Glenfiddich Reveals New Branding
Single malt producer Glenfiddich has unveiled a new visual identity, intended for a contemporary audience.
The refreshed look is meant to balance modernity with tradition, according to the company, drawing from the Glenfiddich family archive spanning more than five generations.
Central to the new design is the brand’s traditional stag, which has been featured on the bottle since the 1960s and was originally inspired by Sir Edwin Landseer’s 1851 painting, “The Monarch of the Glen.” Reflecting the landscape of Glenfiddich’s home in Speyside, the reworked stag has been refined to reflect the character of the whisky, according to the company, and is framed by the distillery’s founding year of 1887.
Glenfiddich’s wordmark has also been reimagined: the sans-serif typography is meant to evoke modernity, while paying tribute to British type design and the wordmark that first appeared on its bottles in the 1960s.
The reworked Grant Family Crest, embossed within the new packaging, features the motto “Stand Fast,” as this brand remains family-owned.
The design also aims to underscore Glenfiddich’s roots in Speyside.
“Innovation has always been part of Glenfiddich’s DNA,” says Brian Kinsman, Glenfiddich Malt Master. “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,” Kinsman adds.
Glenfiddich will introduce its new identity in time for Father’s Day, with the debut of a limited-edition Value Added Pack (VAP). The Father’s Day VAP (MSRP: $59.99) contains a 750-ml. bottle of Glenfiddich 14 Year Old Bourbon Barrel Reserve, complemented by 50-ml. formats of Glenfiddich 15 Year Old Solera Reserve and 18 Year Old.
This follows the release of Glenfiddich 16-Year-Old Single Malt Scotch Whisky.
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