Glenfiddich Reclaims Number One Malt Position In Scotland

[William]

First Drinks, one of the country's leading suppliers of premium spirits to the off-trade, has reported a very strong Christmas performance for 2009, showing growth ahead of competitors at 25%2.

The festive season also saw Glenfiddich reclaim the position of number one malt whisky in its home country of Scotland.

First Drinks' Marketing Director, Katie Rawll, said their top ten brands were all in value growth over the Christmas period - Grant's and Glenfiddich drove the whisky category.

First Drinks is a wholly owned subsidiary of William Grant & Sons. William Grant & Sons is an award-winning independent family-owned distiller founded by William Grant in 1886 and today still controlled by his direct descendants. The company distils some of the world's leading brands of Scotch whisky, including the world's favourite single malt Glenfiddich, the handcrafted range of The Balvenie single malts and Grant's blended whisky, as well as selected other spirits, including Hendrick's Gin and Reyka Vodka.

William

[Andy M]

Glenfiddich did have a big push in brand awareness at christmas, i guess this definitely pays off, well that and the discounts which were available in the supermarkets at christmas.