Source: William Grant & Sons

William Grant & Sons wants to tap younger shoppers with the revamp

William Grant & Sons has given Glenfiddich’s core whiskies a major makeover. 

New bottles and packs rolled out this week across the brand’s 12yo and 15yo expressions, which have been respectively renamed Our Original Twelve and Our Solera Fifteen (rsp: £38-£42/70cl).

The move was intended “to appeal to current drinkers as well as entice those around the world who are new to the brand and category”, according to William Grant & Sons. A similar rebrand will follow for Glenfiddich’s 18yo ­variant in 2020. 

Retail sales of Glenfiddich rose 4.8% (£1.4m) to £29.2m over the past year [Nielsen 52 w/e 20 April 2019].