• Transform magazine
  • July 16, 2019

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Whisky range unites craft experimentation with brand heritage

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Already one of the most popular single malt Scotch whiskies in international markets, Glenfiddich has upped the game even more with the introduction of its ‘Experimental Series.’ The range sees new whiskies and collaborations hit the market complemented by experimental elements designed to improve the drinking experience.

To do this, Glenfiddich worked with London-based brand agency Space on packaging, a promotional film and a marketing campaign.

Jason Nicholas, managing partner at Space says, “The Experimental Series offers the chance to continually work on something that challenges a category. The creative idea in this campaign has led to the creation of a beautifully crafted and visceral campaign that will get under the skin of new drinkers and whisky advocates alike.”

The campaign takes its imagery nods from the individual whiskies’ flavour profiles and the social media video vignettes accompanying each new product. One of the most successful launches was the Glenfiddich IPA Experiment which blurred the lines between craft beer and single malt whisky. The latest release – the fourth – is called Fire & Cane and it blends smokiness and sweetness in the bottle.

The packaging design for the bottles is consistent. Each whisky uses Glenfiddich’s traditional bottle shape and sleek stag logo. But the pack is drenched in the markers of craft including rose gold text, matte labelling elements and embossed glass emblems. Each of the packs has a descriptive label indicating the flavour profile and unique aspect of the whisky. In Fire & Cane’s case, it’s a peated whisky – already unusual for the Speyside brand – finished in rum casks.

The Fire & Cane campaign has been initially promoted across the US, with other markets to follow. Oliver Rudgard, global brand director at Glenfiddich, says, “The Experimental Series demonstrates our continued commitment to create new, innovative and inspiring whiskies. Working with the great team at Space, we have pushed the creative boundaries further to create a set of new codes in the single malt category which are set to create cut through, attention and desire for the Fire & Cane launch across the globe.”

Previous products included Project XX, a coffee-infused whisky, and Winter Storm, a whisky finished in ‘icewine’ casks.

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