Campaign gives new life to malt

William Grant & Sons is investing £23 million in re packaging and promoting its top-selling single malt whisky brand, Glenfiddich.

The global ad campaign, with the strapline Every Year Counts , will go live in May with new packaging hitting shelves in September.

First Drinks Brands manages the brand in the UK and managing director Chris Mason said £2 million had been set aside for marketing spend in the UK .

He said: "With brand value growth already outstripping volume growth and our number one position going from strength to strength, these are already exciting times for Glenfiddich in the UK.

"The record investment we are putting into the brand with new packaging and our first fully-integrated marketing campaign will help the category as a whole, while Glenfiddich's possibilities for increased growth are excellent."

Last year, Glenfiddich gr ew by 4.8 per cent value and 4.3 per cent volume in a category which saw overall sales decline.

The ad campaign, developed by 180 Amsterdam, targets men aged between 35 and 50 who want to "experience life to the full".

The Every Year Counts idea parallels the heritage of Glenfiddich with the life opportunities that can often take years to realise.

Steve Sturgeon, William Grant 's global marketing director, said: "Men are changing and the brand location needs to change with them."

The packaging, which was last updated in 2000, has been designed to feature continuity across the 12, 15 and 18 Year Old whiskies with the stag icon remaining. A cork closure has been introduced to the 12 Year Old, bringing it in line with the 15 and 18 Year Olds.

The first set of ads will feature the current packaging and will be updated in September with the new packaging.