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Glenfiddich updates packaging design

William Grant & Sons has updated the packaging design for its 12 and 15-years-old Glenfiddich single malt whiskies, taking cues from its origins in the Valley of the Deer.

The new packaging will be rolled out in the UK and US to begin, with Small Batch 18 Years Old following in 2020.

The new look celebrates Glenfiddich’s beginnings and family-run heritage and combines it with a sophisticated and elegant design. The 12 Years Old has been given a refined makeover and is now known as the ‘Our Original Twelve’, as a nod to the brand’s signature expression.

The 15 Years Old is rebranded as the ‘Our Solera Fifteen’, as a more overt celebration of the Solera system, which is an innovation in the whisky industry. The redesign provides a fresh and distinctive new look, creates standout and is intended to appeal to current drinkers as well as entice those around the world who are new to the brand and category. 

Glenfiddich means “The Valley of The Deer” and its location in Speyside, Scotland, is where William Grant, Glenfiddich’s founder, turned his dreams into reality in 1887 by building the distillery with the help of his seven sons and two daughters in a single year.

In honour of the brand’s home, the new design now features this defined valley, cut into the face of the glass, to give a chiselled profile. The stag symbol, embossed in gold, also proudly sits within the V of the valley shape. William Grant’s signature is gold emblazoned on the bottle top.

Claudia Falcone, Glenfiddich global brand director says: “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.”

Ifan Jenkins, UK marketing director comments: “We are delighted that the UK has been chosen as first to market for the iconic new Glenfiddich packaging. As the number one single malt whisky in both Scotland and across the UK, Glenfiddich is a flagship brand that we are immensely proud of and we will continue to push the boundaries with our beautiful new visual identity and disruptive activations.”

Glenfiddich’s malt master, Brian Kinsman adds: “These whiskies are crafted to ensure the highest quality taste and flavour, the complexities of which are influenced by the River Spey and surrounding landscape. It’s great to honour this provenance and the historic home of Glenfiddich in such a refined way.”

The new packaging has been designed by East London design agency HERE design.

Available in retail outlets, Glenfiddich Our Original Twelve has a recommended retail price of £38 and Glenfiddich Our Solera Fifteen has a recommended retail price of £42.

26 June 2019 - Sam Coyne The Drinks Report, editor