Glenfiddich has redesigned and renamed its core range of single malts in an effort to ‘entice’ new drinkers to Scotch whisky.
The Speyside distillery’s 12- and 15-year-old whiskies will be renamed ‘Our Original Twelve’ and ‘Our Solera Fifteen’, in what brand owner William Grant & Sons said is a nod to its original expression, and ‘innovative’ solera process.
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.
The Scotch producer claimed its new bottle design for Glenfiddich ‘creates standout’, and will ‘appeal to current drinkers as well as entice those around the world who are new to the brand and category’.
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.’
Its makeover follows that of The Glenlivet, which unveiled its own ‘bold’ redesign last month to ‘embrace the next generation of single malt drinkers’.
Glenfiddich’s new bottles will be introduced to the UK and US from June 2019, with the new-look ‘Small Batch 18 Year Old’ released in 2020.
Copyright The Duty Free Hunter 2019