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New design for Glenfiddich core range

William Grant & Sons UK’s Glenfiddich 12 and 15 year old single malt Scotch whiskies have been given a distinctive new pack design to complete a core range overhaul.

The redesign of the 12 and 15 year old expressions completes a core range refresh, which began with the redesigned Glenfiddich 18 Year Old, launched in November 2014.  

The new Glenfiddich 12 and 15 year old bottles feature a more confident and dominant Stag and feature product information presented on a cream band which is more representative of the category. They are presented in premium presentation boxes, embossed with the instantly recognisable Glenfiddich gold stag and finished with luxurious gold foil detail.

Sarah Harding, senior brand manager, Glenfiddich comments: “This is an exciting time for Glenfiddich and we are thrilled with the refreshed core range. Glenfiddich is a superior whisky so naturally we want its presentation to match the quality of the award winning liquid. The prestigious new look will hopefully capture and reflect our whisky making credentials and the brand’s authenticity and family heritage.”

The new range will be available from September 2015.

Earlier this year, Gary Westlake, founder of design agency Purple Creative, along with Sarah Macaulay, global marketing manager, at Glenfiddich talked about the key factors in creating a new visual identity for a long established brand like Glenfiddich at The Drinks Report’s Drinks Symposium. The next Drinks Symposium is on September 17 at the Packaging Innovations show, London Olympia. View the programme here.

2 September 2015 - Felicity Murray The Drinks Report, editor