Borrowing that tag line from something that is paired with whisky in today’s digital world.
Glenfiddich
Does that name sound familiar? No? Then I am sure we have an answer to the question ‘are we alone in the universe?’
Christmas musings wouldn’t be complete if we don’t remember the brand that evokes recognition from almost every whisky lover across the world.
History brief: In the year 1887, on Christmas day the stills of Glenfiddich produced the first new make of the legendary distillery from Dufftown. Let that statement settle in for a bit and imagine the emotions running through the proud owner’s head. William Grant a former distillery manager in the neighboring Mortlach is the man behind this iconic whisky.
Right from being available on most bar counters and one of the most recognized brands in the alcobev industry, William Grant and the organization have created many examples of the vision ahead of time.
• Distillery was built raising money from the immediate family the amount of 800£!
• When prohibition hit the US, it was one of the very distilleries to increase production capacity
• One of the first distilleries to have an onsite cooperage
• The iconic triangular bottle launched in 1956
• One of the first distilleries to introduce a concept of visitors center back in 1960
• When most of Scotland was producing spirits to cater to the success of blends, Glenfiddich created niche for itself and the category of Single Malts.
I can go on with the list of accomplishments
About the brand today – Yes, many of us have moved on from the whisky that now we term as ‘entry-level single malt’ firstly it’s not! But even with that skewed logic just imagine the millions of amateurs who have threaded this path starting with this malted spirit. It still is perhaps the most widely available single malt scotch available across the globe and vies for a spot for the largest selling single malt with The Glenlivet.
The article is titled ‘Elegance is an attitude for a reason; from the classy ads that the brand creates, it’s brand ambassadors who personify the brand’s style, the portfolio of whiskies, and the way the brand has silently been making steady strides in innovative offerings. In my early days of whisky edutainment, I was ranting about brands such as Glenfiddich moving towards NAS when I was gently nudged by @Mark who asked me how many variants did Glenfiddich actually stop production to be replaced by NAS whiskies? My ignorance shone through like a beacon. With so many brands clamoring for space I have never seen the brand drop standards or get into duels & debates. How many brands do you imagine would be able to maintain that level of decor and commitment after attaining the pinnacle of sales and dominance?
While we seek higher complexity and whiskies that offer something & cater to our personal preferences, a moment to salute this brand with a dram wouldn’t be a bad idea would it?
I wanted to post this bit of information for it to be an information titbit for malt lovers but my dear friend The Whisky Advisor stole my thunder by posting about Glenfiddich & had the foresight to get a crisp video ready for the day! Wonderful to see that we have the same thoughts! Merry Christmas
