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

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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.




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