Glenfiddich releases 26YO expression

William Grant & Son's has released a Glenfiddich Excellence 26 Year Old, a single malt Scotch whisky matured exclusively in American oak bourbon casks, and launched a global advertising campaign that celebrates the brand’s 126 years and five generations of family-owned independence.

Glenfiddich Excellence 26 Year Old is described as a distinguished addition to the family run distiller’s collection of rare and prestigious whiskies. The single malt Scotch whisky has been matured exclusively in American oak bourbon casks for a minimum of 26 years.

Previously used to mature American whiskies and specially imported to the Dufftown distillery, the oak casks impart a unique and distinct flavour. Glenfiddich Excellence 26 Year Old is the first single malt from the Speyside distiller to use bourbon casks throughout the entire maturation process. 

Peter Gordon, Glenfiddich company director says: “As a family run company, we’ve always challenged established whisky-making norms. Our independence allows us to innovate and create superior whiskies.”

The elegant glass bottle, which features gold lettering and a oak stopper, is contained within a purple presentation box that has an embossed design "inspired by the patterns on wood cuts from America’s ‘deep south’".

Glenfiddich Excellence 26 Year Old has a RRP of £350.

Global ad campaign launched

Glenfiddich has also launched a global advertising campaign that celebrates the brand’s 126 years and five generations of family-owned independence.

The strapline, ‘Family Run Since 1887’, is at the heart of the £2m campaign which has just launched across the UK and incorporates major outdoor advertising, PR and targeted website activity emphasising the family’s vision to create ‘the best dram in the valley’. The adverts, which focus on Glenfiddich’s iconic bottle and family imagery, have gone live on billboards at London Underground stations and will feature across national newspapers such as The Independent for the rest of the year.

In the off-trade, a premium selection of gifting options have been released across each channel to drive the ‘Family Run’ message at key sales periods including Christmas. The gifting programme has also been designed to drive consumers to the Glenfiddich website, which has been revamped to further encourage exploration of the brand’s history and its family of single malts. Visitors to the website are now able to click through to a Whisky Gift Guide, curated by renowned blogger Alwynne Gwilt, also known as ‘Miss Whisky’. 

Sarah Harding, senior brand manager for Glenfiddich at First Drinks (William Grant & Son's UK distribution arm) comments: “‘Family Run Since 1887’ makes perfect sense because it’s a simple but powerful truth which has the longevity and the flexibility to be at the heart of our brand communications for years to come.

“We know from consumer research that family ties imply long term nurture and care, which ultimately results in a ruthlessly premium whisky and a single malt of which we are proud.

“The ‘Family Run’ creative incorporates emotive headlines and distinctive imagery, reinforcing Glenfiddich’s heritage and authenticity. The overarching aim of this campaign is to communicate Glenfiddich as a prestigious whisky with deep-rooted quality, and to capitalise on the positive trend of the demand for single malt whisky outstripping supply. As the world’s most awarded Scotch whisky, we know Glenfiddich is well placed to do this.”

Later in the year further plans will be announced for the campaign, including specific activation in the on and off-trade sectors.

30 June 2014 - Felicity Murray The Drinks Report, editor