Harrison Cowley to push Glenfiddich’s popularity

Glenfiddich, the UK’s best-selling single malt whisky, has handed its Scottish trade and consumer account to Harrison Cowley’s Edinburgh office after a five-way competitive pitch.

Glenfiddich, the UK’s best-selling single malt whisky, has handed

its Scottish trade and consumer account to Harrison Cowley’s Edinburgh

office after a five-way competitive pitch.



Glenfiddich is currently the second best-selling whisky in Scotland,

with Glenmorangie holding the top slot, and Harrison Cowley’s

appointment to handle Glenfiddich’s media relations, sponsorship and

event management is part of a drive to become number one in Scotland.

Previous sponsorships have tended to focus on traditional Scottish

events, such as Highland Games.



Alan Twigg, managing director of Harrison Cowley Scotland, said: ’The

Scots are more knowledgeable about their whisky than elsewhere and are

subsequently more experimental in their whisky drinking habits.



’Our aim is to ensure that Glenfiddich maintains its position at the

forefront of the large array of whiskies now available.’



The Scottish account was previously held by Glasgow-based Tait and

McLay.



The Glenfiddich food and drink awards are handled by Grayling in

London.



According to Mintel, Glenfiddich holds a 28.6 per cent share of the

single malt market in UK, while Glenmorangie holds the number two slot

with 17.7 per cent of that market.



Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in