The William Grant & Sons brand is currently promoted globally by GolinHarris, which has declined to repitch for the estimated £100,000-a-year contract.
A GolinHarris spokesman said: 'We have valued and enjoyed our three years working with the Glenfiddich team, but have declined the offer to repitch for the consumer work.'
However, the agency will continue to provide internal comms and digital support.
Agencies are yet to be shortlisted for the brief, but William Grant & Sons confirmed it would have a new global agency in place by the summer. Its key target markets remain Asia and the US, but also the UK and France.
The brand celebrated selling in excess of one million cases last year - the first Scotch whisky to do so.
GolinHarris won a three-way pitch for the account in 2008 and supported the worldwide launch of the brand's 'rare whisky' collection.