Glenfiddich is getting a £23m makeover, with a global marketing campaign and revamped packaging, as brand owners William Grant & Sons attempt to modernise the appeal of malt whisky.

The campaign, called Every Year Counts, will go live in May, with the new packaging hitting shelves this autumn. Of the total brand investment, £2m has been earmarked for the UK.

"We want to move away from the tried and tested ways of promoting malt towards something more dynamic," said Steven Sturgeon, global marketing director. "Worldwide consumer research highlighted a shift in the way our target market measures success. It used to be about material objects and conspicuous consumption, but now it is more about experiences and living life to the full."

The campaign highlights experiences that drinkers have over the course of a year, and links them to the process that whisky undergoes as it ages.

The redesigned bottle retains its triangular shape, which is now reflected in the gift-box shape as well. The Glenfiddich stag has been updated, the font has been changed and tasting notes have been added to the front label.

The company said it was working with retailers to bring value back into the category. "Malt and Cognac have been over discounted," Sturgeon said. "We will be focusing on the independent sector to give them a point of difference from the multiples."