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
The Glenfiddich food and drink awards are handled by Grayling in
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.