First Drinks invests in campaign for top brand
Published:  05 October, 2007

Glenfiddich is rolling out a revamped pack design and heavyweight marketing campaign.

TV ads for the First Drinks whisky brand will screen on Channel 4, More 4 and Film 4 starting on Nov 19, with print ads in consumer magazines. The y continue the recently-launched Every Year Counts.

The distillery has teamed up with GQ magazine to create a bursary worth £5,000 for consumers to fulfil their lifelong ambition, and it is also running a series of art exhibitions where famous artists are invited to paint what a particular year means to them on a whisky barrel.

Glenfiddich's pack design has been modified to place a greater emphasis on the age of the whisky, according to group brand manager Scott Hill, who said that "heather and weather" imagery fails to demystify the category. "People understand age and it's a simple message that consumers can take away," Hill said.

New gift packaging featuring a triangular tube to match the bottle and an updated label will roll out in November.

To boost consumption outside of Christmas the distillery has created the Glenfiddich Quartet. For £160, online subscribers can receive a bottle of different aged single malt at four points throughout the year. Glenfiddich will also host tutored tastings called Taste the Future, which "uses all your sense and brings the brand alive in a way that's not stuffy", according to Hill.

The latest in the Glenfiddich single cask Vintage Reserve series has been unveiled. A total of 550 bottles of the 1976 sherry barrel single malt have been released, with only 33 bottles available in the UK, with a price tag of £299.

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