William Grant USA Execs On Opportunities In Single Malt Scotch
October 21, 2025William Grant & Sons is a leader in the single malt Scotch whisky segment, anchored by 191,000-case Glenfiddich and 100,000-case Balvenie, two of the top malts in the U.S. The company is also present in blended Scotch, with the 101,000-case blended malt label Monkey Shoulder leading the way. Last year, William Grant also purchased the Famous Grouse (108,000 cases in the U.S.) and Naked Malt brands from Edrington for an undisclosed sum. Shanken News Daily senior editor Shane English recently caught up with William Grant USA president and managing director James Casey and CMO Vérane de Marffy for an update on the company’s Scotch whisky business.
SND: How is the William Grant Scotch portfolio holding up amid the current conditions?
Casey: Both Glenfiddich and The Balvenie have continued to perform strongly in the U.S., driven by a focus on recruiting consumers into the category while reinforcing each brand’s premium credentials. Glenfiddich has led category growth in Nielsen, maintaining its position as the world’s best-selling single malt. The Balvenie also outperformed the category last year, growing share across channels.
de Marffy: Glenfiddich announced a long-term global partnership with the Aston Martin Formula One Team last year. We also expanded the Grand Series with Glenfiddich Grand Château ($2,100), a 31-year-old single malt that spent nine years finishing in Bordeaux red wine casks.
The Balvenie has unveiled The Balvenie Fifty Collection, a trilogy of whiskies that reflect five decades of craftsmanship at our Speyside distillery. The First Edition launched last year, and earlier this month we released The Second Edition, with only 125 bottles of each edition available globally. The Third Edition will follow in 2026, completing a rare and remarkable series. To close out 2024, we also brought back a much-loved favorite, the Single Barrel 12 Year Old ($80).
SND: How do you see whisky consumption evolving in the U.S.?
Casey: We’re continuing to see a clear shift in how consumers enjoy whisky, with quality taking precedence over quantity. Across age groups, people are drinking more intentionally—choosing fewer occasions but reaching for better bottles and more elevated serves. This thoughtful approach to consumption is expected to remain a defining trend. With aged stocks ranging from 12 years to decades-old expressions, both Glenfiddich and The Balvenie are perfectly positioned to meet these discerning, key moments.
de Marffy: We’re placing greater focus on key occasions and cultural moments—particularly those centered on celebration. We’re also putting a stronger emphasis on cultivating partnerships with talent and influencers, as well as building out ownable, experiential activations.
This holiday season, both Glenfiddich and The Balvenie are introducing gift-ready packs of their 14 Year Old expressions: Glenfiddich Bourbon Barrel Reserve (375ml) and The Balvenie Caribbean Cask (200ml). These limited offerings are designed to appeal to holiday shoppers. By introducing smaller formats, we’re providing an inviting entry point for those exploring Scotch for the first time, while reinforcing the heritage, craftsmanship, and leadership of both brands.
SND: What are your priorities for Glenfiddich and the Balvenie looking ahead?
de Marffy: Glenfiddich will continue to build on its role as the official whisky partner of Aston Martin Formula One Team. We’ll look to amplify our footprint on the ground for the remaining U.S. races in 2025 and create experiences that captivate consumers for the 2026 season. In parallel, The Balvenie will further spotlight its heritage of luxury and craftsmanship, ensuring the brand continues to resonate with consumers who value artistry, authenticity, and timeless quality.
SND: What do you see in the future for the Monkey Shoulder brand?
Casey: Our focus is on creating more value for consumers and to remain a go-to choice for both seasoned whisky enthusiasts and newcomers. True to its reputation for breaking conventions in the whisky world, Monkey Shoulder offers versatility for mixing or sipping neat—bringing a modern, playful twist to a category that can often feel traditional or stagnant.
Tagged : Glenfiddich, Monkey Shoulder, The Balvenie, William Grant
