Exclusive news and research on the wine, spirits and beer business

With Growth Accelerating, Glenfiddich Debuts New Core Whisky, 14-Year-Old Bourbon Barrel Reserve

October 1, 2015

With its Balvenie single malt Scotch benefiting from a surging 14-year-old offering, William Grant & Sons is extending its larger Glenfiddich label with a 14-year-old expression as well.

Launching today, Glenfiddich’s 14-Year-Old Bourbon Barrel Reserve is aged in American oak ex-Bourbon casks and retails at $50 a 750-ml. The newcomer, which dovetails with a trend toward Bourbon-influenced Scotch whisky innovations, will be a core member of the Glenfiddich range.

With the single malt category’s rapid growth straining stocks in some cases, a lot of new product activity has recently focused on non-age-statement whiskies, prompting a debate across the industry. William Grant’s category marketing director for Scotch, Andy Nash, tells SND that the decision to launch a permanent 14-year-old under Glenfiddich marks a line in the sand. “When others are moving away from age statements, we’re making sure that the quality assurance piece is front and center for the consumer,” he says. “At $50, Bourbon Barrel Reserve is at a very approachable price point for single malt, and even within the premium whisk(e)y space as a whole.”

According to Impact Databank, Glenfiddich rose 3.5% to 140,000 cases in the U.S. market last year, ranking as the third-largest single malt behind The Glenlivet and The Macallan. Since 2010, the brand is up 31%, with notable advances coming from its 15-year-old Solera Reserve offering ($60), as well as its high-end 21-year-old Rum Cask Finish ($200). Glenfiddich’s 15-year-old has grown to the point that it would be a top-10 single malt brand in the U.S. as a standalone offering, Nash adds.

William Grant & Sons has seen Glenfiddich’s progress accelerate in 2015 and outpace overall single malt category growth, which registered at 12% by volume and 18% by volume in Nielsen channels over the latest 13 weeks. “The past four or five years have been a very strong period for single malt, and we see that continuing,” Nash notes. “We’re very optimistic going into the holidays.”

Subscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning.

Tagged : , , , ,

Get your first look at 2019 data and 2020 projections for the wine and spirits industries. Order your 2020 Impact Databank Reports. Click here.

Previous :  Next :