Glenfiddich rebrands trio of single malt whiskiesBy Melita Kiely
The world’s leading single malt Scotch brand, Glenfiddich, has rebranded its 12-, 15- and small batch 18-year-old whiskies.
The William Grant & Sons-owned brand will release the new designs for the 12-year-old and 15-year-old expression from today (18 June), with the new-look small batch 18-year-old scheduled to follow in 2020.
The 12-year-old whisky has been renamed Our Original Twelve, while the 15-year-old has been given the new title of Our Solera Fifteen.
The new design aims to depict the brand’s Speyside home, with a ‘v’-shaped valley cut into the face of the glass to give a “more chiselled profile”. The brand’s stag symbol is embossed in gold within the ‘v’, with founder William Grant’s signature featured on the bottle top.
The new designs were created by east London design agency Here Design. Full details of the redesign of the 18-year-old Glenfiddich have not yet been disclosed.
Claudia Falcone, Glenfiddich global brand director, said: “We wanted to emphasise Glenfiddich’s special provenance and unique heritage with this stylish new design, drawing cues from the special place where our liquid is produced.
“Our flagship range of expressions are some of the world’s best-selling and most awarded single malts, so it was really important to reflect the undoubted quality of the liquid with a stunning and contemporary look.”
Glenfiddich Our Original Twelve is matured in olorosso Sherry and Bourbon casks, before being married in oak tuns for at least 12 years. The new design has been priced at RRP £38 (US$48).
Glenfiddich Our Solera Fifteen marries whiskies aged in Sherry, Bourbon and new oak casks. It has an RRP of £42 (US$53).
This week, The Spirits Business revealed that Glenfiddich has been crowned Scotch Whisky Brand Champion 2019 in our annual Brand Champions report.