The Glenlivet Takes Back Its Crown With a Cocktail of Fashion, Pods and Ice Cream

Shefali Murdia, Pernod Ricard's director of brand engagement, explains how a storied liquor brand became innovative again

Driving relevance means driving growth. Join global brands and industry thought leaders at Brandweek, Sept. 11–14 in Miami, for actionable takeaways to better your marketing. 50% off passes ends April 10.

The Glenlivet, once again the top single-malt Scotch whisky by volume and sales, realized its marketing needed a spruce when the brand began losing ground to a key rival.

Not only was the brand falling behind a top competitor, it was also losing market share to bourbons and Irish whiskeys, according to Shefali Murdia, director of brand engagement at parent company Pernod Ricard.

While the nearly 200-year-old distiller had done a good job of maintaining its brand, it wasn’t doing a good job of growing its business, Murdia said on Wednesday during Adweek’s Challenger Brands Summit in New York.

In 2019, a cocktail consisting of fashion, with a scoop of ice cream and a helping of pods helped the brand reclaim the coveted top spot and grow at two-and-a-half times the industry average, Murdia said.

Rather

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in