Glenfiddich signals new era with redesign
William Grant & Sons has unveiled a new visual direction for Glenfiddich single malt whisky, which draws on five generations of family history.
The new look has been crafted for a contemporary audience, and aims to balance modernity with heritage while drawing on the Glenfiddich family archive, which spans more than five generations.
Glenfiddich’s redesign was inspired by the ‘pioneering’ releases of the 1960s, when the brand helped establish single malt Scotch whisky as an international spirits category.
The new packaging design will roll out globally from April 2026.
Will Peacock, global brand managing director, William Grant & Sons, said: “With Glenfiddich’s design evolution, we are pleased to reveal a refreshed look that honours the past of this 139-year-old whisky while celebrating a timeless modernity.
“This latest transformation reflects Glenfiddich’s living legacy as a British luxury icon while setting the scene for its next chapter.”
Central to the refreshed design is the stag, which has featured on the bottle since the 1960s and was originally inspired by Sir Edwin Landseer’s 1851 painting The Monarch of the Glen.
Capturing the landscape of Glenfiddich’s home in Speyside, the reworked stag has been refined to reflect the character of the whisky and is framed by the distillery’s founding year of 1887.
Glenfiddich’s wordmark has also been reimagined. Sans-serif typography has been included to evoke modernity while paying tribute to British type design and the wordmark that first appeared on the brand’s bottles in the 1960s.
The reworked Grant family crest has been elevated and embossed within the new packaging, and features the motto ‘Stand Fast’, underscoring the family’s custodianship.
Brian Kinsman, Glenfiddich malt master, commented: “Innovation has always been part of Glenfiddich’s DNA. The distillery was founded by people who weren’t afraid to take risks, and that spirit still guides us today.
“As Glenfiddich looks to the future with new cask finishes, maturation techniques and collaborations that challenge perceptions of single malt, the brand remains rooted in continuity, with deep respect for what has come before.”
The new design seeks to signal a ‘purposeful evolution’ for the single malt by embracing ‘bold restraint, luxurious consistency and refined textural detailing’.
The new Glenfiddich identity was first revealed on the Aston Martin Formula One Team 2026 car as part of the brand’s partnership with Aston Martin and the Aston Martin Formula One Team.
Earlier this year, malt master Kinsman featured on The Spirits Business Podcast.
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