In 2016, Glenfiddich were languishing in 12th place in their home market of Scotland – the largest region of malt drinkers in the world. Glenfiddich is a staple for mature whisky drinkers, but they had not earned relevance with the new generation of drinkers coming through.
There was hope, however. Research showed that when exposed to the ‘Experimental Series’, customers were likely to reappraise the entire Glenfiddich portfolio.
Launch the Experimental Series with Glenfiddich’s mantra of ‘pushing the boundaries’ in every conceivable way – from the first Festival at our distillery to drive bartender advocacy, experimental Burn’s Night events, and how we execute OOH and social content.
Within 2 years, Glenfiddich returned to overall on-trade leadership – 3 years ahead of our plan.