Cottrell. “GTR must act as a showcase for the best of the Glenfiddich brand: building our premium credentials through outstanding activations and strong in-store presence, leveraging the full extent of the range, and bringing our maverick positioning to life in everything we do.

“Thus the rejuvenated Glenfiddich Cask Collection, as a GTR-exclusive range, will be supported in-store with lively and engaging high profile activations designed to reflect the infinite flavour profiles of this unique collection.”

The new-look Glenfiddich Cask Collection will be available in GTR from Q2 2017.