McCann faces 3m review of Glenfiddich

William Grant & Sons is reviewing the advertising account for Glenfiddich single malt whisky, held by McCann-Erickson for 27 years.

William Grant & Sons is reviewing the advertising account for Glenfiddich single malt whisky, held by McCann-Erickson for 27 years.

Patrick Tully, international marketing manager for Glenfiddich, comments: “We are taking the opportunity to assess the Glenfiddich account in the UK.

He adds: “It is part of an overall review of the brand.”

The move follows the arrival of Heather Graham as William Grant & Sons’ new marketing director last year.

Graham was previously a general manager with Campbell Distillers international division and replaced Tony Hunt, who was promoted to managing director of William Grant’s overseas arm.

Glenfiddich is the world’s biggest single malt whisky, holding about 26 per cent of the global market. It advertises heavily on TV around Christmas and spends more than 3m a year.

For the first time in the UK, Glenfiddich launched three brand extensions last year designed to broaden its range.

The new lines included a 15-year-old speciality malt, an 18-year-old ancient reserve and a malt whisky liqueur aimed at women.

Single malts, like all scotch brands, are attempting to recruit new and younger drinkers.

They are the fastest growing part of the whisky market and account for about nine per cent of the sector in the UK.

Some observers believe single malts could grab as much as 12 to 13 per cent of the market.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here