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News
Major global push for Glenfiddich
William Grant & Sons has announced a £23 million investment into a global marketing campaign and new packaging for Glenfiddich. The campaign will include television, print and outdoor activity, as well as an online presence. Entitled "Every Year Counts", the idea behind the campaign is the result of global consumer research among Glenfiddich’s target audience of 35-50 year old men.
The brand’s marketing spend in the UK will be £2m, with the new campaign beginning in May. This will be followed by the launch of the new global packaging in the UK in September. This consists of updated label and logo design, as well as new outer packaging. With current global sales near 900,000 cases per year, the brand now has ambition to be the first single malt to reach sales of one million cases. In 2006, sales volume increased by 7%, with a 9% increase in value.
© db Clinton Cawood, 04/04/07