William Grant & Sons has released details of a packaging refresh for single malt flagship Glenfiddich in time for what the group has called the brand’s “next chapter”.
Backed by the promise of “further innovations to come”, the update, which applies to all permanent expressions, has been unveiled this week ahead of the rollout to all of Glenfiddich’s markets from April. Created with a “contemporary audience” in mind, William Grant said the move retains the stag logo while also being “inspired by the [brand’s] pioneering releases of the 1960s, when Glenfiddich helped establish single malt scotch whisky as an international spirits category”.
“Innovation has always been part of Glenfiddich’s DNA,” said Glenfiddich’s malt master, Brian Kinsman. “The distillery was founded by people who weren’t afraid to take risks, and that spirit still guides us today. It remains a driving force behind Glenfiddich’s status as the world’s most awarded single malt scotch whisky.
“As Glenfiddich looks to the future with new cask finishes, maturation techniques and collaborations that challenge perceptions of single malt, the brand remains rooted in continuity, with deep respect for what has come before.”
Glenfiddich will continue its sponsorship of the Aston Martin Formula One team into the next season, which commences in early March. The tie-up, which features branding on the team’s cars, was first announced in late 2024.
